La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro

El presente ensayo o pieza de revisión es un intento de brindar al lector una lectura holística del problema de la imagen y su disociación respecto a la marca o proceso de construcción de marca. Centrados en la industria hotelera (producto alojativo), la propuesta sugiere dos asuntos significativos....

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Autores:
Moreno Gil, Sergio
Picazo Peral, Patricia
Korstanje, Maximiliano
Tipo de recurso:
Article of journal
Fecha de publicación:
2019
Institución:
Universidad Externado de Colombia
Repositorio:
Biblioteca Digital Universidad Externado de Colombia
Idioma:
spa
OAI Identifier:
oai:bdigital.uexternado.edu.co:001/10954
Acceso en línea:
https://bdigital.uexternado.edu.co/handle/001/10954
https://doi.org/10.18601/01207555.n25.11
Palabra clave:
Marketing;
lodging;
image;
brand;
lodging product;
decision making process
marketing;
alojamiento;
imagen;
marca;
producto alojativo;
elección
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openAccess
License
Sergio Moreno Gil, Patricia Picazo Peral, Maximiliano Korstanje - 2019
id uexternad2_97ad3e5e333499683034cb80f58ed8bd
oai_identifier_str oai:bdigital.uexternado.edu.co:001/10954
network_acronym_str uexternad2
network_name_str Biblioteca Digital Universidad Externado de Colombia
repository_id_str
dc.title.spa.fl_str_mv La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro
dc.title.translated.eng.fl_str_mv Research on the image of tourist accommodations, and the involving dimensions: current situation and challenges in the future
title La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro
spellingShingle La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro
Marketing;
lodging;
image;
brand;
lodging product;
decision making process
marketing;
alojamiento;
imagen;
marca;
producto alojativo;
elección
title_short La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro
title_full La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro
title_fullStr La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro
title_full_unstemmed La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro
title_sort La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro
dc.creator.fl_str_mv Moreno Gil, Sergio
Picazo Peral, Patricia
Korstanje, Maximiliano
dc.contributor.author.spa.fl_str_mv Moreno Gil, Sergio
Picazo Peral, Patricia
Korstanje, Maximiliano
dc.subject.eng.fl_str_mv Marketing;
lodging;
image;
brand;
lodging product;
decision making process
topic Marketing;
lodging;
image;
brand;
lodging product;
decision making process
marketing;
alojamiento;
imagen;
marca;
producto alojativo;
elección
dc.subject.spa.fl_str_mv marketing;
alojamiento;
imagen;
marca;
producto alojativo;
elección
description El presente ensayo o pieza de revisión es un intento de brindar al lector una lectura holística del problema de la imagen y su disociación respecto a la marca o proceso de construcción de marca. Centrados en la industria hotelera (producto alojativo), la propuesta sugiere dos asuntos significativos. Por un lado, existe una necesidad de introducir nuevos estudios cualitativos que complementen los puntos que no tienen respuesta sobre el rol que juega el conocimiento como aspecto de intención de compra. Por el otro, cada producto se encuentra inserto en una matriz de tiempo, en cuyo caso, estudiar la evolución de la imagen a lo largo de la vida del producto se hace una cuestión de importancia para los analistas de marketing. Así mismo, el ensayo hace énfasis en la interacción microsocial (cara a cara) como forma relacional para el posicionamiento de los productos hoteleros. Ello demuestra que existe una tendencia hacia la fragmentación (segmentación) que debe ser discutida y analizada.
publishDate 2019
dc.date.accessioned.none.fl_str_mv 2019-06-10 11:59:36
2022-09-09T21:03:42Z
dc.date.available.none.fl_str_mv 2019-06-10 11:59:36
2022-09-09T21:03:42Z
dc.date.issued.none.fl_str_mv 2019-06-10
dc.type.spa.fl_str_mv Artículo de revista
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.coar.spa.fl_str_mv http://purl.org/coar/resource_type/c_6501
http://purl.org/coar/resource_type/c_6501
dc.type.coarversion.spa.fl_str_mv http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.content.spa.fl_str_mv Text
dc.type.driver.spa.fl_str_mv info:eu-repo/semantics/article
dc.type.local.eng.fl_str_mv Journal article
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dc.identifier.doi.none.fl_str_mv 10.18601/01207555.n25.11
dc.identifier.eissn.none.fl_str_mv 2346-206X
dc.identifier.issn.none.fl_str_mv 0120-7555
dc.identifier.uri.none.fl_str_mv https://bdigital.uexternado.edu.co/handle/001/10954
dc.identifier.url.none.fl_str_mv https://doi.org/10.18601/01207555.n25.11
identifier_str_mv 10.18601/01207555.n25.11
2346-206X
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url https://bdigital.uexternado.edu.co/handle/001/10954
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dc.relation.bitstream.none.fl_str_mv https://revistas.uexternado.edu.co/index.php/tursoc/article/download/6004/7737
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dc.relation.citationedition.spa.fl_str_mv , Año 2019 : Julio-Diciembre
dc.relation.citationendpage.none.fl_str_mv 271
dc.relation.citationstartpage.none.fl_str_mv 253
dc.relation.citationvolume.spa.fl_str_mv 25
dc.relation.ispartofjournal.spa.fl_str_mv Turismo y Sociedad
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dc.rights.spa.fl_str_mv Sergio Moreno Gil, Patricia Picazo Peral, Maximiliano Korstanje - 2019
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rights_invalid_str_mv Sergio Moreno Gil, Patricia Picazo Peral, Maximiliano Korstanje - 2019
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spelling Moreno Gil, Sergioabca9b0a-fda5-4cf1-a927-420279cfdd86Picazo Peral, Patricia139299bf-4d75-42fc-a062-c762de92a175Korstanje, Maximilianofb88dfe7-5df7-40cc-8cfd-7160833b14132019-06-10 11:59:362022-09-09T21:03:42Z2019-06-10 11:59:362022-09-09T21:03:42Z2019-06-10El presente ensayo o pieza de revisión es un intento de brindar al lector una lectura holística del problema de la imagen y su disociación respecto a la marca o proceso de construcción de marca. Centrados en la industria hotelera (producto alojativo), la propuesta sugiere dos asuntos significativos. Por un lado, existe una necesidad de introducir nuevos estudios cualitativos que complementen los puntos que no tienen respuesta sobre el rol que juega el conocimiento como aspecto de intención de compra. Por el otro, cada producto se encuentra inserto en una matriz de tiempo, en cuyo caso, estudiar la evolución de la imagen a lo largo de la vida del producto se hace una cuestión de importancia para los analistas de marketing. Así mismo, el ensayo hace énfasis en la interacción microsocial (cara a cara) como forma relacional para el posicionamiento de los productos hoteleros. Ello demuestra que existe una tendencia hacia la fragmentación (segmentación) que debe ser discutida y analizada.The present essay review or review paper is oriented to give the readers with an allpervading explanation revolving around the problem of image and its dissociation from branding or the branding process. Based on the hospitality industry (or lodging product) our approach has two significant aspects. On one hand, there is an urgent need of introducing emergent and fresh qualitative studies which complement the open answers regarding the role of knowledge in the purchasing process. On another, no less true is that each product is enrooted into a temporal matrix, in which case the evolution of the branding process seems to be a point of discussion which be brought into the foreground by the side of marketing analysts. 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Journal of Hospitality & Leisure Marketing, 3(2), 45-64. doi: 10.1300/J150v03n02_05Sergio Moreno Gil, Patricia Picazo Peral, Maximiliano Korstanje - 2019info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2https://creativecommons.org/licenses/by-nc-sa/4.0/https://revistas.uexternado.edu.co/index.php/tursoc/article/view/6004Marketing;lodging;image;brand;lodging product;decision making processmarketing;alojamiento;imagen;marca;producto alojativo;elecciónLa investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuroResearch on the image of tourist accommodations, and the involving dimensions: current situation and challenges in the futureArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85Textinfo:eu-repo/semantics/articleJournal articlehttp://purl.org/redcol/resource_type/ARTREFinfo:eu-repo/semantics/publishedVersionPublicationOREORE.xmltext/xml2793https://bdigital.uexternado.edu.co/bitstreams/6a10a3e2-b841-40f2-8d9b-2dc3ff208b55/downloadeb6e5571e966c6cdc7b378f2c93edbbeMD51001/10954oai:bdigital.uexternado.edu.co:001/109542023-08-14 15:10:16.203https://creativecommons.org/licenses/by-nc-sa/4.0/Sergio Moreno Gil, Patricia Picazo Peral, Maximiliano Korstanje - 2019https://bdigital.uexternado.edu.coUniversidad Externado de Colombiametabiblioteca@metabiblioteca.org

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