Contexto actual del turismo de compras en España: análisis del comportamiento de compra y sus motivaciones
Resumen
Objetivo: el objetivo principal del presente estudio es determinar el grado de importancia que los turistas les otorgan a las compras durante sus viajes, identificando los factores de mayor influencia en sus decisiones de compra y prestando una especial atención a las similitudes o diferencias que se puedan presentar en función de la pertenencia a los distintos grupos generacionales (generación baby boomer, generación X, generación Y o millennials y generación Z o centennials).
Diseño/metodología: a partir de los datos obtenidos en una encuesta a personas residentes en España, se ha empleado metodología de análisis cuantitativo de estadística descriptiva y bivariada.
Resultados: los hallazgos de la investigación advierten de que, en general, en España el turismo de compras no es la principal motivación para viajar. No obstante, casi un tercio de las personas que participaron en el estudio admiten haber visitado algún destino concreto con el fin de realizar compras específicas, entre ellos siete de cada diez de la generación X. Este grupo sociodemográfico, además, muestra una mayor propensión hacia la realización de compras y les dedica más tiempo y presupuesto durante los viajes que el resto.
Conclusiones: el precio, la existencia de ofertas o promociones, las recomendaciones de terceros, la proximidad al alojamiento y los productos exclusivos son los principales factores en la motivación de compra para este tipo de turismo. Aun así, es moderado el grado de relevancia que tienen las compras entre las diferentes actividades alternativas que ofrece un viaje turístico.
Originalidad: la investigación aporta un enfoque novedoso (desde el análisis generacional) al estudio de un fenómeno económico como el turismo de compras, que representa para muchos destinos una interesante oportunidad de revitalizar el comercio local, contribuyendo al empleo y al crecimiento.
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