Capital de marca y la lealtad del turista: un estudio de revisión teórica
Resumen
La investigación analiza la literatura que ha propuesto modelos de capital de marca para los destinos turísticos y alcanzar una marca fuerte. Se revisaron 20 estudios empíricos obtenidos de las bases de datos Scopus, WOS y ProQuest. Los estudios fueron divididos en dos grupos en función de la preponderancia de los modelos propuestos (teoría de Aaker y de Keller). Los resultados del estudio muestran que las dimensiones del capital de marca incorporadas y que afectan directamente a la lealtad son: la notoriedad, la imagen de marca, la calidad percibida, el valor percibido y la satisfacción. Nuevas dimensiones como la reputación y la confianza se destacan por su potencial contribución a la lealtad hacia la marca de los destinos turísticos
Citas
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