Determinants of consumer intention to go to a tourist destination. The case of "Mundo Maya- México"

Sonia San Martín Gutiérrez / Rafael Fabricio Matos Cámara

Universidad de Burgos

Each tourist destination has a brand the consumer can choose at the moment of travelling. This work analyzes, through a causal model empirically tested for the case of Mundo Maya-México, the paper that reputation, emotions and trust play in the consumer's intention to go to a tourist destination. A theoretical frame is developed using contributions of the signalling theory, emotions theories and relationship marketing. A face-to-face survey was carried out with consumers in travel agencies. Results confirm most of the proposed hypotheses and show interesting results: a reputation of a good management and high awareness of the tourist destination and consumer pleasure and trust in the destination reveal as antecedents of consumer intention to go to a certain tourist destination.

KeyWords: Intention of purchase; reputation; emotions; trust; tourist destination.

DOI: 10.5295/cdg.100178ss

Bibliographic: SAN MARTÍN, S. y MATOS, R. F. (2011): "Determinantes de la intención del consumidor de ir a un destino turístico. Aplicación al caso de "Mundo Maya-México", Cuadernos de Gestión, Vol 11, nº 1, pp.75-93, DOI: 10.5295/cdg.100178ss

JEL Classification: M31

Download this article in PDF