Sostenibilidad y gastronomía local en los destinos turísticos en el contexto de la covid-19

  1. Moliner Tena, Miguel Ángel 1
  2. Monferrer Tirado, Diego 1
  3. Estrada Guillén, Marta 1
  4. Vidal Meliá, Lidia 1
  1. 1 Departamento de Administración de Empresas y Marketing. Universitat Jaume I (Castelló de la Plana, España)
Revue:
Revista de marketing y publicidad

ISSN: 2659-3904,  2792-405X

Année de publication: 2022

Número: 6

Pages: 7-34

Type: Article

DOI: 10.51302/MARKETING.2022.3493 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Revista de marketing y publicidad

Objectifs de Développement Durable

Résumé

Este trabajo ha obtenido el 1.er Premio Estudios Financieros 2022 en la modalidad de Marketing y Publicidad. Este estudio supone una contribución importante a la literatura de turismo al explorar la relación entre la sostenibilidad y la gastronomía local en los destinos turísticos dentro del marco conceptual de la investigación de servicios transformadores. Además, tras la pandemia de la covid-19, la experiencia segura se propone como una nueva dimensión en la escala de medición de experiencia de servicio EXQ para considerar la importancia de la seguridad en la salud. A través de un cuestionario a 1.433 turistas, se confirman todas las hipótesis planteadas, comprobándose así la sostenibilidad percibida, la gastronomía local y la experiencia de servicio como aspectos clave en la estrategia de cualquier destino turístico. En primer lugar, el estudio identifica que la sostenibilidad percibida es un factor determinante de la experiencia de servicio del turista en el destino. Los turistas consideran que la sostenibilidad es una parte intrínseca de la propuesta de valor del destino y valoran la experiencia local de gastronomía y servicio a través del filtro de la sostenibilidad. En segundo lugar, la percepción de la gastronomía local no solo afecta a la experiencia turística, sino que influye de manera decisiva en la sostenibilidad percibida. Finalmente, la experiencia de servicio de los turistas tiene un efecto positivo significativo en la satisfacción, lo que a su vez afecta de manera positiva a la abogacía. También se demuestra la importancia de la experiencia segura en la experiencia de servicio, lo cual supone una contribución a la literatura de turismo en el contexto de la covid-19.

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