Management of Tourist Destinations: The Expectations of Guests on eWOM Generation in Maldonado (Uruguay)
María Dolores Sánchez-Fernández
1
Department of Business, University of A Coruña, Campus de Elviña, 15071 A Coruña, Spain
2
Center for Marketing and Tourism Research, Catholic University of Uruguay, Av. Roosevelt y Florencia, parade 7 y 1/2, Punta del Este 20100, Uruguay
3
Ibiza Island Council Uni. College of Tourism (Associated with the Uni. of the Balearic Islands), C/Bes, 9, 07800 Eivissa-Balearic Islands, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(17), 6825; https://doi.org/10.3390/su12176825
Received: 27 July 2020 / Revised: 19 August 2020 / Accepted: 20 August 2020 / Published: 22 August 2020
(This article belongs to the Special Issue Strategic Planning and Management of Tourist Destinations)
The purpose of this paper is to examine the importance of exceeding the expectations of guests to generate greater satisfaction, in order to offer an unforgettable experience and generate more comments on the Web 2.0 in the context of tourism. Structural equation models were used. The data for the analysis were obtained from a sample of residents of the Maldonado-Punta del Este conurbation (Uruguay), who were asked about their last overnight stay. The proposed structural equation model was tested using the partial least square (PLS) technique. The results show that exceeding the expectations of guests is essential for the clients’ experience and very important for the satisfaction with the stay at the hotel. The generation of online comments (electronic word-of-mouth (eWOM)) is also strongly influenced by emotional experiences. Exceeding the expectations of trained clients and surprising them with new services and experiences is the essence of luxury offers. The main practical implication is that exceeding expectations is the key to eWOM, and this means that managers must be involved in a perpetual process of service innovation. View Full-Text
Keywords: eWOM; management of tourist destinations; strategic planning; Uruguay
No hay comentarios:
Publicar un comentario