La importancia del análisis factorial de correspondencias en la identificación cuidadosa del perfil de un determinado mercado turístico. Análisis del caso Caramulo

Resumen

Determining the profile of the tourist of a particular region is a very important topic within the scope of Tourism Marketing research, as it allows the evaluation and perception of their characteristics, in addition to enabling the targeting of Marketing actions by adapting specific forms of communication for this type of tourist. For an investigation of this type, one of the first procedures is to determine the objectives of the study and to put forward hypotheses. To assess the hypotheses, a mere description of reality is not enough, it is essential to make inferences about the variables under study. Technological progress has boosted data analysis and the fine-tuning of new statistical processes. This advance has made it possible to quickly manipulate a large amount of information, such as factor analysis of correspondences and the study of the connection between a significant number of variables at the same time. This article intends to demonstrate that the application of the analysis of correlations of variables has considerable importance in the more refined determination of a consumer profile of a given tourist destination. To exemplify this proficiency, a study was carried out on the consumer profile of the Caramulo region in order to understand its main characteristics and behaviors. The study also allowed to evaluate if, in the promotional actions carried out by the entities of the region, all its touristic potential is being considered. To this end, the sources of information that influenced the decision to choose this destination were correlated with age, as well as the degree of satisfaction of the consumer, with the intention to visit the region again, which allowed to obtain conclusions that proved to be very interesting and fruitful from the point of view of Regional Marketing.