A Structural Equation Modelling for CRM Development in rural Tourism in the Catalan Pyrenees

Autori

  • José Mª Prat Forga Universidad Autónoma de Barcelona - Bellaterra

DOI:

https://doi.org/10.6092/issn.2036-5195/4778

Parole chiave:

Turismo rural, Gestión de relaciones con los clientes, Teletrabajadores, Modelo de ecuaciones estructurales, Cataluña

Abstract

Este artículo investiga las relaciones existentes entre el desarrollo de la gestión de relaciones de clientes (CRM) en el turismo rural, el nivel de uso de las tecnologías de la información y comunicación (TIC) en dicho territorio,  los impactos económicos percibidos por el uso del CRM y el propio desarrollo del turismo rural. Para ello, se ha realizado una encuesta a 76 entrevistados en las montañas de los Pirineos en Cataluña (España), con el objetivo de analizar los efectos estructurales de estos factores de impacto. Los resultados obtenidos revelan que el soporte para el desarrollo del CRM en el turismo rural muestra que su uso por los trabajadores empleados en este sector depende principalmente del nivel de desarrollo de las TIC en el territorio. Para confirmar esta hipótesis, se ha diseñado un modelo de ecuaciones estructurales (SEM) y, posteriormente, se ha ejecutado un análisis factorial confirmatorio (CFA) a dicho modelo, mediante el software AMOS 5. 

Riferimenti bibliografici

Albaladejo, I.P. & Díaz, M.T. (2009). "Tourist preferences for rural house stays: Evidence from discrete choice modelling in Spain". Tourism Management, 30 (6), pp. 805-811.

Andrés, J.L. (2000). "Aportaciones básicas del turismo al desarrollo rural". Cuadernos de Turismo, 6, pp. 45-60.

Barrett, P. (2007). "Structural equation modelling: adjudging model fit". Personality and Individual Differences, 42, pp. 815–824.

Bentler, P.M. (1990). "Comparative fit indexes in structural models". Psychological Bulletin, 107, pp. 238-246.

Bentler, P.M. & Bonett, D.G. (1980). "Significance tests and goodness-of-fit in the analysis of covariance structures". Psychological Bulletin, 88, pp. 588-600.

Besteiro, B. (2006). "El turismo rural en Galicia. Análisis de su evolución en la última década". Cuadernos de Turismo, 17, pp. 25-49.

Bigné, J.E. (2004). "Nuevas orientaciones del marketing turístico, de la imagen de destinos a la fidelización de los turistas". Papeles de Economía Española, 102, pp. 221-235.

Browne, M.W. & Cudock, R. (1993). "Alternative ways of assessing model fit". In K.A. Bollen & J.S. Long (eds.), Testing structural equation models (pp. 136-162). Newbury Park, CA: Sage.

Burgess, J. (1992). "The art of interviewing". In A. Rogers, H.Viles & A. Goudie (eds.), The Studentis Companion to Geography. Oxford: Blackwell.

Burrows, R. & Curran, J. (1989). "Sociological research on service sector small business: Some conceptual considerations". Work Employment and Society, 3(4), pp. 527-539.

Cànoves, G. & Villarino, M. (2002). "Roural tourism, gender, and cultural conservation in Spain and Portugal". In M. Swain, B. Henshall & J. Momsen (eds.), Gender/Tourism/Fun (pp. 90-102). New York: Cognizant.

Cánoves, G., Herrera, L. & Blanco, A. (2005). "Turismo rural en España: un análisis de la evolución en el contexto europeo". Cuadernos de Geografía, 77, pp. 41-58.

Cawley, M. & Gillmor, D.A. (2008). "Turismo rural integrado. Teoría y práctica." Annals of Tourism Research en Español, 10(1), pp. 73-97.

Clark, M.A. (2000). Teleworking in the Countryside. Aldershot. Hampshire (UK): Ashgate.

Clarke, J. (1999). "Marketing structures for farm tourism: beyond the individual provider of rural tourism". Journal of Sustainable Tourism, 7(1), 26-47.

Cloke, P., Goodwin, M., & Milbourne, P. (1997). Rural Wales: Community and Marginalisation. Cardiff: University of Wales Press.

Creswell, J.W. (2008). Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research. New Jersey: Pearson Prentice Hall.

Crosby, A. & Daries, J.O. (Eds.) (1993). Desarrollo turístico sostenible en el medio rural. Madrid: Centro Europeo de Formación Ambiental y Turística.

Diamantis, D. (1998). "Consumer Behavior and ecotourism products". Annals of Tourism Research, 25 (2), 5pp. 15-528.

Fleischer, A. & Felsenstein, D. (2000). "Support for rural tourism: Does it make a difference?". Annals of Tourism Research, 27(4), pp. 1007-1024.

Fuentes, R. (1995). "Análisis de las principales características del turismo rural en España". Estudios Turísticos, 127, pp. 19-52.

García, J.L. (1996). "El turismo rural como factor diversificador de rentas en la tradicional economía agraria". Estudios Turísticos, 132, pp. 45-60.

García-Henche, B. (2003). Marketing del Turismo Rural. Madrid: Pirámide.

Gerbing, D.W. & Anderson, J.C. (1993). "Monte Carlo evaluations of goodness-of-fit indices for structural equation models". In K.A. Bollen, & J.S. Long (eds.), Testing structural equation models. Newbury Park, CA: Sage.

Gilbert, D. (1989). "Rural tourism and marketing. Syntesis and new ways of working". Tourism Management, 1989, pp. 39-50.

Greenberg, P. (2003). Las claves de CRM. Gestión de relaciones con los clientes. Madrid: McGrawHill.

Gursoy, D., Jurowski, C., & Uysal, M. (2002). "Resident attitudes: a structural modeling approach". Annals of Tourism Research, 29(1), pp. 79–105.

Gursoy, D. & Rutherford, D.G. (2004). "Host attitudes toward tourism: an improved structural model". Annals of Tourism ResearchI, 31(3), pp. 495–516.

Hair, J.F. Jr., Anderson, R.E., Tatham, R.L., & Black, W.C. (2006). Multivariate Data Analysis. New York: Macmilan.

Hayduk, L., Cummings, G.G., Boadu, K., Pazderka-Robinson, H., & Boulianne, S. (2007). "Testing! Testing! One, two three – Testing the theory in structural equation models!". Personality and Individual Differences, 42, pp. 41-50.

Hu, L. & Bentler, P.M. (1999). "Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives". Structural Equation Modeling, 6, pp. 1-55.

Hu, L.T. & Bentler, P. (1995). "Evaluating model fit". In R H. Hoyle (Ed.), Structural Equation Modeling. Concepts, Issues, and Applications (pp. 76-99). London: Sage.

Isaksson, R. & Garvare, R. (2003). "Measuring sustainable development using process models". Managerial Auditing Journal, 18(8), pp. 649–656.

Jackson, D.L., Gillaspy, J.A., Jr. & Purc-Stephenson, R. (2009).

"Reporting practices in confirmatory factor analysis: An overview and some recommendations". Psychological Methods, 14, pp. 6–23.

Jöreskog, K.G. & Sörbom, D. (1996). Structural equalion modeling. Workshop presented for the NORC Social Sciences Research Professional Development Training Sessions, Chicago.

Jurowski, C., Uysal, M., & Willams, D.R. (1997). "A theoretical analysis of host community resident reactions to tourism". Journal of Travel Research, 36(2), pp. 3–11.

Keeble, D. (1993). Small firm creation, innovation and growth. In J. Curran & D. Storey (eds.), Small Firms in Urban and Rural Locations. London: Routledge.

Kerlinger, F.N. & H.B.L. (2000). Foundations of Behavioral Research. Holt, NY: Harcourt College Publishers.

Kline, R.B. (1998). Principles and practice ofstrtlctural equation modeling. New York: Guilford Press.

Lankford, S.V. & Howard, D.R. (1994). "Developing a tourism impacts attitude scale". Annals of Tourism Research, 21(1), pp. 121–139.

Loureiro, S.M. & Miranda, F.J. (2008). "The importance of quality satisfaction, trust, and image in relation to rural tourist loyalty". Journal of Travel & Tourism Marketing, 25(2), pp. 117-136.

McCool, S.. F. & Martin, S.. R. (1994). "Community attachment and attitudes toward tourism development". Journal of Travel Research, 32(3), pp. 29–34.

McGehee, N.G., Kim, K., & Jennings, G.R. (2007). "Gender and motivation for agri-tourism entrepreneurship". Tourism Management, 28(1), pp. 280-289.

Middelton, V.T.C. (1990). Marketing in Travel & Tourism. Oxford: Heinemann Professional Publishing.

Oh, H., Kim, B.Y., & Shin, J.H. (2004). "Hospitality and tourism marketing: recent developments in research and future directions". International Journal of Hospitality Management, 23, pp. 425-447

.

Petrou, A., Pantziou, E.F., Dimara, E., & Skuras, D. (2007).

"Resources and activities complementarities: the role of business networks in the provision of integrated rural tourism". Tourism Geographies, 9(4), pp. 421-440.

Perdue, R.R., Long, P.T., & Allen, L. (1990). "Resident support for tourism development". Annals of Tourism Research, 17, pp. 586–599.

Royo, M. (2009). "Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement". Tourism Management, 30(3), pp. 419-428.

Santesmases, M. (1999). Marketing Conceptos y Estrategias. Madrid: Ediciones Pirámide.

Sharma, B. & Dyer, P. (2009). "An investigation of differences in residents’ perceptions on the Sunshine Coast: Tourism impacts and demographic variables". Tourism Geographies, 11(2), pp. 187–213.

Sharpley, R.; Vass, A. (2006). "Tourism, farming and diversification: An attitudinal study". Tourism Management, 27(5), pp. 1040-1052.

Sivo, S.A.; Fan, X.; Witta, E.L., & Willse, J.T. (2006). "The Search for optimal cutoff properties: Fit index criteria in structural equation modeling". The Journal of Experimental Education, 74, pp. 267–288.

Tanaka, J.S. (1993). "Multifaceted conceptions of fit in structural equation models". In K.A. Bollen, & J.S. Long (eds.), Testing structural equation models. Newbury Park, CA: Sage.

Werthner, H. & Klein, S. (1999). Information Technology and Tourism. A Challenging Relationship. Vienna: Springer-Verlag.

Yagüe, R.M. (2002). "Rural tourism in Spain". Annals of Tourism Research, 29(4), pp. 1101-1110.

Yoon,Y., Gursoy, D., & Chen, J. S. (2001). "Validating a tourism development theorywith structural equation modeling". Tourism Management, 22(4), pp. 363–372.

Downloads

Pubblicato

2014-12-30

Come citare

Prat Forga, J. M. (2014). A Structural Equation Modelling for CRM Development in rural Tourism in the Catalan Pyrenees. Almatourism - Journal of Tourism, Culture and Territorial Development, 5(10), 125–147. https://doi.org/10.6092/issn.2036-5195/4778

Fascicolo

Sezione

Saggi