A Structural Equation Modelling for CRM Development in rural Tourism in the Catalan Pyrenees
DOI:
https://doi.org/10.6092/issn.2036-5195/4778Parole chiave:
Turismo rural, Gestión de relaciones con los clientes, Teletrabajadores, Modelo de ecuaciones estructurales, CataluñaAbstract
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.
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