Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Purchasing Behavior of Alternative Tourists in Cancún

Purchasing Behavior of Alternative Tourists in Cancún

Guerra Mondragón, Sandra

Paperback

Marketing

Currently unavailable to order

ISBN10: 6630357752
ISBN13: 9786630357752
Publisher: Our Knowledge Publishing
Pages: 176
Weight: 0.54
Height: 0.41 Width: 6.00 Depth: 9.00
Language: English
Why does a tourist decide to purchase a tourism product through a mobile app or social media, and why does he or she choose one alternative tourism destination over another? This book answers that question through an applied study conducted in Cancún, one of Mexico's most important tourist destinations. Based on the Unified Theory of Acceptance and Use of Technology II (UTAUT II), it proposes a model that explains the purchase intention and behavior of alternative tourists based on four factors: trust, social influence, consumption habits, and technological innovation. Through a quantitative study, involving hypothesis testing and a linear regression model, the variables that truly influence tourists' purchasing decisions are identified, and some common myths about digital tourism marketing are debunked. The result is a rigorous and practical work aimed at tourism service providers, marketers, researchers, and students interested in understanding how technology transforms the purchasing behavior of contemporary tourists, offering concrete recommendations for improving the marketing of alternative tourism in the digital age.

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