Abstract

MORALES VASQUEZ, Nicolás E.  and  GOMEZ CEBALLOS, Gliceria P.. Identification of the tourist's perception towards the destination Cuenca - Ecuador, through “Netnography”. Retos [online]. 2020, vol.10, n.19, pp.81-97. ISSN 1390-8618.  https://doi.org/10.17163/ret.n19.2020.05.

The present investigation analyzes the necessity and convenience of demonstrating that the “Netnography” is a method that contributes to the development of tourism, because it contributes to determine the tastes and preferences in relation to the resources/attractions existing in the locality and the level of satisfaction of the consumer´s needs, the objective general is to identify perceptions of tourists for the destiny Cuenca Ecuador, the methodology selected for the study was the proposed by Vargas (2011), who stablishes as steps of the procedure: the definition of the topic to investing, the virtual communities where the data will extracted and finally, the interpretation of the information. The universe of the research integrated totality of comments extracted from the Facebook´s page Visit Cuenca and the tourist forum of the Cuenca´s city in Trip Advisor. The analysis show as results the perception of the tourists in relation to the attributes offered by the city, the existence of a greater influx of Ecuadorian tourism into the city and the composition by origin foreign segments, including tourists from Latin América and Caribbean, it´s observed that the most important attraction in order of preference was its architectural area and the natural attractions of the environment; findings that can be taken into account for the design of future marketing strategies for the destination.

Keywords : Attributes; tourist profile; tourist destination; marketing; data mining.

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