ANÁLISIS EXPLORATORIO DE LA FIDELIDAD Y LOS PRINCIPALES CONCEPTOS RELACIONADOS EN TURISMO: EL CASO DE IXTAPA/ZIHUATANEJO-MÉXICO

Abstract

This article analyzes the Loyalty to a beach resort and its relationship with the variables: Service quality, Perceived value, Satisfaction and Overall image. From relationship marketing from the perspective of current demand, the results of the study is that faithfulness to American tourists as Ixtapa-Zihuatanejo beach destination can be considered as a low level and that the variables: Quality of service, perceived value, and satisfaction overall picture shows a positive relationship with attitudinal loyalty.

Keywords

• Loyalty
• Service quality
• Perceived value
• Overall image