Emotional connection of Cotacachi Cayapas National Park
DOI:
https://doi.org/10.32645/13906852.1237Keywords:
sustainable tourist destination, emotional connection, brand capital, nature reserveAbstract
The Cotacachi Cayapas National Park (PNNC) in Ecuador is a prioritized destination for national and foreign tourists where the value proposition has managed functional and non-emotional variables.
The present study analyzes the emotional connection and its attributes to understand the impact it has on tourists. The statistical tool structural equations was included for data processing with primary information, finding a high relationship with the other variables analyzed such as service quality, image and loyalty. The recommendation, satisfaction, recommendation and loyalty indices were calculated, finding acceptable performance in the park; however, trust, integrity, pride and passion still need to be managed as elements that generate high emotional connection. A baseline was determined with a proposed systematic evaluation process of the emotional connection of the PNCC with a sustainable tourism development approach and the main elements of the emotional connection were characterized, determining the influence of emotional factors on the functional ones in the PNCC.
Downloads
References
Aaker, D. (1991). Managing Brand Equity. In Inova Consultoria De Gestão E Inovação Estratégica Ltda. Free Press.
Cox, D. T. C., Shanahan, D. F., Hudson, H. L., Plummer, K. E., Siriwardena, G. M., Fuller, R. A., Anderson, K., Hancock, S., & Gaston, K. J. (2017). Doses of neighborhood nature: The benefits for mental health of living with nature. BioScience, 67(2), 147–155. https://doi.
org/10.1093/biosci/biw173
Dávalos, X., Pinargote, M., & Brucil, G. (2019). Una mirada desde el turismo sustentable a la provincia de Imbabura. Revista Espacios, 40 No. 43.
De Valck, J. De, Landuyt, D., Broekx, S., Liekens, I., & Nocker, L. De. (2017). Land Use Policy Outdoor recreation in various landscapes : Which site characteristics really. Land Use Policy, 65(April), 186–197. https://doi.org/10.1016/j.landusepol.2017.04.009
Farquhar, P. H. (1989). Managing Brand Equity. Marketing Research, September, 24–33.
Hankinson, G. (2004). Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2),109–121.
INEC. (2015). Información Censal |. Esta Obra Está Bajo Una Licencia Creative Commons Atribución 4.0 Internacional.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. American Marketing Association, 57(1), 1–22. https://doi.org/10.1016/0039-9140(72)80130-9
Ministerio de Ambiente. (2007). Plan de Manejo Reserva Ecológica Cotacachi - Cayapas (Ministerio).
Ministerio de Ambiente. (2015). RESERVA ECOLÓGICA COTACACHI - CAYAPAS | Ministerio del Ambiente.
Morales, P. V. (2012). Tamaño necesario de la muestra : ¿ Cuántos sujetos necesitamos ? In Estadística aplicada a las Ciencias sociales (p. 20). Universidad Pontificia Comillas, Facultad de Humanidades.
Neethiahnanthan, A., Hema, S., & Saeed, P. (2014). Tourists’ Perceptions of Destination Travel Attributes: An Application to International Tourists to Kuala Lumpur. Procedia - Social and Behavioral Sciences, 144, 403–411. https://doi.org/10.1016/j.sbspro.2014.07.309
Sahbaz, R. P., & Altinay, M. (2015). Turkiye’deki milli parklarin rekreasyon faaliyetleri acisindan degerlendirilmesi. Journal of Tourism and Gastronomy Studies, 3(3), 125–135.
Sari, D. (2019). A study on the qualities that affect preference of rural recreation areas. Applied Ecology and Environmental Research, 17(5), 11509–11523. https://doi.org/10.15666/aeer/1705_1150911523
Schirpke, U., Meisch, C., Marsoner, T., & Tappeiner, U. (2018). Revealing spatial and temporal patterns of outdoor recreation in the European Alps and their surroundings. Ecosystem Services, 31, 336–350. https://doi.org/10.1016/j.ecoser.2017.11.017
Shrestha, R. K., Stein, T. V., & Clark, J. (2007). Valuing nature-based recreation in public natural areas of the Apalachicola River region, Florida. Journal of Environmental Management, 85(4), 977–985. https://doi.org/10.1016/j.jenvman.2006.11.014
Yang, Y. (2017). The practice and exploration of Shanghai recreational trail system planning. Procedia Engineering, 198, 127–138.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Gustavo Javier Terán Rosero
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
El autor mantiene los derechos morales e intelectuales de su obra, autorizando a la editorial de la revista Visión Empresarial la difusión y divulgación de su contenido con fines estrictamente académicos y de investigación, sin fines de lucro.
