Nivel de Satisfacción e Intención de Repetir la Visita Turística. El Caso del Cantón Playas, en Ecuador

Abstract

This work studies the relationship between various attributes that may explain the perceived satisfaction of tourists and their influence on the intention of repeating the visit to the Cantón Playas, Ecuador. The study considers some socio-demographic characteristics of the respondents such as marital status, age, monthly income, city of origin and whether they travel alone or accompanied. A survey was applied to a final sample of 556 tourists in two periods of local holidays. A binary logistic regression analysis was used as a tool to determine the likelihood of repeating the visit. The main results of the model showed that the sociodemographic variables level of education, city of origin and accompanied traveling, as well as attributes related to the variety of the touristic offer, price, climate and distribution channels are statistically significant. In other words, those who responded positively to the four attributes have a high level of education, live in surrounding areas and travel accompanied, are more likely to repeat the visit to Playas.