Impact of Image and Satisfaction on Marketing Innovation

Colombia is a country that has achieved significant tourism growth in recent years. However, both research and empirical evidence about its tourism development is very limited. Marketing innovation in tourism enterprises is one of the keys to this country maintaining positive tourism development. Th...

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Bibliographic Details
Published inJournal of technology management & innovation Vol. 11; no. 2; pp. 70 - 75
Main Authors Zuñiga-Collazos, Alexander, Castillo-Palacio, Marysol
Format Journal Article
LanguageEnglish
Portuguese
Published Santiago Universidad Alberto Hurtado; JOTMI 01.06.2016
Universidad Alberto Hurtado. Facultad de Economía y Negocios
Universidad Alberto Hurtado
Subjects
Colombia
customer satisfaction
ENGINEERING, MULTIDISCIPLINARY
Innovations
Market strategy
Marketing
Marketing innovation
Tourism
tourism innovation
Colombia
image
Colombia
tourism innovation
Marketing innovation
customer satisfaction
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Summary:Colombia is a country that has achieved significant tourism growth in recent years. However, both research and empirical evidence about its tourism development is very limited. Marketing innovation in tourism enterprises is one of the keys to this country maintaining positive tourism development. This empirical study analyzed marketing innovation in 364 of Colombia´s tourism companies. The findings show that “satisfaction" in terms of application of innovative marketing strategies that improve customer satisfaction and "image" in terms of application of innovative marketing strategies that help to improve image of company´s products and services have a significant relationship with marketing innovation of Colombia´s tourist enterprises
ISSN:0718-2724
0718-2724
DOI:10.4067/S0718-27242016000200007