Análisis de las motivaciones de viaje en turistas guayaquileños de la generación “Y” para realizar turismo interno post Covid 19.

Abstract

This paper analyzes travel motivations of millennial tourists from Guayaquil city to improve domestic tourism after covid-19 pandemic. The main objective of this research is to provide literary information that is relevant to those tourism managers who want to focus on creating products aimed at this niche market. In order to collect pertinent information, a market research was applied using 384 young people from Guayaquil between 22 and 38 years old. The survey was divided into three sections: sociodemographic information, travel habits, and travel motivations. The results showed that the motivations and travel habits in millennials have presented variations after the covid-19 pandemic, this information also was contrasted with previous studies that similarly analyze the motivations of this segment. Regarding the main changes that have arisen in relation to travel habits are: a) interest in family trips, b) interest in traveling to other destinations, c) high acceptance for traveling to Cuenca city. On the other hand, related to the motivations of tourists, these were divided into two parts: push and pull factors. The most relevant factors are: trying new local food, escape from the daily routine, relaxation, price and service quality, safety and biosecurity, and environmental conservation. Finally, three tourism products were created and proposed in order to satisfy new consumer behaviors, taking into consideration some aspects such as: budget, preferred destinations, activities and attractions.