Análisis de los factores que motivan a ciudadanos guayaquileños a visitar hospedajes tipo Glamping.

Abstract

Various types of accommodation have arisen worldwide based on the new requirements of certain market niches that seek to satisfy their different motivations, requirements and needs, therefore, it is vitally important to know them. This research analyzes the motivations for visiting Guayaquil tourists based on Glamping accommodations, thus seeking to provide literary information that is of use to future entrepreneurs. A market research was carried out taking as object of study 384 citizens of Guayaquil, being men and women, to know if there are similarities or differences, according to gender. The survey was divided into three sections, the first consisted of obtaining sociodemographic information from the respondents, taking as a starting point that they are Guayaquil. The second section consists of knowing the motivations for visiting, based on the Push and Pull theory, created by Crompton and updated in the article called “Travel motivations of millennials and desired activities within destinations: a comparative study in the USA. USA and UK”. And in the last section, the profile of the tourist was explored, evaluating their preferences, characteristics and services that they would like Glamping accommodation to have. The results obtained showed that there is a high interest on the part of Guayaquil residents to visit this growing type of hotels. Among the main findings based on personal motivations (Push) is observed: escape from routine, relaxation and experience emotions. While the destination motivations (Pull) were doing outdoor activities, trying the local gastronomy and visiting places, hiking. In addition, important discoveries were made about the tastes and preferences of Glamping-type accommodation by the sample, creating a profile for this market niche. Finally, three tourist destinations were proposed aligned with consumer preferences and motivations, defining which of them is the most convenient based on research, making a location matrix that shows the advantages and disadvantages of said destinations.