Recibido 17 Julio 2011. Aceptado 29 Noviembre 2011
Información del artículo
RESUMEN
El turismo rural es un sector de gran importancia dentro del turismo español y requiere de la puesta en práctica de instrumentos promocionales que permitan conseguir una mayor atracción de clientes. En este trabajo se pretende investigar el atractivo de distintos tipos de incentivos promocionales (promociones congruentes y no congruentes tanto monetarias como no monetarias), así como el efecto interacción entre la propensión a las promociones, variables demográficas y el efecto experiencia de los individuos con el turismo rural. Los resultados del trabajo ponen de manifiesto una influencia significativa del tipo de promoción sobre su atractivo. Concretamente se ha demostrado que las promociones de ventas congruentes (excursiones y cuidado del medio ambiente) con la actividad de turismo rural son más atractivas que las no congruentes no monetarias (regalos y sorteos). Sin embargo, este mayor atractivo de las herramientas congruentes no se manifiesta en uno de los tipos de promociones no congruentes monetarias (descuentos en precio). También, se ha puesto de manifiesto que la edad y el sexo moderan parcialmente el efecto de la propensión sobre el atractivo promocional y que la experiencia no modera dicho efecto.
Palabras clave:
Propensión a la promoción
atractivo promocional
turismo rural
experiencia con el turismo rural
ABSTRACT
Rural tourism is a sector of major importance for Spanish tourism and as such requires promotional tools to be employed that enable greater numbers of clients to be attracted. The present work seeks to investigate the appeal of different types of promotional incentives (congruent and non-congruent the latter covering monetary and non-monetary promotions). The work also examines the effect of interaction between promotion proneness, demographic variables and the effect of individuals’ prior experience of rural tourism. The findings reveal that the type of promotion has a significant influence on its appeal. It is demonstrated that, in rural tourism, congruent sales promotions (excursions and contributions made to the care of the environment) are more attractive than non-congruent, non-monetary promotions (gifts and prize draws). However, this greater appeal of congruent promotional tools is not to be found in one type of non-congruent monetary promotions (namely price discounts). It is also shown that age and gender partially moderate the effect of promotion proneness on promotional appeal, and that prior experience does not moderate this effect.
Keywords:
Promotion proneness
promotional appeal
rural tourism
prior experience of rural tourism
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