Abstract

OTERO-GOMEZ, María C; GIRALDO-PEREZ, Wilson  and  RAMIREZ-OSPINA, Duván E. Image and expectations regarding the reality of Villavicencio as a tourist destination. Orinoquia [online]. 2014, vol.18, n.2, pp.108-118. ISSN 0121-3709.

The objective of the research was to analyze the dynamics of consumption of tourist in Villavicencio city (Colombia). In this place tourism planning has been structured taking into account elements of the offer, without involving the demand, displayed in the expectations and desires of consumers tourists, which hinders the generation of strategies to their loyalty. Quantitative methodology was used. Were three hypotheses raised, the data collected from 385 surveys were processed using SPSS version 18. The role of clusters in K-means, and correlations between Spearman and chi-square tests were used to perform descriptive and inferential analyzes. The results allow us to observe that the expectation of tourists about the place destiny changes according to the ideas they have a priori and a posteriori, and are finally adjusted to actual conditions founded in Villavicencio.

Keywords : Tourism image; evaluation; tourist product.

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