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Impact of Image and Satisfaction on Marketing Innovation

dc.creatorZuñiga-Collazos, Alexander
dc.creatorCastillo-Palacio, Marysol
dc.date2016-06-21
dc.identifierhttps://www.jotmi.org/index.php/GT/article/view/2021
dc.identifier10.4067/S0718-27242016000200007
dc.descriptionColombia 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 enterprisesen-US
dc.formatapplication/pdf
dc.languageeng
dc.publisherFacultad de Economía y Negocios, Universidad Alberto Hurtadoen-US
dc.relationhttps://www.jotmi.org/index.php/GT/article/view/2021/1024
dc.rightsCopyright (c) 2016 Journal of Technology Management & Innovationen-US
dc.rightshttps://creativecommons.org/licenses/by-sa/4.0en-US
dc.sourceJournal of Technology Management & Innovation; Vol. 11 No. 2 (2016); 70-75en-US
dc.sourceJournal of Technology Management & Innovation; Vol. 11 Núm. 2 (2016); 70-75es-ES
dc.source0718-2724
dc.subjectMarketing innovationen-US
dc.subjecttourism innovationen-US
dc.subjectimageen-US
dc.subjectcustomer satisfactionen-US
dc.subjectColombiaen-US
dc.titleImpact of Image and Satisfaction on Marketing Innovationen-US
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion
dc.typeArtículo revisado por paresen-US


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