Una Revisión Sistemática de Brand Love en la Investigación Turística
Palabras clave:
Brand love, Revisión sistemática, Investigación en turismoResumen
Este estudio tiene como objetivo realizar una revisión sistemática de la producción científica sobre el amor a la marca en la investigación turística. Se trata de una investigación descriptiva de enfoque cualitativo. Para ello, se realizó una búsqueda de artículos en las bases de datos Scopus y Web of Science a partir de los términos "brand love" y "tourism", entre 2015 y 2021, dando como resultado una muestra final de 21 estudios. Para el análisis de las publicaciones, que se realizó en base a tres categorías analíticas, se utilizó el software Iramuteq, en el que se realizaron la Clasificación Jerárquica Descendente (DHA), el Análisis Factorial de Correspondencias (AFC) y la nube de palabras. Los resultados permitieron extraer cinco clusters: 1) destinos turísticos; 2) desarrollos hoteleros; 3) cultura; 4) papel del residente y 5) consumo turístico. También fue posible enumerar recomendaciones para futuras investigaciones basadas en los estudios evaluados. Esta investigación proporciona subsidios informativos acerca de la producción científica sobre el amor a la marca en el turismo/hostelería. Los investigadores del área pueden disfrutar de una visión general de los estudios en este campo con el fin de continuar el desarrollo del constructo en el escenario turístico, ya que este tema es aún reciente en la investigación turística.
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