Operationalization of the constructs of travel motivation and destination image in the development of a predictive model of urban tourism satisfaction and loyalty to the city of Tijuana, Baja California Sur.
Keywords:
travel motivation, destination image, satisfaction, loyalty, reliabilityAbstract
Urban tourism is widely developed worldwide due to the large number of visitors it generates and its positive effects on city economies. Structural equation modeling is a prominent methodology used in tourism research. Among the variables used as predictors are travel motivation and destination image. This work is part of a larger research project whose main objective is to develop and empirically test a predictive model of tourist satisfaction and loyalty toward urban destinations, using Tijuana, Baja California Sur, as a case study. After conducting desk-based research, a proposal was generated for the operationalization of the constructs involved. Through expert validation and pilot testing of the instrument, it was possible to obtain reliable constructs, according to Cronbach's alpha coefficient, to measure travel motivation and the perceived image of visitors.
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