Etnografía móvil como herramienta innovadora para la investigación de experiencia de cliente en el turismo: un caso del destino turístico alta Austria

Birgit Bosio, Sylvia Prunthaller

Resumen


El marketing de servicios ha evolucionado de centrarse en productos a servicios y experiencias. Las empresas compiten actualmente y buscan ventajas competitivas en las experiencias en lugar de la satisfacción de cliente. Aunque la gestión de la experiencia del cliente no es nada nuevo, es un campo que ha evolucionado mucho en los últimos años. Especialmente en los destinos turísticos, varios proveedores turísticos locales luchan por proporcionar una alta calidad de servicio durante todo el trayecto del cliente. La gestión de la experiencia del cliente se ha convertido así en un enfoque interesante también en la investigación del turismo. Este artículo aplica la investigación de la experiencia del cliente mediante el uso de un método de investigación innovador. La etnografía móvil como método cualitativo combina el enfoque etnográfico clásico mediante el uso de dispositivos móviles. Por lo tanto, el cliente se convierte en investigador y tiene la posibilidad de auto-estructurar sus datos. Especialmente para destinos turísticos, este método permite “seguir” al huésped a lo largo del espacio geográfico que utiliza y recolecta datos en tiempo real e in situ. Por lo tanto, supera muchas de las desventajas de las encuestas clásicas y la etnografía. Sin embargo, las instrucciones para los participantes y sus incentivos resultaron ser los principales desafíos en dos proyectos llevados a cabo en la provincia austríaca de Alta Austria. 


Palabras clave


Etnografía móvil; investigación de experiencia del cliente; marketing de servicio; gestión de experiencias; destino turístico

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