Impact of Image and Satisfaction on Marketing Innovation

Alexander Zuñiga-Collazos, Marysol Castillo-Palacio

Abstract


Colombia 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 enterprises


Keywords


Marketing innovation; tourism innovation; image; customer satisfaction; Colombia

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DOI: http://dx.doi.org/10.4067/S0718-27242016000200007



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