Perfil y preferencias de los consumidores de viajes de luna de miel. Aproximación al turista guayaquileño.

Abstract

Honeymoon tourism is an important research area in tourism because of its increasing economic impact for host destinations. The aim of this research is to identify the profile and preferences of honeymoon travel consumers, their sociodemographic variables, consumption trends, tourist spending and the attributes that the destination must have to be chosen. The empirical work was carried out in the city of Guayaquil, Ecuador, by administering a questionnaire. The research´s results showed that in this market segment, most of the people are young couples with third-level studies and with good economic incomes, who generally chose the Caribbean tourism product, which represents, a sun and beach tourism, as a travel option. They also indicated that “romantic", "nice weather", "good accommodation" and "affordable prices" were the most important attributes at determining the chosen honeymoon destination. This finding provide useful information for countries, tourism operators, tourism wholesalers working to develop tourism products and promotion strategies focused on capturing this consumer profile.