Resumen

NOVA CASTILLO, Guillermo. PROPUESTA DE UN MODELO BASADO EN INICIATIVAS DE CRM (CUSTOMER RELATIONSHIP MANAGEMENT) ORIENTADO A POTENCIAR LA LEALTAD DE LOS TURISTAS QUE VISITAN DESTINOS DE TURISMO URBANO: EL CASO DE VALENCIA CIUDAD. Gest. tur. (Valdivia), mar. 2009, no.Especial, p.95-115. ISSN 0718-6428.

The present research forms a part of a preliminary proposal of a model based on CRM’s tools that it allows to promote the levels of loyalty of the tourists who visit tourist urban destinations. From a particular case applied in the city of Valencia, Spain, the author develops a bibliographical review of the diverse currents concerning the generic concept of loyalty and in the tourist context of a most specific way, passing for an analysis of the evolution of the eminently transactional marketing up to coming to the relational marketing and to the determination of the variables and key factors that influence the premeditation to return again to a destination. Finally the researcher proposes a model with the diverse hypotheses to contrasting in the phase of empirical development of the research to effects of providing the first approximation to a subject matter of high interest to increase the levels of competitiveness of the tourist urban destinations.

Palabras Clave: Customer Relationship Management; Customer Relationship Management; Customer Loyalty; Confidence / Commitment; Tourist Destination Image; Urban Tourism / City Tourism; Relationship Marketing.