Strategic implications of the cognitive image of the Hotel Club Amigo Atlántico Guardalavaca for commercial management
Keywords:
cognitive tourist image, exploratory factor analysis, marketing managementAbstract
Objective: To measure the cognitive image of the Hotel Club Amigo Atlántico Guardalavaca in terms of its use for commercial management.
Materials and methods: A closed-response questionnaire with a 5-point Likert scale was designed to measure the cognitive image perceived by the clients of the Hotel Club Amigo Atlántico Guardalavaca, it was inserted into the online platform QuestionPro and the link was shared on Facebook social network. The results of the questionnaire were processed by the Statistical Package for Social Sciences, which allowed an exploratory factor analysis. The statistical results were interpreted in terms of their use for business management.
Results: The cognitive image perceived by hotel customers is grouped into three factors: cultural experience and sustainability, service experience and quality of life, and natural experience and entertainment. These findings provide valuable information for the commercial management of the hotel, by allowing the identification of key areas that influence customer´s perception.
Conclusions: The study demonstrated the importance of cognitive image in hotel commercial management, being directly related to the customer's perception of the quality of their experience. Exploratory factor analysis was confirmed as an effective tool for identifying the factors that make up cognitive image of the hotel. Hotel commercial management should focus on strengthening the identified dimensions to improve its positioning and increase customer´s satisfaction.
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