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Modelado Predictivo de la Satisfacción del Turista Basado en Elementos del Mix de Marketing de Servicios Utilizando
Md Nazmul Hoque1, Sumiya Nur Jannat2, Yasin Arafat2
1Department of Marketing, Comilla University, Comilla, Bangladesh, cou.ac.bd.
TheScientificWorldJournal
|January 12, 2026
Resumen
Este estudio revela que el precio y la ubicación impactan significativamente la satisfacción y lealtad del turista en Cox's Bazar, Bangladesh. Las estrategias efectivas del mix de marketing son cruciales para mejorar la experiencia general del turista e impulsar las visitas repetidas.
Área de la Ciencia:
- Marketing Turístico
- Marketing de Servicios
- Economía Conductual
Sus antecedentes:
- La satisfacción y lealtad del turista son métricas clave para el éxito del destino.
- Comprender la influencia del mix de marketing de servicios es vital para el desarrollo del turismo.
- Cox's Bazar, un destino turístico popular, requiere información estratégica de marketing.
Objetivo del estudio:
- Investigar el impacto del mix de marketing de servicios en la satisfacción y lealtad del turista en Cox's Bazar.
- Identificar los elementos más influyentes del mix de marketing para mejorar la experiencia del turista.
- Desarrollar un modelo predictivo robusto para la satisfacción del turista.
Principales métodos:
- Recopilación de datos de 500 encuestados mediante encuestas.
- Análisis estadístico que incluye alfa de Cronbach, Factor de Inflación de la Varianza (VIF) y Análisis de Componentes Principales (PCA).
- Modelos de aprendizaje automático (XGBoost) para análisis predictivo, validados mediante validación cruzada, evaluaciones de sensibilidad y curvas de aprendizaje.
Principales resultados:
- El modelo XGBoost demostró una alta precisión predictiva (R-cuadrado = 0.74, MSE = 0.10).
- La variable agregada de precio y lugar (ubicación) fue el predictor más significativo (68.20%).
- Los valores de alfa de Cronbach superaron 0.70, confirmando la fiabilidad de la constructo.
- El VIF fue inferior a 1.05, lo que indica ausencia de multicolinealidad.
Conclusiones:
- Las estrategias de precios y ubicación son primordiales para mejorar la satisfacción y lealtad del turista en Cox's Bazar.
- El estudio valida la efectividad del modelo XGBoost para la investigación de marketing turístico.
- Los hallazgos proporcionan recomendaciones prácticas para los responsables de la formulación de políticas y las partes interesadas del turismo para optimizar los esfuerzos de marketing y mejorar el viaje del turista.
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