Deporte y turismo: ¿cómo la Generación Z de Indonesia promueve destinos y sus intenciones de viaje a través de eventos de maratón?
DOI:
https://doi.org/10.47197/retos.v75.117797Palabras clave:
Turismo deportivo, imagen del destino, intención del viaje, generación Z, eventos de maratónResumen
Introducción: Los maratones se han convertido en un elemento clave del turismo deportivo, atrayendo a participantes que también contribuyen a promocionar destinos. Para la generación Z indonesia, las experiencias en maratones y la participación en redes sociales pueden influir notablemente en la imagen del destino y en sus intenciones de viaje.
Objetivo: Este estudio analiza cómo la experiencia en maratones y el uso de redes sociales impactan la imagen del destino y las intenciones de viaje entre la generación Z indonesia, con la imagen del destino como mediador.
Metodología: Se encuestó a 317 jóvenes de la generación Z que participaron en maratones. Los datos se recopilaron mediante una escala Likert de 4 puntos y se utilizó PLS-SEM para evaluar mediciones y relaciones estructurales.
Resultados: La experiencia en maratones y la participación en redes sociales influyen significativamente en la imagen del destino y en la intención de viajar. La imagen del destino media estas relaciones y el modelo muestra buen poder explicativo.
Discusión: Las experiencias positivas en maratones y el uso activo de redes sociales aumentan el atractivo del destino para la generación Z, coincidiendo con estudios previos en turismo deportivo y marketing de eventos.
Conclusiones: Los eventos de maratón actúan como herramientas deportivas y promocionales que refuerzan la imagen del destino y fomentan los viajes entre la generación Z. Integrar experiencias del evento con estrategias en redes sociales puede apoyar el turismo deportivo sostenible en Indonesia.
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