Análisis sobre la reputación de marca, las emociones y la confianza como formadoras de la satisfacción del turista

This paper proposes a causal model of multiple relationships between the brand reputation of a tourist destination and the effects of emotions as stimuli for tourist responses while visiting; it also aims at finding out how these variables provide trust to ensure their satisfaction. The study has been empirically compared for the case of an eco-archaeological tourism destination, Mayan World-Mexico. To this purpose, we develop a multidisciplinary framework with inputs from the signal theory, the theory of emotions in marketing and relationship marketing. Additionally, the developed and proposed model conceives two approaches: the satisfaction cognitive-affective approach and the affective factors approach from environmental psychology. The obtained results confirm most of our hypotheses and show interesting results in the academic and professional fields. Thus, the reputation of destination, consumer emotions and trust are critical for tourists’ satisfaction during their visit to a tourist destination.