Satisfacción del turista usando factores motivacionales: comparación de modelos de aprendizaje estadístico
Tourist Satisfaction Using Motivational Factors: Comparison of Statistical Learning Models
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El nivel de satisfacción de un turista con el destino visitado y su intención de volver a visitarlo se asumen como dependientes de su experiencia previa con el lugar. Para observar esta perspectiva relacional, se utilizó un conjunto de datos de 386 turistas que visitaron la ciudad de Medellín (Colombia) durante el año 2018. Para predecir la variable de volver a visitar la ciudad y la satisfacción con el destino, se usaron las variables consideradas de empuje (push) y aquellas que halan (pull) al turista. Se estimaron cuatro modelos de aprendizaje estadístico para la clasificación de los turistas: regresión logística, árboles aleatorios, máquinas de soporte vectorial y el conjunto de aumento de gradiente extremo. Las variables más importantes en las estimaciones de la satisfacción fueron ‘hablar sobre una experiencia de viaje en el futuro’ e ‘ir a lugares que mis amigos no han visitado’; y para volver a visitar la ciudad fueron ‘visitar lugares históricos’ y ‘viajar a bajos precios’.
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