Retos tecnológicos en ecoturismo: Co-creando valor en plataformas virtuales y sus consecuentes
Resumen
La presente investigación pretende examinar la co-creación de valor (CCV) online aplicado al sector de ecoturismo. Nuestro estudio se centra en el ecoturismo ya que en los últimos años ha presentado un gran desarrollo y se ha convertido en un importante impulsor del crecimiento económico de diversos países.
El comportamiento del consumidor ha cambiado para convertirse en actores activos, participativos y colaborativos en la demanda de productos o servicios. Por tanto, los modelos de negocio se han adaptado y transformado. La tecnología es el factor clave para el desarrollo de estos nuevos modelos, mediante plataformas interactivas que permiten al consumidor consultar información, buscar ofertas, expresar opiniones, comentar sobre productos o servicios, etc. Luego entonces, el ecoturismo no es ajeno a la implementación y desarrollo de estas plataformas, los ecoturistas también experimentan todo este proceso y co-crean valor.
Con este estudio se espera identificar factores motivacionales que influyen en la participación del ecoturista durante el proceso de co-creación de valor. Al mismo tiempo, esta relación puede verse mediada por la tipología del ecoturista, por lo que analizaremos cómo es perfil ecoturista.
Asimismo, profundizaremos en los consecuentes de la CCV tales como la satisfacción con el propio rendimiento y el e-wom posterior a la experiencia de co-creación de valor. Por último, se mostrarán dos casos de éxito de CCV: NaturaLista (México) y Wikiloc (España) para examinar las herramientas y mecánicas de juego de dichas plataformas.
Citas
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