Segmentation and Perceived Value of a Tourist Destination: The Case of Dominican Republic

Abstract

The main objective of this paper is to make an analysis of the relationships between three fundamental constructs in every tourist destination - the perceived value of the attributes of destination, satisfaction and loyalty. Taking into account the perceived value of the tourists who visit this country, three types of visitors have been identified that are considered valid and useful for segmenting the Dominican Republic as a tourist destination: a high perception tourist, a tourist average and a low perception tourist. The attributes valued by the tourists reveal that the perceptive dimension relates to the tourism services and infrastructures of a destination discriminate in a significant way in the degree of satisfaction and attitudinal loyalty declared by the visitors. The conclusions show the need to consider the perceived value of the satisfied and loyal tourist as an essential tool for the Dominican Republic to continue to grow as a tourist destination.