Purchasing Behavior of Alternative Tourists in Cancún: A Model Based on the Unified Theory Acceptance and Use Technology (UTAUT II)

Why does a tourist decide to purchase a tourism product through a mobile app or social media, and why does he or she choose one alternative tourism destination over another? This book answers that question through an applied study conducted in Cancún, one of Mexico's most important tourist destinations. Based on the Unified Theory of Acceptance and Use of Technology II (UTAUT II), it proposes a model that explains the purchase intention and behavior of alternative tourists based on four factors: trust, social influence, consumption habits, and technological innovation. Through a quantitative study, involving hypothesis testing and a linear regression model, the variables that truly influence tourists' purchasing decisions are identified, and some common myths about digital tourism marketing are debunked. The result is a rigorous and practical work aimed at tourism service providers, marketers, researchers, and students interested in understanding how technology transforms the purchasing behavior of contemporary tourists, offering concrete recommendations for improving the marketing of alternative tourism in the digital age.