Hospitalidad y servicios en el turismo religioso

espanolAnte la creciente afluencia de turismo religioso y la importancia de las relaciones de hospitalidad y religion, se justifica el presente estudio que busca investigar la estrategia competitiva de destinos turisticos religiosos. El problema de investigacion esta centrado en como contribuyen las acciones de hospitalidad y la oferta de servicios turisticos para que un destino religioso obtenga ventajas competitivas. El objetivo general es comprender la relacion entre los servicios turisticos ofrecidos y las acciones de hospitalidad promovidas por el Santuario Nacional de Nuestra Senora Aparecida y sus contribuciones al visitante. Tambien se busco identificar la relevancia de la hospitalidad para los gestores del santuario y los visitantes; analizar las relaciones entre la hospitalidad en los servicios ofrecidos y la estrategia de competitividad del santuario; e identificar a los principales stakeholders del santuario y las relaciones sociales existentes entre ellos. Se testearon 3 hipotesis: (H1) las acciones de hospitalidad promovidas por el santuario contribuyen a aumentar el numero de visitantes; (H2) los servicios turisticos ofrecidos por el santuario influyen positivamente en la satisfaccion de los visitantes; y (H3) existe una relacion de hospitalidad entre el santuario y sus stakeholders. Se opto por un estudio empirico de caracter exploratorio, descriptivo y cuali-cuantitativo. Se adopto el metodo de estudio de caso unico conforme lo propuesto por Yin (2015), utilizando el metodo de categorizacion de Bardin (1977) para el analisis de contenido realizado a la informacion recolectada. La obtencion de datos se llevo a cabo mediante la recoleccion bibliografica y documental y las entrevistas. Las tres hipotesis fueron confirmadas. EnglishHospitality and Service Offerings in Religious Tourism. Given the growing influx of religious tourism and the assumption of the importance of relations of hospitality and religion, it is justified the present study that seeks to investigate the competitive strategy of religious tourist destinations, which has the problem of research: how hospitality actions and the offer of tourism services contribute to gain competitive advantage in a religious destination? The general objective was defined: to understand the relationship between the tourist services offered and the hospitality actions promoted by the “Santuario Nacional de Nossa Senhora Aparecida” and its contributions to the visitor. It was also sought to identify the relevance of hospitality to Sanctuary managers and visitors; to analyze the relationships between hospitality in the services offered and the strategy of competitiveness of the Sanctuary; identify the main stakeholders of the Sanctuary and the social relations existing between them. Three hypotheses were tested: (H1) the hospitality actions promoted by the Sanctuary contribute to the increase in the number of visitors; (H2) the tourist services offered by the Sanctuary positively influence visitor satisfaction and (H3) there is a relationship of hospitality between the Sanctuary and its stakeholders. An exploratory and descriptive, qualitative and quantitative empirical research was chosen, adopting the single case study method as proposed by Yin (2015), using the Bardin (1977) categorization method to content analysis performed on the information collected. The collection of evidences was carried out in a bibliographical, documentary and by means of interviews and a questionnaire based on the Likert Scale. All three hypotheses were confirmed.