Gestión de la experiencia del cliente: Impulsando el engagement en el turismo

Tourism companies seek to establish a deep and lasting connection with their customers, thus boosting their loyalty. The purpose of this study was to analyze the influence of customer experience management (CEM) on the generation of customer engagement (CE) in tourism companies in central and southern Peru. With a quantitative approach, a population of 1,634,128 users of tourism services and a sample of 2,359 individuals surveyed through anonymous electronic forms, whose data were subjected to ordinal logistic regression, the results showed that CEM has a significant influence on CE, explaining 20.5% of its variability and important influence in the dimensions of CE: 17.0% in the cognitive, 11.5% in the behavioral and 23.7% in the emotional. In conclusion, it is confirmed that CEM is important to develop a high‐value engagement in the tourism sector, being the emotional connections with users the initial point to be strengthened.