Modelos estratégicos enfocados en la experiencia del cliente: clave para la sostenibilidad y diferenciación en la industria del entretenimiento y juegos de azar

Abstract

In a dynamic and highly competitive business environment, strategic management has become an essential tool for the sustained success of organizations, particularly in sectors such as entertainment, hospitality, and tourism. This study analyzes key strategic models and their application in integrated resorts with casinos (IR), emphasizing their role as preferred tourist destinations due to the wide range of services they offer. Customer experience emerges as a crucial differentiating factor, influenced by elements such as personalization, the use of innovative technologies, and the inclusion of exclusive activities. IRs that implement strategies based on perceived value and service differentiation strengthen their market positioning and generate sustainable competitive advantages. The introduction of innovative products, such as automated games, enhances the customer experience by diversifying entertainment options. Additionally, practices such as experiential marketing, staff training, and service-oriented leadership significantly contribute to customer loyalty and repurchase intention. Empirical evidence supports that service quality, combined with experiential value, directly affects consumer satisfaction and brand loyalty.