Determinants of Satisfaction and Social Media Used to Share Travel Experiences : The Case of Colombiamoda Attendees

MICE tourism is a typology of tourism that produces benefits and positive impacts to multiple companies and also to the destinations in which events take place. This type of tourism has been growing and getting consolidated in different cities of Colombia. In this context, Colombiamoda is an important event for the city’s business tourism and has great impact for that sector. This article analyzes the determinants of the satisfaction and the means used by tourists to share their travel experiences. Interviewees attended Colombiamoda 2017 edition between 26 and 28 July. The methodology used is the analysis of classification and regression trees (CART); This methodology pursues the same objectives as the application of a regression model. The sample is formed by 415 individuals. Data were collected by FENALCO Antioquia, on behalf the Situr project (System of Tourist Indicators for Medellín and Antioquia). The main results show that the most important variables to explain the level of overall satisfaction, were the per capita expenditure in congresses and fairs and the activities developed in Antioquia. The level of satisfaction regarding accommodation is explained by the per capita expenditure in congresses and fairs, the activities carried out in Antioquia, the age of the tourist and the per capita expenditure on purchases. Satisfaction with food is determined by the expenditure per capita in Congresses/trade fairs and the means of transport used. Activities carried out in Antioquia explain the level of satisfaction with environment and infrastructure. The latter is also explained by the gender and gender and age. Finally, variables that are determining factors in relation to "share the experience in social networks" are the satisfaction with the environment, the overall satisfaction and the per capita expenditure in congresses/trade fairs