Salvadorans find wealth in tourism and study during the pandemic



Tourism is the consumer category that contributes most to the well-being of Salvadorans, with an average rating of 7.6 out of 10, according to the results of the study conducted by the CCK agency.

The digital sample was carried out on 276 Salvadorans, men and women over the age of 18.

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Other categories of consumption that stand out are the study and / or payment of other people’s studies with 6.8 out of 10 and the use of technology with 6.1.

The research was conducted on the basis of the PERMA theoretical model developed by Martin Seligman and his colleagues at the University of Pennsylvania, who defines and measures well-being from 5 dimensions: positive emotions, involvement or enthusiasm, relationships, purpose and meaning; and finally, objectives and results.

In general terms, the Salvadorans surveyed reported an average of 6.1 well-being on a scale of 0 to 10.

Can read: Central America, luxury tourism at its best


The results

“The trend towards greater well-being will continue to increase as people continue to ask deeper questions about their relationship with others, their feelings, the meaning of their life and the results they have achieved,” indicated Diana Quirós, leader of Data Meaning, CCK Research Specialist dealing with trend analysis and target audience understanding.

Related: What beaches could you visit in Central America?

“Although well-being is a subjective construction, brands and organizations can participate in the flourishing of positive emotions, engagement and enthusiasm, relationships and the search for meaning and achievement of people’s goals,” said Marta Sigarán, Country Manager of CCK in El Salvador.

“This effort will allow them to connect with their audiences like never before, with a new context marked by the pandemic, but with multiple opportunities to come together and interact to bring them well-being,” he adds.

What brings wellbeing to Salvadorans?

The results highlighted 3 important discoveries that allow us to understand what brings a higher level of well-being to Salvadorans, to connect with them:

1.The holiday is wellness in all its dimensions.

Holidays and sightseeing are the category that provides the greatest well-being as it generates well-being from the five PERMA dimensions of well-being. S. In this sense, the pursuit of integral well-being in tourism is so strong that even in times of crisis it stands out.

2. Telecommunications and streaming contribute to well-being differently from other forms of consumption.

In general terms, consumption is mostly associated with positive emotions. However, technology and streaming are two of the categories that produce excitement, engagement and contribution to their relationships in a priority manner.

3. Brands perceived as generators of well-being are present in people’s daily lives.

In open-ended questions, respondents were asked which brands provide them with well-being. In general, for all dimensions of wellness, the brands with the most mentions were found in the categories of: technology and communication, food and drink and, finally, clothing, footwear and accessories.

WELLNESS CCK (800x600)


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