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Imagem dos destinos turísticos e competitividade : perceção da imagem Açores enquanto destino turístico pelos principais mercados emissores
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| Resumo, Índice, Introdução | 640.07 KB | Adobe PDF | ||
| Documento Principal | 5.46 MB | Adobe PDF |
Authors
Abstract(s)
Atualmente deparamo-nos com um mercado altamente competitivo, sendo a imagem um elemento decisivo para a seleção de um destino turístico. Assim sendo, a presente investigação tem como principal objetivo compreender a imagem, cognitiva, afetiva e global, do destino turístico Açores por parte dos principais mercados emissores. Visa perceber a qualificação dos atributos, bem como o grau de importância que estes assumem na seleção de um destino. Pretende-se, também, identificar as motivações da visita, as fontes de informação mais utilizadas, assim como compreender o nível de satisfação e as expetativas futuras destes mercados em relação à região.
A revisão de literatura aborda, numa primeira instância, o conceito de destino turístico e competitividade, posteriormente apresenta os principais conceitos de imagem dos destinos turísticos, os modelos de formação da imagem, o processo de escolha dos destinos turísticos, e as escalas utilizadas para medir a dimensão cognitiva e afetiva da imagem. Para além disso, aborda a questão da satisfação, uma vez que esta influencia a intenção de regressar e/ou a intenção de recomendar o destino turístico.
Os resultados da investigação comprovam, parcialmente, que: (1) a imagem cognitiva influencia a imagem afetiva do destino turístico; (2) a imagem cognitiva afetiva do destino influencia a imagem global do destino turístico; (3) os fatores sociodemográficos (país e idade) influenciam as duas dimensões da imagem do destino turístico; (4) a quantidade e o tipo de fontes de informação influenciam a imagem cognitiva e afetiva do destino; e (5) a experiência prévia e as motivações influenciam a imagem cognitiva e afetiva do destino turístico. Os resultados da pesquisa sugerem, também, que a imagem global influencia a satisfação e a intenção de recomendar e/ou regressar, e que a satisfação influencia a intenção de recomendar e/ou regressar ao destino turístico. Verificamos, ainda, a preferência por um conjunto de fontes de informação que podem ser designadas de Word of Mouth, de Word of Mouse, ou Eletronic Word of Mouth.
Devido à importância subjacente à imagem, a investigação assume-se como sendo uma ferramenta útil para o aumento da competitividade da região, uma vez que esta poderá ajustar e/ou alterar as suas estratégias de marketing tendo em conta o posicionamento pretendido.
ABSTRACT: Currently we are faced with a highly competitive market and image is a decisive element in the selection of a tourist destination. This research aims to understand cognitive, affective and overall image of the Azores as a tourist destination from major source markets. It aims to ascertain the qualification of the attributes as well as the degree of importance they play in selecting a destination. Also intends to identify the motivations of the visit and the most commonly used sources of information, as well as understand the level of satisfaction and future expectations of these markets concerning the region. The literature review addresses the definition of tourist destination and competitiveness, and also brings together the main definitions, over time, regarding the concept of image of tourist destinations, as well as mentions the process of image formation and the scales used to measure the cognitive and affective dimensions. Furthermore, it addresses the question of satisfaction, since this influences the intention to return and / or intention to recommend the tourist destination. The results indicate, partly, that: (1) cognitive destination image influences affective destination image; (2) cognitive and affective destination image influences overall image; (3) the sociodemographic factors (country and age) influences cognitive and affective destination image; (4) the amount and the type of information sources influences cognitive and affective image; and (5) previous experience and tourists’ motivations influences cognitive and affective destination image. The investigation confirmed that: (1) the overall image influence satisfaction and intention to recommend and/or return to the tourist destination; (2) satisfaction influence the intention to recommend and/or return to the tourist destination. We also verified the preference for a set of information sources that can be nominated as Word of Mouth, Word of Mouse, or Electronic Word of Mouth. Due to the underlying importance of the image, research is assumed to be a useful tool for increasing the competitiveness of the region, since marketing strategies can be adjusted and / or changed for creating and enhancing tourism destination image by taking into account the desired position on the market.
ABSTRACT: Currently we are faced with a highly competitive market and image is a decisive element in the selection of a tourist destination. This research aims to understand cognitive, affective and overall image of the Azores as a tourist destination from major source markets. It aims to ascertain the qualification of the attributes as well as the degree of importance they play in selecting a destination. Also intends to identify the motivations of the visit and the most commonly used sources of information, as well as understand the level of satisfaction and future expectations of these markets concerning the region. The literature review addresses the definition of tourist destination and competitiveness, and also brings together the main definitions, over time, regarding the concept of image of tourist destinations, as well as mentions the process of image formation and the scales used to measure the cognitive and affective dimensions. Furthermore, it addresses the question of satisfaction, since this influences the intention to return and / or intention to recommend the tourist destination. The results indicate, partly, that: (1) cognitive destination image influences affective destination image; (2) cognitive and affective destination image influences overall image; (3) the sociodemographic factors (country and age) influences cognitive and affective destination image; (4) the amount and the type of information sources influences cognitive and affective image; and (5) previous experience and tourists’ motivations influences cognitive and affective destination image. The investigation confirmed that: (1) the overall image influence satisfaction and intention to recommend and/or return to the tourist destination; (2) satisfaction influence the intention to recommend and/or return to the tourist destination. We also verified the preference for a set of information sources that can be nominated as Word of Mouth, Word of Mouse, or Electronic Word of Mouth. Due to the underlying importance of the image, research is assumed to be a useful tool for increasing the competitiveness of the region, since marketing strategies can be adjusted and / or changed for creating and enhancing tourism destination image by taking into account the desired position on the market.
Description
Dissertação de Mestrado, Gestão do Turismo Internacional, 18 de julho de 2016, Universidade dos Açores.
Keywords
Competitividade Destino Turístico Imagem (percepção) Marketing Açores Competitiveness Image Marketing Tourism Destination Azores
Pedagogical Context
Citation
Melo, Helena Maria Pascoal. "Imagem dos destinos turísticos e competitividade: perceção da imagem Açores enquanto destino turístico pelos principais mercados emissores". 2016. 182 p.. (Dissertação de Mestrado em Gestão do Turismo Internacional, especialidade em Destinos Turísticos). Ponta Delgada: Universidade dos Açores, 2016. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/3897>.