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Análise do comportamento do consumidor no turismo : uma abordagem geracional da procura turística nos Açores
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Authors
Abstract(s)
Uma estratégia de marketing eficaz deverá estar centrada no consumidor. Ao nível dos destinos turísticos, e das empresas que neles operam, importa analisar de forma específica o comportamento dos turistas para adequar a oferta de produtos, serviços e experiências às suas necessidades e desejos.
Reconhecendo que o comportamento do consumidor se encontra em constante mudança, importa determinar quais os principais aspetos do comportamento de compra dos turistas que deverão ser monitorizados periodicamente por parte dos destinos turísticos e das empresas que neles operam.
A presente investigação analisa o comportamento de compra dos turistas que visitam os Açores através da análise de inquéritos por questionário, que foram implementados pelo Observatório do Turismo dos Açores no Verão IATA 2015 junto de 1.125 turistas.
Tendo por base que os fatores sociodemográficos influenciam o comportamento dos turistas, os resultados obtidos foram analisados segundo os princípios da teoria geracional de modo a avaliar a independência entre os vários aspetos que integram o comportamento do consumidor e as gerações a que estes pertencem.
A investigação permitiu concluir que existe evidência de queo comportamento de compra dos turistas inquiridos dependeu, em algumas das suas componentes, das gerações a que os mesmos pertencem. Por esta razão, os esforços de marketing desenvolvidos deverão ter em consideração estes resultados de forma a serem eficazes.
ABSTRACT: An effective marketing strategy must be centered on the consumer. Tourism destinations and tourism firms need to analyze the consumer behavior in order to adapt their supply of goods, services and experiences to tourists’ needs and wants. Since the consumer behavior is in constant change, it is compulsory to determine which aspects of their buying behavior need to be analyzed on a regular basis by tourism destinations and tourism firms. This research focuses on the buying behavior of tourists visiting the Azores and it wasdeveloped by surveys implemented among 1.125 tourists by the Azores Tourism Observatory, in the IATA Summer of 2015. Knowing that the socio-demographic aspects of tourists influence their behavior, the obtained results were analyzed in accordance to the principles of the generational theory. The goal was to assess whether the different components of tourists’ buying behavior are independent from the generation they are included in. Through the results obtained, it was possible to conclude that there is evidence that some of the components of tourists’ buying behavior depend on the generation that they belong to. For this reason, promotional efforts should consider these results so that they had betterprobability of attending the characteristics of each generation.
ABSTRACT: An effective marketing strategy must be centered on the consumer. Tourism destinations and tourism firms need to analyze the consumer behavior in order to adapt their supply of goods, services and experiences to tourists’ needs and wants. Since the consumer behavior is in constant change, it is compulsory to determine which aspects of their buying behavior need to be analyzed on a regular basis by tourism destinations and tourism firms. This research focuses on the buying behavior of tourists visiting the Azores and it wasdeveloped by surveys implemented among 1.125 tourists by the Azores Tourism Observatory, in the IATA Summer of 2015. Knowing that the socio-demographic aspects of tourists influence their behavior, the obtained results were analyzed in accordance to the principles of the generational theory. The goal was to assess whether the different components of tourists’ buying behavior are independent from the generation they are included in. Through the results obtained, it was possible to conclude that there is evidence that some of the components of tourists’ buying behavior depend on the generation that they belong to. For this reason, promotional efforts should consider these results so that they had betterprobability of attending the characteristics of each generation.
Description
Dissertação de Mestrado, Gestão do Turismo Internacional, 27 de Janeiro de 2017, Universidade dos Açores.
Keywords
Comportamento do Consumidor Marketing Turista Turismo Management of Tourism Destinations Tourists Azores
Citation
Rebelo, Andreína Correia. "Análise do comportamento do consumidor no turismo: uma abordagem geracional da procura turística nos Açores". 2017. 110 p.. (Dissertação de Mestrado em Gestão do Turismo Internacional). Ponta Delgada: Universidade dos Açores, 2016. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/4100>.