Dissertação
Atratividade turística, imagem, reputação e recomendação on-line: um modelo integrativo das percepções de turistas de Ouro Preto
Fecha
2013-12-19Autor
Mariana de Freitas Coelho
Institución
Resumen
The competitiveness among touristic destinations have urged academic interest in researching
the factors which contribute for the destinations’ choice. In one hand, researchers focus on
establishing the factors which impact on the tourist perception of the destination. Other
approach tend to decompose touristic attractiveness in order to find its most important
dimensions. However, a few studies have associated destination attractiveness with future
behavior. This research aims to find the relation between the attractiveness factors of a
touristic destination perceived by its consumers and their intention to recommend the
destination in on-line media. The city of Ouro Preto, Minas Gerais, Brazil, was chosen as to
develop the research, due to its touristic relevance in a national and regional context. The
adopted method consisted in an exploratory-descriptive research, with a mixed approach.
Firstly, a two-step qualitative phase interviewed 12 local stakeholders to understand the
phenomenon holistically. Then, 15 experts helped on understanding the concept of reputation
in touristic destinations. Secondly, a quantitative research surveyed 396 tourists visiting Ouro
Preto, over 18 years old. The qualitative phase showed that potential attractions and
destination’s competitors should also be taken into account in attractiveness studies. Also, the
4 main themes for destination reputation where communication, assessment, distinction and
time. The quantitative research model has not confirmed the hypotheses based on Das et al.
(2007), which related factors impacting on tourist attractiveness (Accessibility, Infrastructure,
Destination’s Atmosphere, Distinctive Local Features, Perceived Environment and Culture)
and Perceived Attractiveness. Therefore, an alternative model with the other approach of
attractiveness’ researches was tested. Through an exploratory factor analysis 5 dimensions of
attractiveness were found: Infrastructure, Touristic Resources, Perceived Environment,
Distinctive Atmosphere and Museum’s Atmosphere. These dimensions were all impacted by
the tourist’s perceived attractiveness. Finally, the study attests that there is, at least in the
context of this research, both a relationship between reputation and perceived attractiveness,
and perceived attractiveness and intention to recommend the destination on the internet.