masterThesis
Uso de fotografias em mídias sociais como fator influenciador na intenção de escolha de destinos de viagem
Fecha
2018-02-26Registro en:
SILVA, Danilo Serafim da. Uso de fotografias em mídias sociais como fator influenciador na intenção de escolha de destinos de viagem. 2018. 95f. Dissertação (Mestrado em Turismo) - Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2018.
Autor
Silva, Danilo Serafim da
Resumen
Information and Communication Technology (ICT) transforms society and markets,
leading to new forms of behavior for both consumers and companies. The tourism
industry is one of the most influenced ones due to the incorporation of technologies,
mainly around the Internet, giving rise to new business models, reformulation in the
structures of distribution channels, as well as changes in purchase and distribution
processes. The expansion of the Internet has led to the dissemination of social
media, which are mainly responsible for the diffusion of User-Generated Content
(UGC). In turn, UGC has gained significant importance as more people are searching
for and sharing comments, photos, and videos on different social media, thereby
becoming a deciding factor when choosing travel destinations. The research model is
based on the Theory of Planned Behavior (TPB) with four variables (attitude,
subjective norms, perceived control, and behavioral intention), as well as two other
constructs, affective and cognitive images. The goal is to analyze the use of
photographs on social media as an influencing factor in the intention to choose travel
destinations. The study was conducted under hypothetical-deductive logic, being
classified as descriptive-exploratory with respect to its goals. The approach was
quantitative using a survey with non-probabilistic sampling and 300 Brazilian
respondents. The data collection instrument was composed of a structured
questionnaire, which was applied online in February 2017. Data were analyzed
through Structural Equation Modeling (SEM) using the SPSS software with the
AMOS package, version 22.0. Among the main results based on the confirmed
hypotheses, it is emphasized that the photographic image mediated by the traveler’s
attitude in the intention to use photographs on social media has a positive influence
on the choice of travel destinations for people planning trips. Therefore, it is evident
that promoters should invest more in divulgating the touristic image of cities on social
media and, consequently, help to strategically position travel destinations.