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Abstract(s)
No atual contexto competitivo da economia dos países, o turismo apresenta-se como um setor estratégico de relevância acrescida. Os mercados globais, industrializados e em constante evolução tecnológica fomentaram a necessidade de diferenciação; e com a riqueza individual generalizada, os benefícios funcionais e racionais deixaram de ser um fator distintivo para o atendimento das expetativas e requisitos dos consumidores. Como consequência, as experiências começaram a destacar-se como um novo «campo de batalha competitiva», onde os eventos memoráveis e únicos são atos de consumo essenciais. Dessa forma, a compreensão da natureza das experiências de turismo assume uma importância fundamental para que os serviços e produtos possam ser reformulados e reposicionados, obtendo-se como resultado uma clara vantagem competitiva.
Neste contexto surge o principal objetivo da dissertação: compreender quais as motivações para a participação em eventos, bem como, compreender de que forma as dimensões de consumo influenciam as emoções percebidas, a satisfação e a lealdade em eventos, através da proposta de um modelo estrutural. Na metodologia da investigação utilizou-se como técnica de recolha de dados, um questionário elaborado para recolher a perceção das pessoas sobre a sua participação em eventos, que permitiu a obtenção de 254 respostas válidas. Essas respostas serviram de base para uma abordagem quantitativa e uma avaliação do modelo através de equações estruturais. A análise do modelo proposto comprovou a maioria das relações previstas nas hipóteses e obteve interessantes níveis de correlação e capacidade preditiva. Dos resultados obtidos destaca-se a influência positiva das dimensões de consumo (educação, escapismo, entretenimento e estética) sobre o comportamento dos participantes, ou seja, nas suas emoções, satisfação e lealdade. As relações comprovaram a importância de experiências autênticas e memoráveis, capazes de envolver emocionalmente e intensamente os participantes, para que o julgamento de satisfação e consequente fidelização resultem num efeito positivo para as organizações de eventos.
In the current competitive context of the countries’ economies, tourism presents itself as a strategic sector of increased relevance. Global markets, industrialization and evolving technological fostered the need for differentiation; with the widespread individual wealth, the functional and rational benefits are no longer a distinguishing factor for meeting the expectations and requirements of consumers. As a result, experiments began to stand out as a new ' battlefield ' competitive, where the memorable and unique events are acts of essential consumption. Thus, understanding the nature of tourism experiences assumes paramount importance so that services and products can be reformulated and repositioned, obtaining as a result a clear competitive advantage. In this context arises the main objective of the dissertation: understand what the motivations for participation in events as well, understand how the dimensions of consumption influence emotions, satisfaction and loyalty in events, through the proposal of a structural model. In research methodology was used as data collection technique, a questionnaire designed to collect the perception of people about their participation in events, which allowed for the obtainment of 254 valid answers. These answers were the basis for a quantitative approach and an assessment of the model through structural equations. The analysis of the proposed model proved most relationships laid down in the hypotheses and has obtained interesting levels of correlation and predictive capacity. The results highlight the positive influence of the dimensions of consumption (education, escapism, entertainment and aesthetics) e on the behavior of the participants that is, in your emotions, satisfaction and loyalty. Relations proved the importance of authentic and memorable experiences, able to engage emotionally and intensely participants, for the trial of satisfaction and loyalty resulting in a consequent positive effect on organizations of events.
In the current competitive context of the countries’ economies, tourism presents itself as a strategic sector of increased relevance. Global markets, industrialization and evolving technological fostered the need for differentiation; with the widespread individual wealth, the functional and rational benefits are no longer a distinguishing factor for meeting the expectations and requirements of consumers. As a result, experiments began to stand out as a new ' battlefield ' competitive, where the memorable and unique events are acts of essential consumption. Thus, understanding the nature of tourism experiences assumes paramount importance so that services and products can be reformulated and repositioned, obtaining as a result a clear competitive advantage. In this context arises the main objective of the dissertation: understand what the motivations for participation in events as well, understand how the dimensions of consumption influence emotions, satisfaction and loyalty in events, through the proposal of a structural model. In research methodology was used as data collection technique, a questionnaire designed to collect the perception of people about their participation in events, which allowed for the obtainment of 254 valid answers. These answers were the basis for a quantitative approach and an assessment of the model through structural equations. The analysis of the proposed model proved most relationships laid down in the hypotheses and has obtained interesting levels of correlation and predictive capacity. The results highlight the positive influence of the dimensions of consumption (education, escapism, entertainment and aesthetics) e on the behavior of the participants that is, in your emotions, satisfaction and loyalty. Relations proved the importance of authentic and memorable experiences, able to engage emotionally and intensely participants, for the trial of satisfaction and loyalty resulting in a consequent positive effect on organizations of events.
Description
Keywords
Economia das Experiências Emoções Eventos Turísticos Experiência Em Turismo Lealdade Motivações Satisfação