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Authors
Abstract(s)
O propósito do presente estudo é investigar o efeito da dimensão sensorial nos eventos turísticos
rurais. Para tal, foi desenvolvido e aplicado um questionário aos visitantes de quatro eventos
turísticos rurais do concelho do Fundão, tendo sido obtidas 110 respostas válidas. Testes
paramétricos e não-paramétricos foram usados para verificar a existência de diferenças entre a
perceção e importância dos sentidos na experiência vivida de acordo com o perfil
sociodemográfico, perfil comportamental, motivações, satisfação e lealdade dos visitantes.
Os resultados revelam a existência da predominância da visão sobre os outros sentidos e a pouca
estimulação do tato e paladar nos eventos. Os visitantes cuja motivação de visita é relaxar
percecionam a dimensão sensorial de forma diferente, um maior grau de satisfação está
associado ao reporte de um maior número de elementos sensoriais e a intenção de regressar ao
evento está relacionada com uma maior importância de todos os cinco sentidos.
A natureza subjetiva e intangível das sensações e emoções que são sempre particulares a cada
pessoa representa uma limitação do presente estudo, bem como a dimensão da amostra obtida.
Investigações futuras deverão replicar o presente estudo, incluindo também as impressões dos
visitantes nas fases pré e durante a visita.
Estes resultados permitem às diversas entidades envolvidas no desenho e implementação dos
eventos conhecer o perfil dos seus visitantes, o perfil sensorial dos eventos, conhecer os pontos
fortes, fracos e aspetos a melhorar nos eventos. Permitem também colmatar as lacunas
existentes no estudo da dimensão sensorial no contexto do turismo rural.
Ao contrário de outros estudos focados num só sentido ou num grupo reduzido de sentidos, o
presente estudo utilizou uma abordagem holística, analisando todos os cinco sentidos humanos,
fazendo-o no contexto do turismo rural, área, até ao momento, ainda pouco investigada,
permitindo aprofundar o conhecimento sobre a mesma.
The purpose of the present study is to investigate the effect of the sensory dimension in rural touristic events. Thereby a survey was developed and applied to the visitors of four rural touristic events in the county of Fundão, obtaining 110 valid answers. Parametric and nonparametric tests were used to verify the existence of differences between the perception and importance of the senses in the experience lived according to the sociodemographic profile, behavior profile, motivations, satisfaction, and loyalty of the visitors. The results revealed the predominance of vision over the four other senses and the lack of stimulation of the senses touch and taste. Visitors who visit the events for relaxing purposes perceive the sensory dimension differently, a higher degree of satisfaction is associated with the report of a higher number of sensory elements and the intention of return to the event is related to the higher importance of all five senses. The subjective and intangible nature of sensations and emotions, which are always specific to each person, represents a limitation, as well as the size of the sample obtained. Future research should replicate the present study, also including the visitors’ impressions before and during the visit. These findings allow the entities involved in the design and implementation of the events to know the profile of their visitors, the sensory profile of the events, gain awareness of the event’s strengths, weaknesses, and aspects to be improved. It also helps to bridge the existing gap in the study of the sensory dimension in the context of rural tourism. Unlike previous studies that are only focused on a single sense or in a reduced group of senses, the present study used a holistic approach, analyzing the five human senses, doing it in the context of the rural tourism, field, at the present, still scarcely researched, allowing for a deeper understanding of it.
The purpose of the present study is to investigate the effect of the sensory dimension in rural touristic events. Thereby a survey was developed and applied to the visitors of four rural touristic events in the county of Fundão, obtaining 110 valid answers. Parametric and nonparametric tests were used to verify the existence of differences between the perception and importance of the senses in the experience lived according to the sociodemographic profile, behavior profile, motivations, satisfaction, and loyalty of the visitors. The results revealed the predominance of vision over the four other senses and the lack of stimulation of the senses touch and taste. Visitors who visit the events for relaxing purposes perceive the sensory dimension differently, a higher degree of satisfaction is associated with the report of a higher number of sensory elements and the intention of return to the event is related to the higher importance of all five senses. The subjective and intangible nature of sensations and emotions, which are always specific to each person, represents a limitation, as well as the size of the sample obtained. Future research should replicate the present study, also including the visitors’ impressions before and during the visit. These findings allow the entities involved in the design and implementation of the events to know the profile of their visitors, the sensory profile of the events, gain awareness of the event’s strengths, weaknesses, and aspects to be improved. It also helps to bridge the existing gap in the study of the sensory dimension in the context of rural tourism. Unlike previous studies that are only focused on a single sense or in a reduced group of senses, the present study used a holistic approach, analyzing the five human senses, doing it in the context of the rural tourism, field, at the present, still scarcely researched, allowing for a deeper understanding of it.
Description
Keywords
Experiência Turística Marketing Sensorial Sentidos Turismo Rural