ESEV - DCA - Artigo em ata de evento científico internacional
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- Examining the role of familiarity in the destination word-of-mouthPublication . Ferreira, Sónia; Santos, Sara; Augusto, Luísa; Santo, Pedro Espírito; Vasconcelos, MariaAfter the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be considered in tourism. Since tourism is based on experiences and familiarity with destinations is reinforced by accumulated experiences, studying the effects of familiarity on tourists' intention to word-of-mouth would be relevant. Furthermore, given that the attitude towards the region visited comprises cognitive and affective dimensions, it would be relevant to analyse the effects of the attitude towards the region on the intention to word-of-mouth. In this sense, this study sought to analyse the determining factors of word-of-mouth in tourism. To this end, a quantitative, cross-sectional survey was carried out, for which data was collected through a questionnaire from a sample of 906 tourists using the Smart PLS software. The results showed that familiarity with the region and attitudes towards the region is essential in tourists' intention to WOM. Therefore, this study supports the idea that tourist destinations should welcome tourists in the best way possible by providing them with greater familiarity with the region so that, through the word-of-mouth generated, it is possible to attract more tourists.
- How Endorser Promotes Emotional Responses in Video AdsPublication . Augusto, Luísa; Santos, Sara; Santo, Pedro Manuel do EspíritoThe importance of advertising on social networks has been growing, and the use of videos has become a more present reality. Understanding the narrative is not always understood by consumers. Closely associated with advertisements on YouTube are influencer marketing and the use of influencers by brands to produce content and narratives about brands, generating greater trust, engagement, and more positive emotional responses. In this sense, understanding how consumers see the narrative and how the video ad generates emotional responses for consumers is still an unexplained issue. This study seeks to fill this gap and studies how video ad elements contribute to positive emotional responses. Through a cross-sectional investigation, data were collected from a group of consumers of a telecommunications brand that were analyzed through structural equation modeling. Therefore, this investigation understands that the endorser is a constituent element of the narrative that promotes narrative transportation and emotional responses.
- The Future of Brand Awareness and Brand Loyalty on Travel AgenciesPublication . Santos, Sara; Monteiro, Joana; Santo, Pedro Espírito; Augusto, Luísa; Oliveira, AdrianaTourism has emerged as one of the great activities of the 21st century; however, due to globalization and the development of the Internet, travel agencies see some of their business principles being changed by new technologies. Furthermore, the impacts of the pandemic crisis (SARS-COV2) have been highly negative. In the field of tourism, travel agencies have been one of the parts that have undergone the most changes. Countless people have gone to a travel agency to book their trips in the past decade. However, this process is not always carried out in the same way. With the appearance and constant development of new technologies, the first online travel agencies emerged. In addition, the consumer becomes increasingly independent in their travel purchases, and the travel agent's work is limited. Online travel agencies advertise more, offering more attractive prices and other conditions that attract customers to buy their trips without going to a travel agency in a physical space. The relationship between agency and tourist is essentially online. Thus, it is essential to analyze the role of travel agents who have their physical spaces open and intend to increase their business by strengthening customer relationships. It is necessary to focus on consumer trust and loyalty while creating and establishing brand or company value. Thus, the results obtained in this study, through a self-administered questionnaire, from a sample of 512 observations, demonstrate that the perceived quality of the relationship influences the brand's awareness and customer loyalty: consumer satisfaction and trust. In this context, this study highlights the importance of the human relationship in selling tourist products and the tourist's previous experience in loyalty to the travel agency.
- Which Factors Influence Word-of-Mouth for Tourism Video Ads?Publication . Augusto, Luísa; Santos, Sara; Ferreira, Sónia; Santo, Pedro Manuel Espírito; Vasconcelos, Maria de AlmeidaNowadays, the popularity of the Internet for advertising purposes and the increasing use of videos to entertain and captivate viewers is undeniable. Short videos have recently gained signicant popularity and have great tourism marketing potential. Given the amount of information on the Internet and social media, it is necessary to make videos and advertisements that stand out. The narrative structure greatly inuences the interpretation of the message in video advertising, mainly when storytelling techniques are utilised. This has a crucial impact on how viewers perceive and immerse in the information. This study presents a model that relates narrative structure, transportation, destination familiarity, and word-of-mouth. Using the PLS-SEM methodology, this model was tested using a sample of 916 participants with the SMART-PLS program. The results of the study show that the structure of the narrative and the level of familiarity with the destination featured in the promotional videos signicantly inuence narrative transportation. This, in turn, improves and promotes word-of-mouth communication. These results contribute to existing research on incorporating narratives into tourism videos and suggest that promotional videos can be a powerful marketing tool for destinations.
- Winery Word of Mouth: the Role of Brand Prestige, Brand Credibility and Wine ExperiencePublication . Santos, Sara; Caldas, Fábio; Santo, Pedro Espírito; Augusto, Luísa; Oliveira, AdrianaAlthough tourism has been heavily affected by the COVID-19 pandemic crisis, its potential as an economic activity that enables the economic and social development of the regions is recognized. As a result of concerns caused by the COVID19 pandemic, tourist agents seek to diversify their offers. In this situation, whether because of the knowledge and interest of tourists in the wine sector or because of the credibility and prestige of some brands with greater notoriety in the sector, wine tourism can be an essential stimulus for the attractiveness of tourists and international investors. Wine is a product of a highly differentiated experience, and tourists who visit wineries that produce wine seek to know the wine production process and have a unique experience with wine brands. These tourists who visit wine cellars seek information through specialized websites, blogs or magazines and highlight the role of word-of-mouth recommendations. Thus, this study aimed to investigate the influence of brand prestige, brand credibility, and brand experience on wine and wineries' word of mouth (WOM). It was carried out a cross-sectional study using a quantitative methodology. Data collected from a sample of 207 individuals were analyzed using PLS structural equation modeling using SMART PLS software. The main results obtained confirm that the credibility and prestige of the brands have a crucial role in the word of mouth of wine cellars.