| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.91 MB | Adobe PDF |
Authors
Abstract(s)
A evolução tecnológica, aliada ao uso das Tecnologias de Informação e Comunicação
(TICs) e outras tecnologias digitais mais sofisticadas, como Realidade Virtual (RA), IoT
(internet das coisas), Beacons, Chatbots, entre outras, trouxeram mudanças significativas
para a indústria do turismo, transformando o ciclo da experiência turística. O enoturismo,
assumido como um importante ativo estratégico de desenvolvimento do país, deve
adaptar-se a esta tendência, de forma, a agregar valor à experiência enoturística.
Apesar dos benefícios significativos das tecnologias, poucos estudos exploraram o uso de
tecnologias por enoturistas durante todas as fases de sua jornada de viagem e como podem
aprimorar a sua experiência de enoturismo.
Assim, este estudo preenche esta lacuna ao explorar como os enoturistas utilizam as
tecnologias na sua viagem turística (antes, durante e depois da viagem) e como melhoram
a sua experiência enoturística.
Para obtenção dos resultados, foi aplicado um inquérito por questionário disponibilizado
online em língua portuguesa, inglesa e francesa aos visitantes da Região Demarcada do
Douro. A partir deste método foi obtida uma amostra de conveniência, constituída por
207 respostas válidas.
Através da análise fatorial exploratória (AFE) foi possível dividir a utilização das TICs
em três fatores: fator 1 – Utilização das tecnologias mais elaboradas/sofisticadas; fator 2–
Utilização de tecnologias mais práticas/utilitárias e fator 3 – Utilização de tecnologias
após experiência. Com o objetivo de compreender quais os fatores que mais contribuem
para a satisfação, experiência memorável e lealdade ao destino, procede-se ao cálculo dos
coeficientes de correlação, verificando-se uma relação linear positiva entre a utilização
das TICs na experiência enoturística e os construtos em estudo. Quanto ao perfil
sociodemográfico, a partir do teste ANOVA foi possível concluir que os enoturistas de
diferentes faixas etárias e género não mostram diferenças significativas na utilização das
novas tecnologias na experiência enoturística. No entanto, verifica-se uma relação
significativa entre o uso das tecnologias com as variáveis, habilitações académicas e
rendimento. As conclusões deste estudo são relevantes para que as regiões vitivinícolas e stakeholders
redesenhem as suas estratégias, podendo-se tornar mais competitivos ao incluir novas
tecnologias em todas as fases da jornada do enoturista.
ABSTRACT: Technological evolution, combined with the use of Information and Communication Technologies (ICTs) and other more sophisticated digital technologies, such as Virtual Reality (AR), IoT (Internet of Things), Beacons, Chatbots, among others, have brought significant changes to the industry of tourism, transforming the cycle of the tourist experience. Wine tourism, assumed to be an important strategic asset for the country's development, must adapt to this trend to add value to the wine tourism experience. Despite the significant benefits of technologies, few studies have explored the use of technologies by wine tourists during all phases of their travel journey and how they can enhance their wine tourism experience. Thus, this study fills this gap by exploring how wine tourists use technologies in their tourist trip (before, during and after the trip) and how they improve their wine tourism experience. To obtain the results, a questionnaire survey was available online in Portuguese, English and French to visitors to the Douro Demarcated Region. Using this method, a convenience sample was obtained, consisting of 207 valid responses. Through exploratory factor analysis (EFA) it was possible to divide the use of ICTs into three factors: factor 1 – Use of more elaborate/sophisticated technologies; factor 2 – Use of more practical/utilitarian technologies and factor 3 – Use of technologies after experience. To understand which factors most, contribute to satisfaction, memorable experience and destination loyalty, the correlation coefficients are calculated, verifying a positive linear relationship between the use of ICTs in the wine tourism experience and the constructs in study. As for the sociodemographic profile, from the ANOVA test it was possible to conclude that wine tourists of different age groups and gender do not show significant differences in the use of new technologies in the wine tourism experience. However, there is a significant relationship between the use of technologies with the variables, academic qualifications, and monetary income. The conclusions of this study are relevant for wine regions and stakeholders to redesign their strategies, making it possible to become more competitive by including new technologies in all stages of the wine tourist's journey.
ABSTRACT: Technological evolution, combined with the use of Information and Communication Technologies (ICTs) and other more sophisticated digital technologies, such as Virtual Reality (AR), IoT (Internet of Things), Beacons, Chatbots, among others, have brought significant changes to the industry of tourism, transforming the cycle of the tourist experience. Wine tourism, assumed to be an important strategic asset for the country's development, must adapt to this trend to add value to the wine tourism experience. Despite the significant benefits of technologies, few studies have explored the use of technologies by wine tourists during all phases of their travel journey and how they can enhance their wine tourism experience. Thus, this study fills this gap by exploring how wine tourists use technologies in their tourist trip (before, during and after the trip) and how they improve their wine tourism experience. To obtain the results, a questionnaire survey was available online in Portuguese, English and French to visitors to the Douro Demarcated Region. Using this method, a convenience sample was obtained, consisting of 207 valid responses. Through exploratory factor analysis (EFA) it was possible to divide the use of ICTs into three factors: factor 1 – Use of more elaborate/sophisticated technologies; factor 2 – Use of more practical/utilitarian technologies and factor 3 – Use of technologies after experience. To understand which factors most, contribute to satisfaction, memorable experience and destination loyalty, the correlation coefficients are calculated, verifying a positive linear relationship between the use of ICTs in the wine tourism experience and the constructs in study. As for the sociodemographic profile, from the ANOVA test it was possible to conclude that wine tourists of different age groups and gender do not show significant differences in the use of new technologies in the wine tourism experience. However, there is a significant relationship between the use of technologies with the variables, academic qualifications, and monetary income. The conclusions of this study are relevant for wine regions and stakeholders to redesign their strategies, making it possible to become more competitive by including new technologies in all stages of the wine tourist's journey.
Description
Keywords
Enoturismo Novas Tecnologias Satisfação Experiência memorável Lealdade ao destino