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Abstract(s)
À Internet alterou o panorama da comunicação e levantou desafios significativos em várias áreas de atividade, incluindo a do turismo e hospitalidade. Devido à abundância de destinos turísticos disponíveis atualmente, a competição é notória. Por conseguinte, os destinos turísticos devem conceber estratégias para se destacarem, construírem, e reforçarem a familiaridade e ligação do cliente com a marca. As plataformas digitais, especialmente as redes sociais, são hoje veículos eficazes para a comunicação, atingindo milhões de utilizadores. Como tal, é fundamental que os conteúdos partilhados sejam relevantes e educativos. Além disso, o advento da Web 2.0 proporcionou aos utilizadores a oportunidade de se transformarem de espectadores passivos para criadores, facilitando a troca de pensamentos e conteúdos com outros utilizadores. Conceitos como “conteúdo gerado pelo utilizador” e “boca a boca online” são particularmente significativos neste contexto. Estes são muitas vezes reconhecidos pelos turistas como fontes de informação fiáveis e fidedignas, por vezes mais do que conteúdo criado pela empresa. Estes podem influenciar a decisão de visita de um potencial turista, o que os torna fundamentais para os destinos. Este estudo assume como orientação metodológica a investigação correlacional, com abordagem mista, quanto à natureza dos dados. Como parte do método qualitativo, foi realizado um inquérito por entrevista com a Chefe do Núcleo Comunicação, Imagem e Relações Públicas do Turismo Centro de Portugal, Adriana Rodrigues. Adicionalmente, foi realizado um focus group para melhor compreender a opinião dos turistas da Região Centro de Portugal relativamente às variáveis estudadas nesta investigação. No âmbito da abordagem quantitativa, foi aplicado um inquérito por questionário aos turistas e potenciais turistas da Região Centro de Portugal, constituindo-se uma amostra de 515 participantes. Os dados recolhidos foram submetidos a análise estatística utilizando para este propósito o software Smart PLS 3.3.2. Os resultados obtidos sugerem a influência do conteúdo gerado pelos utilizadores na perceção e na qualidade percebida do destino, bem como na intenção de visita. Esta última, por sua vez, influencia o envolvimento dos turistas nas redes sociais. Este estudo “demonstrou também que o boca-a-boca online influencia todas as dimensões do valor da marca do destino.
The Internet has changed the communication landscape and posed significant challenges to various areas of activity, including tourism and hospitality. Due to the abundance of tourist destinations available today, rivalry is fierce. Therefore, locations need to devise strategies to set themselves apart, build, and strengthen customer brand equity. It is vital that relevant and enlightening content is shared on today's digital platforms because they are effective vehicles for communication, especially social media because it reaches millions of individuals. Furthermore, the advent of Web 2.0 has provided users with the opportunity to transform from consumers to creators, facilitating the exchange of thoughts and content with other users. Concepts such as user-generated content and e-word of mouth are particularly significant within this context since these are seen as reliable and trustworthy sources of information by tourists, who often trust it more than content created by the company. These can influence a potential tourist's decision to visit, which renders them crucial for destinations. The methodology used was a mixed approach. As part of the qualitative method, an interview was conducted with the Turismo Centro de Portugal’s Head of Division of Communication, Image and Public Relations, Adriana Rodrigues. Additionally, a focus group was held to better understand the opinion of Portuguese central region's tourists regarding the variables studied in this research. Under the quantitative approach, a questionnaire was applied to tourists and potential tourists of the Portuguese central region, yielding a sample size of 515 people. The gathered findings were submitted to statistical analysis using for this purpose the Smart PLS 3.3.2 software. The results obtained suggest the influence of user-generated content on destination awareness and perceived quality, as well as on intention to visit. The latter, in turn, influences tourists” Social media engagement. It was also proved that the electronic word of mouth influences all the dimensions of destination brand equity.
The Internet has changed the communication landscape and posed significant challenges to various areas of activity, including tourism and hospitality. Due to the abundance of tourist destinations available today, rivalry is fierce. Therefore, locations need to devise strategies to set themselves apart, build, and strengthen customer brand equity. It is vital that relevant and enlightening content is shared on today's digital platforms because they are effective vehicles for communication, especially social media because it reaches millions of individuals. Furthermore, the advent of Web 2.0 has provided users with the opportunity to transform from consumers to creators, facilitating the exchange of thoughts and content with other users. Concepts such as user-generated content and e-word of mouth are particularly significant within this context since these are seen as reliable and trustworthy sources of information by tourists, who often trust it more than content created by the company. These can influence a potential tourist's decision to visit, which renders them crucial for destinations. The methodology used was a mixed approach. As part of the qualitative method, an interview was conducted with the Turismo Centro de Portugal’s Head of Division of Communication, Image and Public Relations, Adriana Rodrigues. Additionally, a focus group was held to better understand the opinion of Portuguese central region's tourists regarding the variables studied in this research. Under the quantitative approach, a questionnaire was applied to tourists and potential tourists of the Portuguese central region, yielding a sample size of 515 people. The gathered findings were submitted to statistical analysis using for this purpose the Smart PLS 3.3.2 software. The results obtained suggest the influence of user-generated content on destination awareness and perceived quality, as well as on intention to visit. The latter, in turn, influences tourists” Social media engagement. It was also proved that the electronic word of mouth influences all the dimensions of destination brand equity.
Description
Keywords
Conteúdo Gerado Pelo Utilizador Valor Da Marca E-Word Of Mouth Envolvimento Das Redes Sociais Turismo User-Generated Content Brand Ea. -Word of Mouth Social Media Engagement Tourism