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Advisor(s)
Abstract(s)
O presente estudo analisa os factores antecedentes do conteúdo da mensagem Word-of-Mouth
(WOM) dos backpackers. Propõe-se um modelo no qual o sentimento de pertença à
comunidade backpacker é um constructo mediador essencial entre as motivações de viagem e
o conteúdo da mensagem WOM. O modelo é testado empiricamente através de um inquérito a
656 backpackers de 75 países e utilizando um modelo de equações estruturais. Os resultados
indicam que a motivação para viajar, os locais onde se dão as interacções sociais, o
sentimento de pertença e as actividades culturais realizadas pelos backpackers influenciam o
desenvolvimento do conteúdo da mensagem WOM. Implicações teóricas, de gestão e do
ponto de vista do marketing são discutidas. Também são apresentadas direcções para futuras
pesquisas.
ABSTRACT: This study examines the antecedents of content of the message Word-of-Mouth (WOM) of backpackers. We propose a model in which the sense of belonging to the community is a key mediating constructs between travel motivations and content of the message WOM. The model is empirically examined by means of a survey conducted of 656 backpackers from 75 different countries and we use structural equation modeling The results indicate that travel motivation, sense of belonging, the place where social interaction occurs and the cultural activities undertaken by backpackers are an important antecedent of the content of Word-of-Mouth. Theoretical, managerial and marketing implications of Word-of-Mouth are discussed. Directions for future research are also presented.
ABSTRACT: This study examines the antecedents of content of the message Word-of-Mouth (WOM) of backpackers. We propose a model in which the sense of belonging to the community is a key mediating constructs between travel motivations and content of the message WOM. The model is empirically examined by means of a survey conducted of 656 backpackers from 75 different countries and we use structural equation modeling The results indicate that travel motivation, sense of belonging, the place where social interaction occurs and the cultural activities undertaken by backpackers are an important antecedent of the content of Word-of-Mouth. Theoretical, managerial and marketing implications of Word-of-Mouth are discussed. Directions for future research are also presented.
Description
Mestrado em Marketing Research
Keywords
Backpackers Word-of-Mouth Interacções sociais Turismo
Citation
Publisher
Instituto Politécnico de Viseu. Escola Superior de Tecnologia e Gestão de Viseu