Efeito da Visita/Não-Visita na Imagem de um destino turístico: Uma aproximação metodológica mista.

Abstract

<strong><span><font size="3"><font face="Times New Roman">Resumo</font></font></span></strong><span><font size="3"><font face="Times New Roman">O turismo é atualmente um dos setores mais preponderantes da economia de Portugal, representando 13% do PIB e 12% da empregabilidade gerada. Neste sentido, orientar a gestão de destinos turísticos desde um enfoque de Marketing pressupõe uma análise cuidada da imagem de marca. Neste contexto, o principal objetivo do presente trabalho consiste em recorrer ao enfoque misto proposto por Echtner e Ritchie (1991, 1993), para avaliar em que medida a visita/não-visita a um destino turístico influencia a imagem que estes desenvolvem sobre destinos turísticos. Os resultados obtidos permitem constatar que não existem diferenças consideráveis entre a imagem formada pelos turistas que já visitaram Portugal e aqueles que nunca visitaram. Em consequência, sugere-se que, em futuros estudos, se analise o efeito da proximidade entre o local de residência dos turistas e o destino.</font></font></span><font size="3"><font face="Times New Roman"><strong><span>Palavras-chave: </span></strong><span>marketing turístico; gestão turística; imagem de destinos turísticos; metodologia mista; efeito da visita na imagem.</span></font></font><span><font face="Times New Roman" size="3"> </font></span><strong><em><span><font size="3"><font face="Times New Roman">Abstract</font></font></span></em></strong><em><span><font size="3"><font face="Times New Roman">Nowadays, Tourism is one of the most important sectors of the Portuguese economy, representing 13% of GDP and generating 12% of the employability. In this sense, manage tourist destinations from a marketing approach requires a careful analysis of brand image. <span class="hps">In this</span><span class="longtext"> </span><span class="hps">context</span><span class="longtext">, </span><span class="hps">the main</span><span class="longtext"> </span><span class="hps">objective</span><span class="longtext"> </span><span class="hps">of</span><span class="longtext"> </span><span class="hps">this</span><span class="longtext"> </span><span class="hps">work</span><span class="longtext"> </span><span class="hps">is to</span><span class="longtext"> </span><span class="hps">use the</span><span class="longtext"> mixed </span><span class="hps">approach</span><span class="longtext"> </span><span class="hps">proposed</span><span class="longtext"> </span><span class="hps">by</span><span class="longtext"> </span><span class="hps">Echtner</span><span class="longtext"> </span><span class="hps">and</span><span class="longtext"> </span><span class="hps">Ritchie</span><span class="longtext"> </span><span class="hps">(1991</span><span class="longtext">, </span><span class="hps">1993</span><span class="longtext">), </span><span class="hps">to</span><span class="longtext"> </span><span class="hps">assess</span><span class="longtext"> </span><span class="hps">the extent to which</span><span class="longtext"> </span><span class="hps">visiting</span><span class="longtext"> </span><span class="hps">/ not</span><span class="longtext"> </span><span class="hps">visiting</span><span class="longtext"> </span><span class="hps">a</span><span class="longtext"> </span><span class="hps">tourist destination</span><span class="longtext"> </span><span class="hps">influences</span><span class="longtext"> </span><span class="hps">the</span><span class="longtext"> </span><span class="hps">image formed. The results</span><span class="longtext"> </span><span class="hps">obtained</span><span class="longtext"> </span><span class="hps">shows that</span><span class="longtext"> </span><span class="hps">there are</span><span class="longtext"> not </span><span class="hps">considerable differences between the</span><span class="longtext"> </span><span class="hps">image</span><span class="longtext"> </span><span class="hps">formed</span><span class="longtext"> </span><span class="hps">by the tourists</span><span class="longtext"> </span><span class="hps">who</span><span class="longtext"> </span><span class="hps">have</span><span class="longtext"> </span><span class="hps">visited</span><span class="longtext"> </span><span class="hps">Portugal</span><span class="longtext"> </span><span class="hps">and those</span><span class="longtext"> </span><span class="hps">who</span><span class="longtext"> </span><span class="hps">never</span><span class="longtext"> </span><span class="hps">did</span><span class="longtext">. </span><span class="hps">Consequently</span><span class="longtext">, the authors </span><span class="hps">suggest</span><span class="longtext"> </span><span class="hps">for future</span><span class="longtext"> </span><span class="hps">studies</span><span class="longtext"> to </span><span class="hps">study the effect</span><span class="longtext"> </span><span class="hps">of</span><span class="longtext"> </span><span class="hps">proximity</span><span class="longtext"> </span><span class="hps">between the</span><span class="longtext"> </span><span class="hps">place of</span><span class="longtext"> </span><span class="hps">residence</span><span class="longtext"> of tourists </span><span class="hps">and</span><span class="longtext"> </span><span class="hps">destination</span><span class="longtext">.</span></font></font></span></em><font size="3"><font face="Times New Roman"><strong><em><span>Keywords: </span></em></strong><em><span>tourism marketing; tourism management; destination image; mixed methodology; the effect of visit in image.</span></em></font></font><strong><em><span><font face="Times New Roman" size="3"> </font></span></em></strong><font size="3"><font face="Times New Roman"><strong><em><span>Resumen</span></em></strong><em><span></span></em></font></font><a name="_Toc249598462"></a><font size="3"><font face="Times New Roman"><span class="hps"><em><span>El turismo</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>es</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>hoy uno</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>de los</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>sectores</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>más</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>importantes de la</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>economía</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>de</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>Portugal</span></em></span><span class="longtext"><em><span>, </span></em></span><span class="hps"><em><span>representando el 13</span></em></span><span class="longtext"><em><span>% </span></em></span><span class="hps"><em><span>del PIB</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>y</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>generando</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>el 12%</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>de la</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>empleabilidad generada</span></em></span><span class="longtext"><em><span>. </span></em></span><span class="hps"><em><span>En</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>este</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>sentido</span></em></span><span class="longtext"><em><span>, para gestionar los </span></em></span><span class="hps"><em><span>destinos turísticos</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>desde</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>un</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>enfoque</span></em></span><span class="longtext"><em><span> </span></em></span><span class="hps"><em><span>de marketing</span></em></span><span class="longtext"><em><span> es necesario </span></em></span><span class="hps"><em><span>analizar con detalle la imagen de marca</span></em></span><span class="longtext"><em><span>. </span></em></span></font></font><font size="3"><font face="Times New Roman"><span><span class="longtext"><em><span style="background: white">En este contexto, el principal objetivo de este trabajo es utilizar la metodología mixta propuesta por Echtner y Ritchie (1991, 1993), para evaluar hasta qué punto los visitar o no visitar un destino influye en la imagen que se desarrolla de ello. En consecuencia, los resultados obtenidos sugieren la ausencia de diferencias considerables entre la imagen formada por los turistas que han visitado Portugal y los que nunca lo hicieron. En consecuencia, se sugiere que en futuros estudios se estudie el posible efecto de proximidad entre el lugar de residencia de los turistas y de destino.</span></em></span></span><span><strong><em><span></span></em></strong></span></font></font><font size="3"><font face="Times New Roman"><strong><em><span>Palabras clave: </span></em></strong><em><span>Marketing Turístico, Gestión turística, Imagen de destinos turísticos, Metodología mixta, Efecto de la visita en la Imagen.</span></em></font></font>

Keywords

• Marketing Turístico
• Gestão turística
• Imagem de destinos turísticos
• Metodologia mista
• Efeito da visita na Imagem.