Avaliando a efic?cia da promo??o de destinos tur?sticos no estado de Sergipe

Autor: Souza, Jackson de
Jazyk: portugalština
Rok vydání: 2017
Předmět:
Zdroj: Repositório Institucional da UFRNUniversidade Federal do Rio Grande do NorteUFRN.
Druh dokumentu: masterThesis
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Dentre os in?meros fatores inerentes aos pa?ses para seu desenvolvimento tur?stico, o marketing configura-se como fator desafiador para criar marcas para seus destinos. A execu??o do marketing de um destino ? normalmente desenvolvida por empresas, conhecidas na literatura como Destination Marketing Organizations (DMOs), e um dos trabalhos que s?o realizados por elas consiste na avalia??o da efic?cia da promo??o tur?stica empreendida. O presente estudo centrou-se na avalia??o da efic?cia da promo??o tur?stica do estado de Sergipe, especialmente pelo fato de o estado ser um destino em consolida??o no turismo nacional, mas que nos ?ltimos anos vem sofrendo um decr?scimo nos investimentos em promo??o, devido a fatores pol?ticos e econ?micos. Para tanto, nesta pesquisa, caracterizada como descritiva e explorat?ria, com abordagem quantitativa, foi utilizado o modelo mais recente referente a efic?cia da promo??o tur?stica: o Destination Advertising Response (DAR) Model, difundido por Stienmetz, Maxcy e Fesenmaier (2015), com a finalidade de analisar dados sobre a efic?cia de campanhas promocionais atrav?s do planejamento de viagem e gastos realizados pelos visitantes em seis facetas: passagens, hospedagem, atrativos, refei??es, eventos e compras. Foram coletados 384 question?rios e, por meio de estat?sticas descritivas, foi poss?vel tra?ar o perfil sociodemogr?fico dos respondentes. Atrav?s da an?lise de correla??o, foram identificadas as percep??es dos respondentes em rela??o aos materiais promocionais do estado. Com o uso do teste de compara??o de m?dias para amostras independentes, e as an?lises de regress?o m?ltipla, foi poss?vel identificar que, de modo geral, a promo??o tur?stica empreendida tem sido eficaz para cinco facetas de viagem, n?o sendo eficaz para a faceta ?Passagens?. Por outro lado, para os visitantes de ag?ncias f?sicas a promo??o de atrativos n?o se mostrou eficaz, ao passo que para os visitantes de ag?ncias virtuais a n?o efic?cia foi verificada na faceta ?Hospedagem?, e para os auto planejadores nas facetas ?Refei??es? e ?Compras?. Tais resultados contribu?ram para serem inferidas recomenda??es a fim de readequar o planejamento promocional do turismo do estado.
Among the many factors related to the countries for their tourism development, marketing is a challenging factor to create brands for their destinations. Companies, known in the literature as Destination Marketing Organizations (DMOs), usually develop the marketing execution of a destination, and one of jobs that they do is to evaluate the tourism promotion effectiveness. The present study focused on evaluating the tourism promotion effectiveness in the state of Sergipe, especially because the state is a destination in consolidation in national tourism, but in recent years the state has suffered a decrease in investments in promotion due to political and economic factors. This research is characterized as descriptive and exploratory with a quantitative approach. It was used the most recent model related to tourism promotion effectiveness: the Destination Advertising Response (DAR) Model, widespread by Stienmetz, Maxcy e Fesenmaier (2015), to analyse data on promotional campaign effectiveness through travel planning and money spent by visitors in six facets: tickets, accommodations, attractions, restaurants, events, and shopping. It was collected 384 questionnaires and, through descriptive statistics, it was possible to trace the sociodemographic profile of the respondents. Through the correlation analysis, the respondents' perceptions regarding the promotional materials of the state were identified. Using the independent sample test t and the multiple regression analyzes, it was possible to identify that, in general, the tourism promotion undertaken has been effective for five facets of travel, not being effective for facet "Tickets". In the group of consumers of traditional agencies, the promotion of attractions was not effective, whereas in the group of online travel agencies' consumers, non-effectiveness was verified in the "Accommodations" facet, and in the group of self-planners in the facets "Restaurants" and "Shopping". These results contributed to inferring recommendations in order to re-adjust the state's tourism promotional planning.
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