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Abstract(s)
A presente dissertação tem como objetivo explorar a relação entre marketing experiencial e a personalidade de destinos turísticos, procurando também conhecer a sua a repercussão no comportamento do turista.
Apesar da existência de estudos sobre a componente sensorial da experiência turística, a parte afetiva e emocional da mesma é ainda é uma área a ser explorada. Assim, com o objetivo de abordar esta falha, o presente estudo introduz uma nova variável, que é emersão de emoções, propondo que esta é o resultado da exposição ao marketing sensorial, afetando igualmente a criação da personalidade de destinos turísticos e comportamentos futuros do consumidor.
Em primeiro lugar, é apresentada a revisão da literatura, onde os conceitos de marketing sensorial, emersão de emoções, personalidade de destinos turísticos e intenções de comportamento são expostos. Posteriormente, de acordo com o estudo por Souiden et al. (2017) sobre o papel que a personalidade de destinos turísticos desempenha na previsão de comportamentos futuros, a escala usada pelos autores na variável de personalidade foi adaptada, assim como outras escalas validadas por diferentes autores, com o intuito de desenvolver um questionário online. Aos inquiridos, foi-lhes pedido que vissem um vídeo sensorial sobre Espanha e que respondessem a uma série de questões, com o objetivo de analisar as suas respostas a estes estímulos sensoriais à posteriori.
Os resultados foram consistentes com a literatura existente, e as hipóteses propostas foram também confirmadas, provando assim que as emoções despoletadas pelo marketing experiencial influenciam a criação da personalidade de destinos turísticos, determinado também as intenções de comportamento do consumidor.
This study aims to understand the relationship between experiential marketing and destination personality and their further impact on tourist behavioural intentions. A few variables are introduced, which are believed to be mediators in the relationship between sensory marketing and destination’s personality. Past studies have studied how destination image dictates consumer behaviour, while others focused on the sensory dimension of tourists’ experience, however, most neglected the affective and emotional side of this construct. The present study addresses this shortcoming and introduces emotional arousal as a result from the exposure of sensory marketing. Furthermore, the destination’s personality is analysed as a resulting outcome of emotions. Firstly, a literature review is presented, where sensory marketing, emotional arousal, destination personality and behavioural intentions are introduced as variables under study. Subsequently, following the work of Souiden et al. (2017) on the role of destination personality on behavioural intentions, the used scale on destination personality was adapted, as well as other previously validated scales, with the objective to conduct an online survey. Respondents were presented with a sensory video of Spain and a set of questions using different measurement scales in order to understand their response after exposure to sensory stimuli. Findings were consistent with existing literature and the purposed hypothesis were confirmed, proving that emotional arousal plays a mediator role between experiential marketing and the creation of destination personality. Moreover, destination personality proves to positively affect behavioural intentions.
This study aims to understand the relationship between experiential marketing and destination personality and their further impact on tourist behavioural intentions. A few variables are introduced, which are believed to be mediators in the relationship between sensory marketing and destination’s personality. Past studies have studied how destination image dictates consumer behaviour, while others focused on the sensory dimension of tourists’ experience, however, most neglected the affective and emotional side of this construct. The present study addresses this shortcoming and introduces emotional arousal as a result from the exposure of sensory marketing. Furthermore, the destination’s personality is analysed as a resulting outcome of emotions. Firstly, a literature review is presented, where sensory marketing, emotional arousal, destination personality and behavioural intentions are introduced as variables under study. Subsequently, following the work of Souiden et al. (2017) on the role of destination personality on behavioural intentions, the used scale on destination personality was adapted, as well as other previously validated scales, with the objective to conduct an online survey. Respondents were presented with a sensory video of Spain and a set of questions using different measurement scales in order to understand their response after exposure to sensory stimuli. Findings were consistent with existing literature and the purposed hypothesis were confirmed, proving that emotional arousal plays a mediator role between experiential marketing and the creation of destination personality. Moreover, destination personality proves to positively affect behavioural intentions.
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Keywords
Marketing sensorial Marketing experiencial Personalidade de destinos turísticos Emersão de emoções Estímulos sensoriais Experiência turística Sensory marketing Experiential marketing Destination personality Emotional arousal Sensory stimuli Tourist experience