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Advisor(s)
Abstract(s)
São já vários os estudos que abordam a temática das celebridades e o respetivo impacto
que estas têm junto dos consumidores. O Celebrity Endorsement, apesar de já ser utilizado há
algumas décadas, continua a afirmar-se como uma das estratégias de comunicação mais
eficazes. Com o aparecimento dos social media e das redes sociais, as relações entre as
celebridades e os seus fãs tornou-se mais transparente, e as relações anteriormente mais
distantes, ganharam novos contornos.
Desta forma, também os destinos turísticos e as suas representações noutros países,
começaram a procurar tirar partido das celebridades locais de forma a dar a conhecer os seus
produtos, conquistar potenciais consumidores e, no fim, convencerem as pessoas a viajar para
aquele determinado destino.
No entanto, esta estratégia não pode ser feita apenas com base na popularidade, no aspeto
fisíco de uma celebridade ou na quantidade de seguidores que esta tem nas redes sociais, sob o
risco de ter o resultado contrário. Neste sentido, o objetivo deste estudo é o de analisar qual a
eficácia que o Celebrity Endorsement tem junto dos consumidores, no que diz respeito à
escolha de um destino turístico. Assim, através da presente investigação, pretendemos perceber
quais as características das celebridades que os consumidores mais valorizam de forma a que
estas possam ter um impacto positivo nas atitudes e comportamentos dos consumidores face ao
destino.
Os resultados do questionário de investigação realizado a 240 consumidores, revelam que
as variáveis credibilidade da celebridade, a exposição e a coerência entre a celebridade, o tipo
de viagem e o destino em si, têm um impacto relativamente à imagem que o consumidor cria na
sua mente do destino em questão. Por outro lado, os resultados permitiram-nos perceber qual a
importância que os consumidores atribuem às redes sociais quando chega a hora de escolher e
de procurar informação sobre um destino turístico, e qual o papel que as celebridades
desempenham aqui.
There are already several studies that address the issue of celebrities and their impact on consumers. Celebrity Endorsement, although already in use for decades, continues to be one of the most effective communication strategies. With the emergence of social media and social networks, the relationships between celebrities and their fans have become more transparent, and gained new contours. Following this, tourist destinations and their representations in others countries have started to take advantage of local celebrities in order to make their products known, to attract potential consumers and, in the end, persuade them to travel to that destination. However, this strategy cannot be done solely based on the popularity, the physical aspect of a celebrity or the amount of followers it has in social networks, at the risk of having the opposite result. In this sense, the objective of this study is to analyze the effectiveness that Celebrity Endorsement has with consumers, regarding the choice of a tourist destination. Thus, through the present research, we intend to perceive the characteristics of the celebrities that consumers value the most so that they can generate a positive impact on the attitudes and behaviors of consumers towards the destination. The results of the survey applied to 240 consumers showed that the variables credibility of celebrity, exposure and consistency between celebrity, type of travel and destination itself have an impact on the image that the consumer creates about the destination. On the other hand, the results allowed us to understand the importance that consumers attribute to social networks when it comes the time to choose and seek information about a destination, and what is the role that the celebrities play here.
There are already several studies that address the issue of celebrities and their impact on consumers. Celebrity Endorsement, although already in use for decades, continues to be one of the most effective communication strategies. With the emergence of social media and social networks, the relationships between celebrities and their fans have become more transparent, and gained new contours. Following this, tourist destinations and their representations in others countries have started to take advantage of local celebrities in order to make their products known, to attract potential consumers and, in the end, persuade them to travel to that destination. However, this strategy cannot be done solely based on the popularity, the physical aspect of a celebrity or the amount of followers it has in social networks, at the risk of having the opposite result. In this sense, the objective of this study is to analyze the effectiveness that Celebrity Endorsement has with consumers, regarding the choice of a tourist destination. Thus, through the present research, we intend to perceive the characteristics of the celebrities that consumers value the most so that they can generate a positive impact on the attitudes and behaviors of consumers towards the destination. The results of the survey applied to 240 consumers showed that the variables credibility of celebrity, exposure and consistency between celebrity, type of travel and destination itself have an impact on the image that the consumer creates about the destination. On the other hand, the results allowed us to understand the importance that consumers attribute to social networks when it comes the time to choose and seek information about a destination, and what is the role that the celebrities play here.
Description
Keywords
Celebrity endorsement Destinos turísticos Redes sociais Celebridades Marketing turístico Tourist destinations Social networks Celebrities Tourist marketing