Turismo induzido por filmes: Uma segmentação de classe latente baseada na satisfação e nas intenções futuras
DOI:
https://doi.org/10.25145/j.pasos.2016.14.057Palavras-chave:
Turismo cinematográfico, Satisfação, Lealdade, Segmentação, Análise de clusters de classe latente.Resumo
O turismo cinematográfico tornou-se o motor do desenvolvimento turístico para muitos destinos. O objetivo desta pesquisa é avaliar os efeitos de uma rota de filme sobre: (1) o tamanho relativo dos vários grupos de visitantes; (2) satisfação geral; (3) intenções de revisitar o destino; e (4) intenções de recomendá-lo. Os resultados de uma pesquisa com 226 visitantes indicam que a dimensão dos três grupos identificados variou significativamente como resultado da campanha de promoção da rota do filme, enquanto a satisfação geral com o destino e as intenções de recomendá-lo diminuíram. O estudo preenche algumas lacunas de pesquisa no campo do turismo cinematográfico, propondo uma segmentação baseada nas intenções de satisfação e lealdade dos visitantes. Esta pesquisa fornece recomendações para promotores de rotas de filmes e organizações de marketing de destino.
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Da mesma forma, o(s) autor(es) entende(m) que o trabalho publicado pode ser vinculado ou depositado em qualquer servidor ou incluído em outras publicações (republicação), desde que o novo local e/ou a nova edição façam referência à publicação original e reconheçam a autoria e propriedade de direitos autorais das publicações PASOS RTPC.
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