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Formação da imagem do golfe em Vilamoura na óptica do jogador.
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Orientador(es)
Resumo(s)
O objectivo desta tese é perceber quais as razões e motivações do jogador de golfe,
assim como as suas percepções relativamente ao destino e, consequentemente, a
imagem do mesmo. Com este objectivo e, suportado num corpo teórico sólido,
conceptualiza-se e testa-se um modelo de formação da imagem na óptica do jogador. A
imagem de um destino é determinada em função das suas motivações, percepções,
expectativas e estímulos externos recebidos, bem como de experiências anteriores,
variáveis consideradas no modelo que no plano experimental foi testado para o subdestino
Vilamoura. A concentração de 16% dos campos do Algarve em Vilamoura e a
procura derivada conferem a este local a posição de âncora no mercado de golfe.
O modelo conceptual é testado a partir da análise de dados realizada a uma amostra
aleatória e significativa de jogadores que utilizaram os campos de Vilamoura. A análise
estatística pretendeu identificar dimensões de formação da imagem e analisar o nível de
associação entre cada uma delas.
Conclui-se que o Golfe é um produto de forte conotação social, onde a manutenção e a
qualidade, bem como a sua inserção e articulação com o turismo é percebida pelos que
nos visitam como indispensável para a formação da imagem do destino. Com imagens
diferenciadas encontram-se segmentos com grandes expectativas e outros com
expectativas menores, no entanto, todos eles parecem sair satisfeitos. O papel das
diferentes fontes de informação na formação desta imagem permitiu ainda concluir que
todas as fontes são utilizadas ainda que para fins diferentes.
The purpose of this study is to understand the reasons and motivations that drive the golfers, as well as theirs perceptions of the destination and, consequently, the image of the destination. With this aim, and supported by a solid conceptual framework, a model of destination image formation is tested. The destination image is determined by a function of motivations, perceptions, expectations and external stimuli, as well as the past experiences of the individuais. Those were the variables considered in this model that has been tested empirically in Vilamoura sub-destination. The 16% of the golf courses that are concentrated in the region and its demand render Vilamoura with a leadership position in the market. The conceptual model is tested based on data analysis of a random and significant sample of golfers that have used the golf courses in Vilamoura. The purpose of the statistical analysis was to identify the dimensions that take part of the image formation process and also the levei of association among them. In conclusion, golf is a product with strong social connotation, where maintenance and quality, and its relation with tourism are perceived as fundamental to the destination image formation to the ones who visit us. With differently images we can find groups with high expectations and others with less, although, ali of them seems to leave satisfied. The analysis of the information sources on the image formation allow us to conclude that ali the sources are used although for different purposes.
The purpose of this study is to understand the reasons and motivations that drive the golfers, as well as theirs perceptions of the destination and, consequently, the image of the destination. With this aim, and supported by a solid conceptual framework, a model of destination image formation is tested. The destination image is determined by a function of motivations, perceptions, expectations and external stimuli, as well as the past experiences of the individuais. Those were the variables considered in this model that has been tested empirically in Vilamoura sub-destination. The 16% of the golf courses that are concentrated in the region and its demand render Vilamoura with a leadership position in the market. The conceptual model is tested based on data analysis of a random and significant sample of golfers that have used the golf courses in Vilamoura. The purpose of the statistical analysis was to identify the dimensions that take part of the image formation process and also the levei of association among them. In conclusion, golf is a product with strong social connotation, where maintenance and quality, and its relation with tourism are perceived as fundamental to the destination image formation to the ones who visit us. With differently images we can find groups with high expectations and others with less, although, ali of them seems to leave satisfied. The analysis of the information sources on the image formation allow us to conclude that ali the sources are used although for different purposes.
Descrição
Mestrado em Marketing
Palavras-chave
Marketing turístico Comportamento do consumidor Imagem do destino Golfe Vilamoura Tourism Marketing Consumer Behavior Destination Image Golf
Contexto Educativo
Citação
Silva, Filipa Gomes Henriques da (2006) . " Formação da imagem do golfe em Vilamoura na óptica do jogador". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Editora
ISEG