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Imagem dos destinos turísticos de pequena dimensão : os casos de Póvoa de Varzim, Esposende e Vila do Conde
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No domínio do turismo, a literatura sobre o conceito imagem tem sido objeto de estudo ao longo destes quase 50 anos. As investigações mais recentes focam-se no estudo do conceito “imagem dos destinos turísticos” a partir da perspetiva dos turistas. Nos últimos 20 anos, a maioria dos estudos escritos a partir da imagem de destinos turísticos recaem sobretudo sobre países e quando se centram em cidades, geralmente, são de média a grande dimensão. Uma abordagem a partir dos pequenos destinos turísticos sob a perspetiva da procura turística e oferta turística, no contexto de imagem, parece-nos relevante ao nível académico e prático. Em particular, na presente tese analisamos três destinos turísticos de pequena dimensão: Esposende, Póvoa de Varzim e Vila do Conde.
Em termos gerais, este estudo tem como objetivo principal percecionar a imagem que a procura e a oferta turística têm dos destinos turísticos de pequena dimensão. Entre vários objetivos específicos, o presente estudo averigua a perceção do novo coronavírus, denominado de Covid-19, na imagem dos destinos turísticos de pequena dimensão e elabora um modelo de regressão linear com o propósito de se prever a satisfação ao estar num destino turístico de pequena dimensão.
Para concretizar esta investigação foram desenvolvidas escalas de medida para apurar a imagem dos destinos turísticos de pequena dimensão pela perspetiva da procura turística e pela perspetiva da oferta turística.
Os resultados empíricos do estudo concluem que a procura turística e oferta turística têm imagens (cognitiva e afetiva) diferentes nos destinos turísticos de pequena dimensão. Conclui-se que a imagem afetiva apresenta maiores diferenças do que a imagem cognitiva. Aconselha-se, ainda, que os vários stakeholders direcionem as demais ferramentas e estratégias do marketing para a imagem cognitiva, porque é a maior contribuidora do sucesso da satisfação.
In the domain of tourism, the literature on the concept of image has been object of study over these nearly 50 years. The most recent investigations focus on the study of the concept “image of tourist destinations” from the perspective of tourists. Over the last 20 years, most studies written on the image of tourist destinations are mainly about countries and when they focus on cities, they are generally medium to large in size. An approach based on small tourist destinations from the perspective of tourist demand and tourism offer, in the context of image, seems relevant to us at academic and practical level. In particular, in this thesis we analyze three small tourist destinations: Esposende, Póvoa de Varzim and Vila do Conde. In general terms, this study's main objective is to understand the image that tourist demand and supply have of small-scale tourist destination. Among several specific objectives, the present study investigates the impact of the new coronavirus, called Covid-19, on the image of small tourist destinations and elaborates a linear regression model with the purpose of predicting the satisfaction of being in a tourist destination of small dimension. To carry out this investigation, measuring scales were developed in order to measure the image of small-sized tourist destinations from the perspective of tourist demand and tourist supply. The empirical results of the study conclude that tourist demand and tourist offer have different images (cognitive and affective) of small tourist destinations. We can conclude that the affective image shows greater differences than the cognitive image. It is therefore advised that the various stakeholders should direct the other marketing tools and strategies towards the cognitive image, as it is the greatest contributor to the success of satisfaction.
In the domain of tourism, the literature on the concept of image has been object of study over these nearly 50 years. The most recent investigations focus on the study of the concept “image of tourist destinations” from the perspective of tourists. Over the last 20 years, most studies written on the image of tourist destinations are mainly about countries and when they focus on cities, they are generally medium to large in size. An approach based on small tourist destinations from the perspective of tourist demand and tourism offer, in the context of image, seems relevant to us at academic and practical level. In particular, in this thesis we analyze three small tourist destinations: Esposende, Póvoa de Varzim and Vila do Conde. In general terms, this study's main objective is to understand the image that tourist demand and supply have of small-scale tourist destination. Among several specific objectives, the present study investigates the impact of the new coronavirus, called Covid-19, on the image of small tourist destinations and elaborates a linear regression model with the purpose of predicting the satisfaction of being in a tourist destination of small dimension. To carry out this investigation, measuring scales were developed in order to measure the image of small-sized tourist destinations from the perspective of tourist demand and tourist supply. The empirical results of the study conclude that tourist demand and tourist offer have different images (cognitive and affective) of small tourist destinations. We can conclude that the affective image shows greater differences than the cognitive image. It is therefore advised that the various stakeholders should direct the other marketing tools and strategies towards the cognitive image, as it is the greatest contributor to the success of satisfaction.
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Palavras-chave
Turismo Destinos Turísticos Imagem dos Destinos Turísticos Covid-19 Tourism Tourist destinations Image of Tourist Destinations