A carregar...
Publicação
A influência do storytelling na imagem de um destino turístico
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.33 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O storytelling tem-se tornado parte integrante das estratégias de comunicação de muitos destinos
turísticos, contribuindo para a sua promoção e diferenciação. A presente investigação tem como
objetivo o estudo da influência das características do storytelling na imagem do destino turístico
através do transporte do consumidor para o mundo imaginário da narrativa. O modelo proposto é
testado em dois cenários diferentes consoante a perspetiva narrativa: no primeiro cenário, o narrador
do vídeo promocional do destino turístico fala na primeira pessoa do singular; no segundo cenário, o
narrador fala na terceira pessoa do singular.
Usou-se uma abordagem quantitativa, por questionário online para testar o modelo teórico
desenvolvido. Obtiveram-se 702 respostas válidas que foram analisadas usando estatísticas
descritivas e multivariadas, com recurso ao software IBM SPSS Statistics 28.
O estudo concluiu que em ambos os cenários o transporte narrativo é influenciado pela propensão
à transportabilidade, fluência da compreensão da narrativa e pela estrutura da narrativa.
Adicionalmente, demonstrou-se que o transporte narrativo influencia o enjoyment, a sensação de
presença e a imagem do destino, no narrador na terceira pessoa; mas não a sensação de presença no
narrador na primeira pessoa. São discutidas algumas possíveis razões para esta diferença.
A nível académico, este estudo contribui para ampliar o conhecimento sobre o uso do storytelling
e a sua influência na imagem do destino, através da teoria do transporte narrativo. A nível
empresarial, pretende dar suporte aos profissionais de marketing turístico de como utilizar a técnica
de storytelling e construir uma narrativa turística eficaz.
Storytelling has become an integral part of the communication strategies of many tourist destinations, contributing to their promotion and differentiation. This research aims to study the influence of storytelling characteristics on the image of a tourist destination by transporting the consumer to the imaginary world of the narrative. The proposed model is tested in two different scenarios depending on the narrative perspective: in the first scenario, the narrator speaks in the first person singular; in the second scenario, the narrator speaks in the third person singular. A quantitative, online questionnaire approach was used to test the theoretical model developed. A total of 702 valid responses were obtained and analyzed by means of descriptive and multivariate statistics using IBM SPSS Statistics 28 software. The study concluded that in both scenarios narrative transportation is influenced by propensity to transportability, fluency of narrative comprehension and narrative structure. Additionally, it was shown that narrative transportation influences enjoyment, sense of presence and destination image, in the third-person narrator; but not sense of presence in the first-person narrator. Some possible reasons for this difference are discussed. At the academic level, this study contributes to expanding the knowledge about the use of storytelling and its influence on destination image, through narrative transportation theory. At a business level, it aims to support tourism marketeers on how to use the storytelling technique and develop an effective tourism narrative.
Storytelling has become an integral part of the communication strategies of many tourist destinations, contributing to their promotion and differentiation. This research aims to study the influence of storytelling characteristics on the image of a tourist destination by transporting the consumer to the imaginary world of the narrative. The proposed model is tested in two different scenarios depending on the narrative perspective: in the first scenario, the narrator speaks in the first person singular; in the second scenario, the narrator speaks in the third person singular. A quantitative, online questionnaire approach was used to test the theoretical model developed. A total of 702 valid responses were obtained and analyzed by means of descriptive and multivariate statistics using IBM SPSS Statistics 28 software. The study concluded that in both scenarios narrative transportation is influenced by propensity to transportability, fluency of narrative comprehension and narrative structure. Additionally, it was shown that narrative transportation influences enjoyment, sense of presence and destination image, in the third-person narrator; but not sense of presence in the first-person narrator. Some possible reasons for this difference are discussed. At the academic level, this study contributes to expanding the knowledge about the use of storytelling and its influence on destination image, through narrative transportation theory. At a business level, it aims to support tourism marketeers on how to use the storytelling technique and develop an effective tourism narrative.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Storytelling Teoria do Transporte Narrativo Imagem do Destino Narrativa na Primeira Pessoa Narrativa na Terceira Pessoa Narrative Transportation Theory Destination Image First Person Narrative Third Person Narrative
Contexto Educativo
Citação
Silva, Ana Isabel Lagos (2022). “A influência do storytelling na imagem de um destino turístico”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão