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Brand equity de destinos turísticos : o caso da Madeira
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Orientador(es)
Resumo(s)
O poder das marcas é largamente reconhecido. Cada vez mais os destinos turísticos procuram apresentam-se sob essa forma, pelo que, a transferência de diversos dos princípios de branding a estes tem vindo a merecer atenção. Dando seguimento a trabalhos prévios sobre o tema, com a presente dissertação propôs--se estudar a aplicabilidade do conceito de brand equity aos destinos turísticos, sendo que a Madeira foi a marca sob investigação. Seguiu-se uma metodologia quantitativa. A amostra foi não probabilística por conveniência e fez-se compor por 321 turistas, que responderam ao questionário proposto aquando do final da sua estadia. A recolha dos dados foi feita em sete hotéis do destino.
Verificou-se, através da análise de equações estruturais, que todas dimensões propostas - notoriedade, imagem, qualidade percebida e lealdade ? apresentam-se como importantes para compreender o brand equity do destino, sendo que, a imagem assume--se como dimensão central. Constatou-se também que a avaliação que é feita à marca difere entre mercados.
Concluiu-se então que que o valor que é atribuído a um destino não se cinge à percepção sobre os seus atributos mas comporta também outras dimensões, o qual pode ser entendido sob o nome de brand equity e que sob o qual deve ser trabalhado.
The power of brands is widely known. Considering that fact, tourism destinations try increasingly to present themselves in that way, therefore, the transference of the main principals of branding for them has been also receiving attention. Following previous studies about the subject, the present dissertation aimed to study the applicability of brand equity concept into tourism destinations, being Madeira the brand taken in consideration. A quantitative research method was followed. It was used a non-probability convenience sampling, comprised by 321 tourists, who have answered a questionnaire at the end of their stay. The data was collected in seven hotels. Through structural equation modeling, it was verified that all the proposed dimensions awareness, image, perceived quality and loyalty are important in order to understand the brand equity of the destination. The image was presented as the core dimension. It was also verified that the evaluation done to the brand differs from market to market. It was concluded that the value attributed to a destination is not limited to the perception about its attributes but it also carries other dimensions, which may be understood as brand equity and, under this concept, should be considered and tracked.
The power of brands is widely known. Considering that fact, tourism destinations try increasingly to present themselves in that way, therefore, the transference of the main principals of branding for them has been also receiving attention. Following previous studies about the subject, the present dissertation aimed to study the applicability of brand equity concept into tourism destinations, being Madeira the brand taken in consideration. A quantitative research method was followed. It was used a non-probability convenience sampling, comprised by 321 tourists, who have answered a questionnaire at the end of their stay. The data was collected in seven hotels. Through structural equation modeling, it was verified that all the proposed dimensions awareness, image, perceived quality and loyalty are important in order to understand the brand equity of the destination. The image was presented as the core dimension. It was also verified that the evaluation done to the brand differs from market to market. It was concluded that the value attributed to a destination is not limited to the perception about its attributes but it also carries other dimensions, which may be understood as brand equity and, under this concept, should be considered and tracked.
Descrição
Mestrado em Marketing
Palavras-chave
Gestão de marcas brand equity destinos turísticos imagem lealdade qualidade percebida notoriedade Brand management tourism destinations image loyalty perceived quality awareness
Contexto Educativo
Citação
Jardim, João Sérgio Duarte (2012). "Brand equity de destinos turísticos : o caso da Madeira". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão