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Abstract(s)
À medida que a procura de destinos de turismo rural aumenta, o mesmo acontece com a
importância do setor do turismo para a sustentabilidade global do destino. Da mesma forma,
à medida que a transição digital dos operadores de turismo rural acontece, também as suas
iniciativas de marketing evoluem para uma natureza digital, sendo por isso fundamental
compreender como a qualidade global dessas iniciativas poderá impactar a imagem dos
destinos rurais e, paralelamente desencadear a intenção de visita dos turistas e, como
consequência, promover a sustentabilidade geral do destino. Desta forma, no decorrer da
presente dissertação propomos um novo modelo conceptual, baseado no modelo
representativo do Sucesso dos Sistemas de Informação de Delone & McLean, no modelo
de Tan & Wu relativo às relações entre a imagem do destino e o comportamento de visita
futura por parte do turismo, e no contexto geral do valor da marca do destino turístico
apresentado por Verma. No sentido de validar o modelo proposto foi desenvolvido um online
focus group, envolvendo vários especialistas, cujas opiniões e perspetivas permitiu
assegurar a potencial adequação do referido artefacto e, consequentemente, assumir o seu
contributo e valor.
As demand for rural tourism destinations increases, so does the importance of the tourism sector to the overall sustainability of the destination. Likewise, as the digital transition of rural tourism operators takes place, their marketing initiatives also evolve towards a digital nature, which is why it is essential to understand how the global quality of these initiatives can impact the image of rural destinations and, at the same time, trigger tourists' intention to visit and, as a consequence, promote the overall sustainability of the destination. Thus, in the course of this dissertation we propose a new conceptual model, based on Delone & McLean's representative model of Information Systems Success, on Tan & Wu's model concerning the relationship between destination image and future visit behaviour by part of tourism, and in the general context of the brand equity of the tourist destination presented by Verma. In order to validate the proposed model, an online focus group was developed, involving several specialists, whose opinions and perspectives ensured the potential adequacy of the aforementioned artifact and, consequently, assumed its contribution and value.
As demand for rural tourism destinations increases, so does the importance of the tourism sector to the overall sustainability of the destination. Likewise, as the digital transition of rural tourism operators takes place, their marketing initiatives also evolve towards a digital nature, which is why it is essential to understand how the global quality of these initiatives can impact the image of rural destinations and, at the same time, trigger tourists' intention to visit and, as a consequence, promote the overall sustainability of the destination. Thus, in the course of this dissertation we propose a new conceptual model, based on Delone & McLean's representative model of Information Systems Success, on Tan & Wu's model concerning the relationship between destination image and future visit behaviour by part of tourism, and in the general context of the brand equity of the tourist destination presented by Verma. In order to validate the proposed model, an online focus group was developed, involving several specialists, whose opinions and perspectives ensured the potential adequacy of the aforementioned artifact and, consequently, assumed its contribution and value.
Description
Keywords
Marketing digital Turismo rural Sustentabilidade do destino turístico Imagem do destino Intenção de visita Valor global da marca