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Abstract(s)
A presente investigação empírica teve como objetivo principal avaliar a imagem cognitiva e
Top of Mind do destino de Viana do Castelo durante o Festival Vodafone Paredes de Coura,
do ano de 2016. Em concreto, foi pretendido avaliar se o contributo da realização deste
festival é positivo para o posicionamento deste destino turístico.
O estudo empírico adotou uma abordagem quantitativa através da aplicação de um
inquérito, por questionário, efetuado aos espectadores/visitantes do Festival Vodafone
Paredes de Coura, durante o período em que decorre. Aplicaram-se 395 questionários,
tendo-se assumido um erro amostral final de 4,9% e um nível de significância de 95%.
Através da análise dos resultados, conseguiu-se traçar o perfil dos participantes no Festival
Vodafone Paredes de Coura e medir a imagem cognitiva e Top of Mind do destino turístico
de Viana do Castelo e do respetivo festival.
Os resultados principais revelaram que o perfil do espectador/visitante é um público jovem,
maioritariamente masculino, na faixa etária entre os 18-23 anos e estudantes do ensino
secundário. A nacionalidade predominante é a portuguesa, da cidade de Lisboa, seguindose
a espanhola, da cidade de Madrid. As respostas de evocação espontânea das memórias
dos inquiridos, apontam como primeira localidade Top of Mind “Paredes de Coura”,
seguindo-se “Viana do Castelo” e “Ponte de Lima”, descrevendo os atributos da região como
sendo “bonito”, “verde” e “natureza”. Face às respostas da evocação espontânea das
memórias, os inquiridos apontaram o “Festival Vodafone Paredes de Coura” como sendo o
festival top of mind, seguindo-se o “Festival NOS Alive” e o “Festival Super Bock Super
Rock”, descrevendo-o com atributos como “música”, “natureza” e “rio”. Verificou-se ainda
que as dimensões da imagem cognitiva do destino turístico de Viana do Castelo apresentam
valores bastantes positivos sendo a média de 4 ou superior a 4 (‘concordo’) na maioria dos
itens. As dimensões da imagem cognitiva do Festival Vodafone Paredes de Coura
revelaram-se superiores ao nível 3 (‘não concordo nem discordo’), ficando muito perto do
nível 4 (‘concordo’). Posição confirmada pelas médias. Verificou-se que as variáveis são
positivamente correlacionadas, isto é, a imagem cognitiva do Festival Vodafone Paredes de
Coura afeta positivamente a imagem cognitiva do destino turístico de Viana do Castelo.
The present empirical investigation had as main objective to evaluate the cognitive and Top of Mind image of the destination of Viana do Castelo during the Festival Vodafone Paredes de Coura. In particular, it was intended to evaluate whether the contribution of this festival is positive for the positioning of this tourist destination. The empirical study adopted a quantitative approach through the application of a questionnaire survey of Vodafone Paredes de Coura Festival visitors/visitors during the period in which it takes place. A total of 395 questionnaires were used, with a final sampling error of 4.9% and a significance level of 95%. Through the analysis of the results, it was possible to develop the profile of the participants in the Vodafone Paredes de Coura Festival and measure the cognitive image and Top of Mind of the tourist destination of Viana do Castelo and the respective festival. The main results revealed that the profile of the spectator/visitor is a young public, mostly male in the age group between 18-23 years and students of secondary education. The predominant nationality is the Portuguese city of Lisbon, followed by the Spanish city of Madrid. The responses of spontaneous evocation of respondent’s memories point to the first Top of Mind location “Paredes de Coura”, followed by “Viana do Castelo” and “Ponte de Lima”, describing the region's attributes as “beautiful”, “green” and “nature”. Faced with the responses of the spontaneous evocation of memories, respondents pointed to the “Vodafone Paredes de Coura Festival” as the top of mind festival, followed by “NOS Alive Festival” and “Super Bock Super Rock Festival”, describing it with attributes like "music", "nature" and "river". It was also verified that the dimensions of the cognitive image of the tourist destination of Viana do Castelo present quite positive values, being the average of 4 or greater than 4 ('agree') in most of the items. The dimensions of the cognitive image of the Vodafone Paredes de Coura Festival proved to be higher than level 3 ('not agree or disagree'), being very close to level 4 ('agree'). Position confirmed by averages. It was verified that the variables are positively correlated, that is, the cognitive image of the Vodafone Paredes de Coura Festival positively affects the cognitive image of the tourist destination of Viana do Castelo.
The present empirical investigation had as main objective to evaluate the cognitive and Top of Mind image of the destination of Viana do Castelo during the Festival Vodafone Paredes de Coura. In particular, it was intended to evaluate whether the contribution of this festival is positive for the positioning of this tourist destination. The empirical study adopted a quantitative approach through the application of a questionnaire survey of Vodafone Paredes de Coura Festival visitors/visitors during the period in which it takes place. A total of 395 questionnaires were used, with a final sampling error of 4.9% and a significance level of 95%. Through the analysis of the results, it was possible to develop the profile of the participants in the Vodafone Paredes de Coura Festival and measure the cognitive image and Top of Mind of the tourist destination of Viana do Castelo and the respective festival. The main results revealed that the profile of the spectator/visitor is a young public, mostly male in the age group between 18-23 years and students of secondary education. The predominant nationality is the Portuguese city of Lisbon, followed by the Spanish city of Madrid. The responses of spontaneous evocation of respondent’s memories point to the first Top of Mind location “Paredes de Coura”, followed by “Viana do Castelo” and “Ponte de Lima”, describing the region's attributes as “beautiful”, “green” and “nature”. Faced with the responses of the spontaneous evocation of memories, respondents pointed to the “Vodafone Paredes de Coura Festival” as the top of mind festival, followed by “NOS Alive Festival” and “Super Bock Super Rock Festival”, describing it with attributes like "music", "nature" and "river". It was also verified that the dimensions of the cognitive image of the tourist destination of Viana do Castelo present quite positive values, being the average of 4 or greater than 4 ('agree') in most of the items. The dimensions of the cognitive image of the Vodafone Paredes de Coura Festival proved to be higher than level 3 ('not agree or disagree'), being very close to level 4 ('agree'). Position confirmed by averages. It was verified that the variables are positively correlated, that is, the cognitive image of the Vodafone Paredes de Coura Festival positively affects the cognitive image of the tourist destination of Viana do Castelo.
Description
Keywords
Imagem de destino turístico Imagem cognitiva Imagem afetiva Imagem Top of Mind Festival