O efeito do aroma na intenção de compra de um pacote turístico

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.5004

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Publicado: dic 8, 2017
Edição: v. 11 n. 1 (2018): (Ene-Jun) Estudios de audiencias y recepción: audiencias minoritarias y nuevas mediaciones
Seção Estudos


Palavras-chave: marketing experiencial publicidade sensorial publicidade olfativa intenção de compra turismo

Conteúdo do artigo principal

Autores

Laura Pilar Cuatrecasas Clemente
Universitat Autònoma de Barcelona

Resumo

Estuda-se o efeito do aroma associado a um destino turístico na intenção de compra de um pacote turístico. Sessenta estudantes universitários (M =21,45, Dt =1,50) visualizaram um spot de destino caribenho em uma das duas condições experimentais: sem aroma e com aroma ambiental associado a um destino turístico. Depois de assistir, os participantes preencheram um questionário que incluía escalas Likert. A análise estatística revela que o aroma associado ao destino turístico não tem nenhum efeito na intenção de comprar um pacote turístico, mas sim o tem o agrado pelo vídeo promocional. Estes resultados contribuem ao conhecimento das propriedades do marketing experiencial aplicado à indústria do turismo.
Como Citar
Cuatrecasas Clemente, L. P. (2017). O efeito do aroma na intenção de compra de um pacote turístico. Anuario Electrónico De Estudios En Comunicación Social "Disertaciones", 11(1), 150–168. https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.5004
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