Mensuração do valor de marca com base nas percepções de turistas internacionais: uma investigação em Villavicencio (Colômbia)

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.11133

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Publicado: Sep 14, 2022
Edição: v. 24 n. 43 (2022)
Seção Artículo de investigación científica y tecnológica


Palavras-chave: marca de destino mídias sociais qualidade percebida fidelidade

Conteúdo do artigo principal

Autores

María Cristina Otero Gómez
Universidad de los Llanos
Wilson Giraldo Pérez
Universidad de los Llanos

Resumo

Este estudo examina o valor da marca de Villavicencio como destino turístico internacional do ponto de vista do consumidor. Além disso, analisa a influência das redes sociais durante a Covid-19 nas intenções de repetir a visita ao destino turístico. Foi realizado um estudo quantitativo, no qual foram processados 130 questionários aplicados a turistas de diferentes países. Os resultados indicam que a lealdade e a qualidade percebida do destino são as dimensões que mais contribuem para a construção do valor da marca. Observa-se também que existe um nível médio de associação entre o valor de marca do destino e a intenção de visitá-lo novamente. Além disso, as mídias sociais como variável de reforço,
atuam positivamente na intenção de repetir a visita, com base na memória de experiências memoráveis. Conclui-se que os turistas são fiéis a Villavicencio porque o destino lhes proporciona experiências de qualidade que superam as oferecidas por outros destinos com características semelhantes.

Como Citar
Otero Gómez, M. C., & Giraldo Pérez, W. (2022). Mensuração do valor de marca com base nas percepções de turistas internacionais: uma investigação em Villavicencio (Colômbia). Revista Universidad Y Empresa, 24(43), 1–23. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.11133
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