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Abstract(s)
A experiência turística memorável é um processo interativo entre o turista e um
destino/serviço/produto, inspirado nas suas expetativas, necessidades e desejos, fruto da
perceção sensorial, da interpretação emocional e da vivência de momentos únicos e
inesquecíveis que permaneçam na sua memória.
Deste modo, esta tese pretende compreender e esclarecer o papel dos sentidos, das
emoções e das memórias na experiência turística memorável. O principal objetivo desta
pesquisa consiste em investigar a relação entre os sentidos, as emoções e as memórias na
construção da experiência turística memorável dos turistas.
A revisão de literatura focou os três principais constructos, os sentidos, as emoções e as
memórias no contexto da experiência turística memorável. Neste sentido, foi feita uma
revisão bibliográfica com base na literatura mais relevante e atual sobre a experiência
turística, as dimensões da experiência, os modelos de criação e cocriação experiencial e
do papel de cada constructo e das relações entre si.
A amostra para este estudo foi composta por 409 turistas que visitaram a região turística
do Algarve. Os dados foram recolhidos através de questionário nas salas de embarque no
Aeroporto Internacional de Faro depois dos turistas efetuarem o check-in.
A pesquisa empírica compreendeu dois tipos de análise distintas. Primeiro, foi realizada
a análise qualitativa no sentido de identificar os palcos experienciais mais suscetíveis de
proporcionar momentos memoráveis aos turistas. Os resultados apurados no âmbito do
estudo qualitativo, através da análise do conteúdo indicam que o palco experiencial que
mais experiências turísticas memoráveis proporcionou foi o de património e cultura local,
seguindo-se o palco de sol e mar, natureza, gastronomia e vinho, desporto e atividade
física, golfe, alojamento e saúde e bem-estar.
A análise quantitativa possibilitou identificar e aferir o grau de concordância e de
importância que os turistas conferem aos atributos sensoriais, aos estados emocionais e
aos elementos memoráveis na construção da experiência turística memorável. Os
resultados da análise quantitativa mostraram que todos os atributos sensoriais são
determinantes na perceção da experiência turística memorável. Deste modo, os dados refletem a importância da componente multissensorial na perceção da mesma. No
entanto, os atributos visuais apresentam-se como os mais determinantes, seguindo-se os
atributos gustativos, olfativos, auditivos e, por último, os atributos táteis.
Os estados emocionais mais determinantes na perceção da experiência turística
memorável são, em primeiro lugar, os estados emocionais relacionados com a alegria,
seguindo-se os estados emocionais de surpresa positiva e os estados emocionais
relacionados com o amor. Os resultados apurados relativamente aos elementos
memoráveis que influenciam a construção da experiência turística memorável permitem
constatar que os elementos que compõem a vivacidade das memórias são considerados
mais determinante do que os elementos que formam as recordações.
A análise quantitativa compreendeu também a utilização da técnica de PLS-SEM com o
objetivo de explorar e compreender as relações entre os sentidos, emoções e memórias na
construção da experiência turística memorável. Desta forma, verifica-se que os sentidos
(visão, audição, paladar e tato) influenciam positivamente todos os estados emocionais.
Através do modelo de equações estruturais confirma-se ainda que os estados emocionais
têm impacto positivo nos elementos memoráveis (recordações e vivacidade) e que estes
influenciam positivamente a construção da experiência turística memorável.
Deste modo, com base nos resultados do processo de investigação, conclui-se que os
sentidos, as emoções e as memórias são constructos positivamente interrelacionados e
que, em conjunto, permitem explicar parte da construção da experiência turística
memorável no Algarve. Destaca-se também a nível relacional a existência de três padrões
de experiências turísticas memoráveis, ou seja, experiências que compreendem a vivência
de estados emocionais de alegria, de amor e de surpresa positiva.
Os resultados obtidos na presente tese vêm reforçar a compreensão das experiências
turísticas memoráveis ao nível da sua complexidade e multidimensionalidade e têm
implicações para os diversos stakeholders dos destinos turísticos. Neste sentido, a
experiência turística é um momento importante e determinante para turistas, destino,
gestores hoteleiros, stakeholders e decisores turísticos.
The memorable tourist experience is an interactive process between the tourist and the destination/service/product, inspired by their expectations, needs and desires, as a result of sensory perception, emotional meaning and the connexion to unique and unforgettable moments that will remain in their memory. Therefore, the thesis focus is to understand and clarify the role of the senses, emotions and memories on the memorable tourist experience development. The main objective of the research is to investigate the relation between the senses, emotions and memories on the memorable tourist experience development. The literature review focused on the three main constructs, namely, the senses, emotions and memories on the memorable tourist experience context. Thus, a literature review was performed based on the most relevant and current literature on the tourism experience, the tourism experience dimensions, the creation and co-creation experiential models, the role of each construct on the experience process and its relationship with the memorable tourist experience development. The sample population of this study consisted in 409 tourists that had visited Algarve touristic region. The data was collected through a survey in Faro International Airport at the departure gate after tourists’ checked in. The empirical research was based on qualitative and quantitative methodology. First, a qualitative analysis was performed in order to identify the experiential stages that provide memorable moments for tourists. The results of the qualitative study, through content analysis, indicates that the experiential stage that provided the most memorable tourist experiences was the stage of heritage and local culture, followed by the stage of sun and sea, nature, gastronomy and wine, sports and physical activity, golf, accommodation and health and well-being. The quantitative analysis was performed to identify and assess the degree of agreement and importance that tourists give to sensory attributes, emotional states and memorable elements of the memorable tourist experience development. The results obtained through the quantitative analysis showed that all sensory attributes are crucial for the memorable tourist experience perception. Thus, the data shown that the multisensory dimension is the highest important in the experience perception. However, the sight attributes are more important, followed by the taste, smell, hearing and touch attributes. The most important emotional state for the memorable tourist experience perception are, firstly, the emotional states related to joy, followed by the emotional states of positive surprise and the emotion of love. The results obtained regarding the memorable elements that influence the memorable tourism experience development shown that vividness was more important than recollection. The quantitative analysis also included the use of the PLS-SEM technique in order to explore and understand the relation between the senses, emotions and memories in the memorable tourist experience development. Therefore, the data confirmed that senses (sight, hearing, taste and touch) have a positive influence to all emotional states. Through the structural equations model it is also confirmed that emotional states have a positive impact on the memorable elements (vividness and recollection) and these have a positive influence on the memorable tourist experience development. Thus, the research process findings, it is concluded that the senses, emotions and memories are positive interconnected constructs that explain part of the memorable tourist experience in the Algarve. The discovery of three patterns of memorable tourist experiences related with the emotional states, that includes the pattern experience of joy, love and positive surprise. The results obtained in this thesis reinforces the understanding of the memorable tourist experiences in terms of their complexity and multidimensionality and the implications for the tourism destination stakeholders. So, the tourist experience is an important and crucial event for tourists’, destinations, hotel managers’, stakeholders’ and tourism decision makers.
The memorable tourist experience is an interactive process between the tourist and the destination/service/product, inspired by their expectations, needs and desires, as a result of sensory perception, emotional meaning and the connexion to unique and unforgettable moments that will remain in their memory. Therefore, the thesis focus is to understand and clarify the role of the senses, emotions and memories on the memorable tourist experience development. The main objective of the research is to investigate the relation between the senses, emotions and memories on the memorable tourist experience development. The literature review focused on the three main constructs, namely, the senses, emotions and memories on the memorable tourist experience context. Thus, a literature review was performed based on the most relevant and current literature on the tourism experience, the tourism experience dimensions, the creation and co-creation experiential models, the role of each construct on the experience process and its relationship with the memorable tourist experience development. The sample population of this study consisted in 409 tourists that had visited Algarve touristic region. The data was collected through a survey in Faro International Airport at the departure gate after tourists’ checked in. The empirical research was based on qualitative and quantitative methodology. First, a qualitative analysis was performed in order to identify the experiential stages that provide memorable moments for tourists. The results of the qualitative study, through content analysis, indicates that the experiential stage that provided the most memorable tourist experiences was the stage of heritage and local culture, followed by the stage of sun and sea, nature, gastronomy and wine, sports and physical activity, golf, accommodation and health and well-being. The quantitative analysis was performed to identify and assess the degree of agreement and importance that tourists give to sensory attributes, emotional states and memorable elements of the memorable tourist experience development. The results obtained through the quantitative analysis showed that all sensory attributes are crucial for the memorable tourist experience perception. Thus, the data shown that the multisensory dimension is the highest important in the experience perception. However, the sight attributes are more important, followed by the taste, smell, hearing and touch attributes. The most important emotional state for the memorable tourist experience perception are, firstly, the emotional states related to joy, followed by the emotional states of positive surprise and the emotion of love. The results obtained regarding the memorable elements that influence the memorable tourism experience development shown that vividness was more important than recollection. The quantitative analysis also included the use of the PLS-SEM technique in order to explore and understand the relation between the senses, emotions and memories in the memorable tourist experience development. Therefore, the data confirmed that senses (sight, hearing, taste and touch) have a positive influence to all emotional states. Through the structural equations model it is also confirmed that emotional states have a positive impact on the memorable elements (vividness and recollection) and these have a positive influence on the memorable tourist experience development. Thus, the research process findings, it is concluded that the senses, emotions and memories are positive interconnected constructs that explain part of the memorable tourist experience in the Algarve. The discovery of three patterns of memorable tourist experiences related with the emotional states, that includes the pattern experience of joy, love and positive surprise. The results obtained in this thesis reinforces the understanding of the memorable tourist experiences in terms of their complexity and multidimensionality and the implications for the tourism destination stakeholders. So, the tourist experience is an important and crucial event for tourists’, destinations, hotel managers’, stakeholders’ and tourism decision makers.
Description
Keywords
Sentidos Emoções Memórias Experiência turística memorável