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Publication
Experiência com golfinhos em parque temático
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Authors
Abstract(s)
A crescente concorrência constitui um desafio ao qual as organizações procuram responder para garantir vantagem competitiva num cenário onde a compreensão da experiência de consumo é crítica. Neste contexto, investigadores e profissionais de marketing aprofundam o conhecimento acerca de causas e efeitos da experiência de consumo em contextos turísticos. Saber de que forma deve ser desenhada a oferta, nomeadamente equacionada enquanto experiência, passou a ser um dos grandes desafios para profissionais e investigadores em turismo e marketing. O objetivo deste estudo é compreender a experiência do visitante do Zoomarine e as suas relações com a memória, satisfação e lealdade no caso concreto da Apresentação dos Golfinhos. Adotando uma abordagem de Marketing, a revisão de literatura sustenta o desenho de um modelo conceptual posteriormente testado através de dados recolhidos através de inquérito por questionário entre os públicos no Zoomarine que participaram enquanto espectadores na Apresentação dos Golfinhos, entre 1 de julho e 1 de setembro de 2022.
Os resultados permitem concluir que a experiência positiva está correlacionada com a formação das memórias, satisfação do participante e formação da lealdade.
Desta forma, as organizações entendem que é fulcral perceberem a experiência do consumidor através destas variáveis, pois um ambiente experiencial desejável poderá ser uma grande vantagem competitiva.
Growing competition is a challenge to which organizations are trying to respond in order to ensure competitive advantage in a scenario where understanding the consumer experience is critical. In this context, researchers and marketing professionals are deepening their knowledge of the causes and effects of the consumer experience in tourism contexts. Knowing how the offer should be designed, namely as an experience, has become a major challenge for professionals and researchers in tourism and marketing. The aim of this study is to understand the Zoomarine visitor experience and its relationship with memory, satisfaction and loyalty in the specific case of the Dolphin Show. Adopting a marketing approach, the literature review supports the design of a conceptual model that was later tested using data collected through a questionnaire survey among Zoomarine audiences who participated as spectators in the Dolphin Show between July 1 and September 1, 2022. The results show that a positive experience is correlated with the formation of memories, participant satisfaction and the formation of loyalty. In this way, organizations understand that it is crucial to understand the consumer experience through these variables, as a desirable experiential environment can be a great competitive advantage.
Growing competition is a challenge to which organizations are trying to respond in order to ensure competitive advantage in a scenario where understanding the consumer experience is critical. In this context, researchers and marketing professionals are deepening their knowledge of the causes and effects of the consumer experience in tourism contexts. Knowing how the offer should be designed, namely as an experience, has become a major challenge for professionals and researchers in tourism and marketing. The aim of this study is to understand the Zoomarine visitor experience and its relationship with memory, satisfaction and loyalty in the specific case of the Dolphin Show. Adopting a marketing approach, the literature review supports the design of a conceptual model that was later tested using data collected through a questionnaire survey among Zoomarine audiences who participated as spectators in the Dolphin Show between July 1 and September 1, 2022. The results show that a positive experience is correlated with the formation of memories, participant satisfaction and the formation of loyalty. In this way, organizations understand that it is crucial to understand the consumer experience through these variables, as a desirable experiential environment can be a great competitive advantage.
Description
Keywords
Contextos turísticos Experiência Memória Satisfação Lealdade