Electronic Word of Mouth (e-WOM) e escolha do destino turístico por pessoa com deficiência ou mobilidade reduzida (PcDMr)

Marklea da Cunha Ferst, Sara Joana Gadotti dos Anjos, Helen Rita Menezes Coutinho, Luiz Carlos da Silva Flores

Resumo


Objetivo do estudo: Analisar o impacto do e-WOM   na escolha do destino turístico por pessoa com deficiência ou mobilidade reduzida (PcDMr).  

Metodologia/abordagem:  Trata-se de um estudo de natureza explicativa; dedutivo e quantitativo com a utilização de uma amostra não probabilística por conveniência, com 128 pessoas com deficiência ou mobilidade reduzida. A análise de dados foi realizada com auxílio do software SPSS Statistics versão 25. Utilizou-se métodos de estatística descritiva para a análise dos dados. Análise do Teste-T e correlação entre variáveis.

Originalidade/Relevância: Os estudos acadêmicos sobre o uso do e-WOM existentes não abordam a sua utilização por pessoas com deficiência ou mobilidade reduzida. A relevância acadêmica se dá face o crescimento do mercado do turismo acessível e da necessidade de conhecer melhor os hábitos deste segmento.

Principais resultados: Observou-se que a maioria dos respondentes com deficiência ou mobilidade reduzida viajam acompanhados e ao menos uma vez ao ano. Quanto a acessibilidade do destino, para os turistas PcDMr esta tem influência ou pode influenciar na escolha do destino turístico. No tocante ao uso das redes sociais a maioria dos respondentes PcDMr as utiliza, tendo sido encontrada uma importante correlação entre o uso das redes sociais e a sua influência na escolha do destino, e, comparando os resultados do grupo PcDMr com o de pessoas sem deficiência (PsD), verificou-se uma correlação menor destas. Por fim, verificou-se a influência do E-WOM  na escolha do destino turístico.

Contribuições teóricas/metodológicas: Apresenta os constructos e variáveis do turismo acessível e do e-WOM  e a utilização da internet pelo turista PcDMr e como ele afeta a escolha do destino turístico por PcDMr.

Contribuições sociais / para gestão: Possibilita aos analistas de mercado, profissionais de marketing, governo, empresários e pesquisadores da área do turismo, o desenvolvimento de ações eficazes para o atendimento do turista PcDMr.


Palavras-chave


e-WOM; Destino turístico; Acessibilidade; Pessoa com deficiência.

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Referências


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DOI: https://doi.org/10.5585/podium.v9i3.16015

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