Relações de imagens de destinos em um contexto olímpico: investigando familiaridade e envolvimento nos jogos

Luciana Brandão Ferreira; Janaina de Moura Engracia Giraldi

doi:10.5585/2025.25134

Autores

Luciana Brandão Ferreira Universidade Federal do Maranhão – UFMA, São Luís, Maranhão, Brasil https://orcid.org/0000-0002-7614-2393
Janaina de Moura Engracia Giraldi Universidade de São Paulo – USP, Ribeirão Preto, São Paulo, Brasil https://orcid.org/0000-0003-3086-7134

DOI:

https://doi.org/10.5585/2025.25134

Palavras-chave:

imagem de destino turístico, familiaridade com destinos turísticos, envolvimento com jogos, Jogos Olímpicos de 2016

Resumo

Objetivo do estudo: O objetivo foi verificar a existência de moderação da familiaridade com o destino nacional e do envolvimento com jogos nas relações de influência entre duas imagens de destinos, considerando um contexto olímpico.

Métodos de pesquisa: Foi realizada uma pesquisa quantitativa por meio de questionários estruturados com uma amostra de 340 entrevistados estrangeiros. A análise dos dados ocorreu por meio da técnica de modelagem de equações estruturais.

Originalidade/Relevância: A literatura de Olimpíadas e imagem do destino sobre as variáveis mencionadas tem considerado apenas o impacto em um destino específico, este estudo contribui por investigar a moderação das variáveis nas relações entre dois destinos.

Resultados: A familiaridade com o destino nacional e o envolvimento com os jogos não exerceram impacto na relação de influência entre as imagens da cidade-sede e do destino-nacional investigados.

Contribuições teóricas/metodológicas: Não houve transbordamento do efeito da familiaridade com o destino nacional ou envolvimento com os jogos na influência do destino nacional na cidade-sede e vice-versa. Isto leva a crer que, independentemente do nível de familiaridade com o destino nacional ou de envolvimento com os jogos, a imagem da cidade-sede do megaevento esportivo influenciou da mesma forma a imagem do destino nacional.

Contribuições sociais/de gestão: Identificar variáveis que possam interferir ou não na relação de destinos conectados contribui para uma melhor gestão da imagem dos mesmos, principalmente considerando o cenário de um megaevento esportivo, contexto em que a imagem do local ganha projeção mundial.

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Biografia do Autor

Luciana Brandão Ferreira, Universidade Federal do Maranhão – UFMA, São Luís, Maranhão, Brasil

Doutora em Administração da Organizações (FEARP/USP). Doutorado Sanduíche (University of Florida - Department of Tourism, Recreation and Sport Management - College of Health and Human Performance - 2017) com bolsa financiada pelo Programa de Doutorado Sanduíche no Exterior da CAPES. Mestre em Administração pela (FEA/USP - 2010); Especialização em Metodologia do Ensino Superior (Universidade Federal do Maranhão-UFMA- 2008); Graduação em Administração (Universidade Estadual do Maranhão-UEMA -2005); Graduação em Hotelaria (UFMA- 2003). Atualmente é Professora Associada no Departamento de Turismo e Hotelaria (UFMA). Foi coordenadora da Especialização em Gestão e Marketing da Hospitalidade (UFMA - 2013-2014). Desenvolve atividades de ensino, pesquisa e extensão e consultoria nas áreas relacionadas à Administração, Marketing, Hospitalidade e Turismo. Atualmente coordena o Grupo de Pesquisa em Estratégia e Marketing em Hospitalidade e Turismo - GEMaHT (UFMA).

Janaina de Moura Engracia Giraldi, Universidade de São Paulo – USP, Ribeirão Preto, São Paulo, Brasil

Professora Titular da Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEA-RP), Universidade de São Paulo (USP). Bolsista Produtividade do CNPq desde 2013. Coordenadora do Programa de Pós-Graduação em Administração de Organizações (PPGAO) da FEA-RP/USP. Membro de Comitês de Assessoramento da CAPES. Possui Gra-duação em Administração de Empresas pela Universidade de São Paulo (1998), Especializa-ção em Master of Science in Marketing pela KULeuven (Bélgica) (2002), Mestrado em Ad-ministração pela Universidade de São Paulo (2004), Doutorado em Administração pela Uni-versidade de São Paulo (2006) e Livre Docência em Administração (especialidade Marke-ting) pela Universidade de São Paulo (2014). Visiting Fellow na Staffordshire University (Reino Unido) de 2020 a 2023. Tem experiência na área de Administração, com ênfase em Marketing, atuando principalmente nos seguintes temas: Imagem e Marca de Países, Marke-ting de Lugares, Indicações Geográficas, Comportamento do Consumidor, Pesquisa de Mar-keting, Planejamento e Estratégia em Marketing, Neuromarketing. Membro Associado do Instituto de Neurociências Comportamento (INeC). Editora-Chefe da RACEF - Revista de Administração, Contabilidade e Economia da Fundace desde 2014. Revisora de artigos de periódicos e congressos nacionais e internacionais da área de Marketing e revisora ad hoc de agências de fomento à pesquisa (CAPES, CNPq, FAPESP). Fundadora e coordenadora do grupo de pesquisa PLACEMARK (Place Marketing Research Group).

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