Atributos dos destinos que promovem experiências turísticas memoráveis: adaptação e validação de escala: adaptação e validação de escala

Érika Sayuri Koga; Ananda Aparecida Rossi Bastos; Mariana de Freitas Coelho; Glauber Eduardo de Oliveira  Santos

doi:10.5585/2025.26004

Authors

Érika Sayuri Koga University of São Paulo https://orcid.org/0000-0001-5949-4875
Ananda Aparecida Rossi Bastos University of São Paulo https://orcid.org/0009-0004-4264-4258
Mariana de Freitas Coelho Federal University of Paraná https://orcid.org/0000-0002-7081-1429
Glauber Eduardo de Oliveira Santos University of São Paulo https://orcid.org/0000-0001-8731-101X

DOI:

https://doi.org/10.5585/2025.26004

Keywords:

memorable tourism experiences, tourism destinations, tourism marketing, tourism competitiveness

Abstract

Objective of the study: This study aims to adapt and validate the Destination Attributes of Memorable Tourist Experiences (DAETM) scale, originally developed by Kim (2014), for the Brazilian context.
Methodology/approach: The adaptation process followed the rigorous six-step protocol proposed by Borsa et al. (2012). Data were collected through a survey of 401 Brazilian tourism consumers, and the psychometric properties of the adapted instrument were assessed using confirmatory factor analysis and structural equation modeling.
Originality/Relevance: Promoting Memorable Tourist Experiences (MTE) is crucial for enhancing the competitiveness of tourist destinations. Although Kim’s (2014) DAETM scale is a widely recognized tool for measuring these experiences, it was not validated in the Brazilian context. This study addresses that gap by proposing a culturally adapted scale version.
Main results: Unlike the original reflective model, the adapted scale follows a reflective-formative structure. It comprises 25 items grouped into eight dimensions: activities and special events, hospitality, place attachment, infrastructure, quality of service, local culture, physiography, and superstructure. Among these, physiography has the greatest weight in promoting MTE, followed by activities and special events, hospitality, infrastructure, quality of service, and superstructure. Notably, the dimensions of place attachment and local culture showed no significant impact on MTE promotion.
Theoretical and practical implications: This study provides robust empirical evidence that the original DAETM scale lacks validity in the Brazilian context and proposes a new, context-specific structure. Finally, the paper provides a series of theoretical and conceptual criticisms, supported by empirical evidence, as well as practical and managerial implications that contribute to the progress of knowledge in the area.

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Author Biographies

Érika Sayuri Koga, University of São Paulo

PhD student in Tourism at the School of Arts, Sciences and Humanities of the University of São Paulo (EACH-USP), Master in Hospitality at the Anhembi-Morumbi University (2011), Postgraduate MBA in Business Management from the Getulio Vargas Foundation (2007), Bachelor in Tourism from the University of São Paulo (2002), Technologist in Hospitality from the Senac University Centre (1999) and graduate in Pedagogical Training of Teachers for Professional Education at Secondary Level. She has worked professionally for over 20 years in tourism planning and organisation, hospitality management, the environment, research and higher education. She is currently a permanent lecturer on the Higher Technology Course in Tourism Management at the Federal Institute of Education, Science and Technology of São Paulo (IFSP), where she also coordinates extension, teaching and research projects. She is a researcher at the Tourism Studies and Research Group (Geptur), affiliated to the IFSP and the Tourism Economics and Administration Research Centre (NEAT-USP).

Ananda Aparecida Rossi Bastos, University of São Paulo

PhD candidate at the School of Arts, Sciences, and Humanities of the University of São Paulo (EACH-USP). Research in the field of tourism, focusing on topics related to economics, management, and public policies.

Mariana de Freitas Coelho, Federal University of Paraná

Associate Professor of Marketing at the Federal University of Paraná (UFPR), Department of General and Applied Administration. Serves as the coordinator of the MBA in Marketing. Leads the Mercademia research group, which aims to bridge academia and the market. Collaborating professor in the Graduate Program in Administration at UFPR (PPGADM-UFPR). Holds a postdoctoral degree in Hospitality from Anhembi Morumbi University. Earned a Ph.D. and a Master’s degree in Strategic Administration, Marketing, and Innovation from CEPEAD, Federal University of Minas Gerais (UFMG). Graduated in Tourism from UFMG.

Glauber Eduardo de Oliveira Santos, University of São Paulo

Associate Professor at the School of Arts, Sciences and Humanities of the University of São Paulo (EACH-USP) and visiting professor at the Griffith Institute for Tourism (GIFT) of Griffith University. Coordinator and professor of the Tourism Master and PhD programs. CNPq Research Productivity Fellow. Editor-in-Chief of RBTUR (Revista Brasileira de Pesquisa em Turismo) and regional editor for Latin America of the International Journal of Contemporary Hospitality Management (IJCHM). PhD in Tourism and Environmental Economics from the University of the Balearic Islands (Spain), PhD in Management from USP. He is interested in tourism, and within this field, specifically in topics associated with economics, consumer behavior, quantitative methods, and scientific research.

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