A influência das experiências memoráveis no engajamento dos turistas na mídia social virtual

Elisângela Da Silva Rocha; Salvador Anton Clavé; Fabrícia Durieux Zucco; Ana Paula Lisboa Sohn

doi:10.5585/podium.v12i2.21965

Autores/as

Elisângela Da Silva Rocha Instituto Federal Catarinense - IFC https://orcid.org/0000-0001-8929-2561
Salvador Anton Clavé Universitat Rovira i Virgili - URV https://orcid.org/0000-0001-9818-2778
Fabrícia Durieux Zucco Universidade do Vale do Itajaí - UNIVALI Universidade Regional de Blumenau - FURB https://orcid.org/0000-0001-5538-1195
Ana Paula Lisboa Sohn Universidade do Vale do Itajaí - UNIVALI https://orcid.org/0000-0002-7319-8869

DOI:

https://doi.org/10.5585/podium.v12i2.21965

Palabras clave:

Experiencia turística memorable, Participación del consumidor, Redes sociales virtuales, Parques temáticos

Resumen

Objetivo: analizar cómo las experiencias memorables en los parques temáticos pueden influir en la participación de los turistas en las redes sociales virtuales.
Metodología/enfoque: la muestra consistió en 1.126 visitantes de dos parques temáticos de Brasil y España, entre julio de 2017 y mayo de 2018. El instrumento de recolección de datos fue el cuestionario. Para el análisis de datos, los procedimientos incluyeron: el Análisis Factorial Exploratorio (AFE), el Análisis Factorial Confirmatorio (AFC) utilizando criterios de validez discriminante y varianza media extraída (VME), la prueba de correlación de Spearman y la técnica Bootstrapping.
Originalidad/relevancia: aunque existen varios estudios que contribuyen a la investigación de las experiencias memorables y la participación del consumidor en las redes sociales en el contexto turístico, existen pocos trabajos centrados en la experiencia turística en los parques temáticos. En este sentido, desde un enfoque comparativo, se explora esta investigación en un intento de aportar evidencias empíricas iniciales sobre el tema.
Resultados: se encontró un efecto positivo de la experiencia en la participación de las redes sociales virtuales en relación con los parques temáticos analizados. Se identificaron dos constructos (atención y entusiasmo) como indicadores expresivos de la participación del consumidor. Los hallazgos sugieren que cuanto más se involucran los visitantes con las experiencias memorables en el parque, más se identifican con el parque en las redes sociales virtuales.
Aportes teóricos/metodológicos: proporciona indicadores para comprender la dinámica de los visitantes de parques en países con diferentes culturas y costumbres a través de una nueva herramienta de medición.
Aportes sociales/a la gestión: presenta subsidios para que los gerentes establezcan estrategias que tengan como objetivo aumentar la tasa de participación relacionada con la experiencia de redes sociales virtuales.

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Biografía del autor/a

Elisângela Da Silva Rocha, Instituto Federal Catarinense - IFC

Doutora em Turismo e Hotelaria pela UNIVALI - Universidade do Vale do Itajaí, com período sanduíche na Universidade Rovira I Virgili, Espanha (Participação no Programa Programas Estratégicos - DRI, fomentado pela CAPES), Balneário Camboriú, Santa Catarina, Brasil. Professora do Instituto Federal Catarinense - Campus Camboriú. Santa Catarina, Brasil.

Salvador Anton Clavé, Universitat Rovira i Virgili - URV

Doutor em Geografia pela Universitat Rovira I Virgili (URV), Vila-seca, Tarragona, Espanha. Professor de Análise Regional da URV - Universidade Rovira i Virgili, Faculdade de Turismo e Geografia, Departamento de Geografia, Vila-seca, Tarragona, Espanha.

Fabrícia Durieux Zucco, Universidade do Vale do Itajaí - UNIVALI Universidade Regional de Blumenau - FURB

Doutora em Administração pela Universidade Nove de Julho (UNINOVE). Professora titular da UNIVALI -Universidade do Vale do Itajaí – Campus Balneário Camboriú e da FURB - Universidade Regional de Blumenau, Santa Catarina, Brasil.

Ana Paula Lisboa Sohn, Universidade do Vale do Itajaí - UNIVALI

Doutora em Engenharia de Produção pela Universidade Federal de Santa Catarina (UFSC). professora titular da Universidade do Vale do Itajaí.

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