A influência das experiências memoráveis no engajamento dos turistas na mídia social virtual
DOI:
https://doi.org/10.5585/podium.v12i2.21965Palavras-chave:
Experiência memorável de turismo, Engajamento do consumidor, Mídia social virtual, Parques temáticosResumo
Objetivo: analisar como as experiências memoráveis vivenciadas em parques temáticos podem influenciar no engajamento dos turistas na mídia social virtual.
Metodologia/abordagem: a amostra foi composta por 1.126 visitantes de dois parques temáticos no Brasil e na Espanha, entre julho de 2017 e maio de 2018. O instrumento de coleta de dados foi o questionário. Para análise dos dados, os procedimentos incluíram: a análise fatorial exploratória (AFE), a análise fatorial confirmatória (AFC) com o uso dos critérios de validade discriminante e da variância média extraída (AVE), o teste de Correlação de Spearman e a Técnica de Bootstrapping.
Originalidade/relevância: embora existam diversos estudos que contribuam para a pesquisa de experiências memoráveis e engajamento do consumidor na mídia social quanto ao contexto turístico, são poucos os trabalhos focalizados na experiência turística em parques temáticos. Nesse sentido, mediante uma abordagem comparativa, explorou-se tal investigação na tentativa de contribuir com evidências empíricas iniciais sobre o assunto.
Resultados: verificou-se efeito positivo da experiência no engajamento na mídia social virtual em relação aos parques temáticos analisados. Foram identificados dois construtos (a atenção e o entusiasmo) como indicadores expressivos de engajamento do consumidor. As descobertas sugerem que quanto mais os visitantes se envolvem com as experiências memoráveis vivenciadas no parque, mais eles se identificam com o parque na mídia social virtual.
Contribuições teóricas/metodológicas: fornece indicadores para compreender a dinâmica dos visitantes de parques em países com culturas e costumes distintos, por meio de uma nova ferramenta de mensuração.
Contribuições sociais/para a gestão: apresenta subsídios para que os gestores estabeleçam estratégias que visem aumentar o índice de engajamento relacionado à experiência na mídia social virtual.
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