O papel mediador da “atitude em relação ao ewom sobre países estrangeiros” na relação do etnocentrismo e da inteligência cultural com a intenção de viagem ao destino estrangeiro
DOI:
https://doi.org/10.5585/podium.v12i2.22670Palavras-chave:
Etnocentrismo, Inteligência cultural, Atitude EWOM, Intenção de viagem ao destino estrangeiro, Teoria comportamental planejadaResumo
Objetivo do estudo: Neste estudo, discute-se "etnocentrismo e inteligência cultural" como características únicas dos indivíduos e o efeito mediador da atitude em relação à EWOM, que consiste nos pensamentos dos outros sobre países estrangeiros, nas relações dessas características com as intenções de indivíduos para ir de férias para destinos estrangeiros.
Metodologia: Resultados que podem ser avaliados na teoria e na prática foram obtidos investigando o efeito dos comentários online e suas atitudes em relação a esses comentários, que se tornaram muito importantes nas experiências turísticas nos últimos anos. Com a pesquisa online, os dados obtidos de 357 participantes com diferentes características demográficas de diferentes províncias da Turquia foram analisados com SEM.
Originalidade/Relevância: Existem poucos estudos examinando a relação entre inteligência cultural e etnocentrismo. Ang et ai. (2007) afirmou que o etnocentrismo afeta a inteligência cultural, enquanto Triandis (2006) afirmou que a inteligência cultural afeta o entocentrismo. Harrison (2012) determinou que existe uma relação negativa entre os dois conceitos. Inteligência cultural e etnocentrismo têm uma associação negativa, segundo Young, Haffejee e Corsun (2017).
Principais resultados: De acordo com os resultados da análise, a atitude EWOM tem um efeito mediador parcial nas relações de etnocentrismo e inteligência cultural com a intenção de visitar destinos estrangeiros para férias.
Contribuições teórico-metodológicas: Neste estudo, examinou-se o papel mediador da atitude face aos comentários da MOE sobre estes países nas relações destes dois conceitos com a intenção de visitar destinos estrangeiros para fins de férias e verificou-se o efeito de mediação parcial da MOE.
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