Banca de QUALIFICAÇÃO: KAREN DANIELE LIRA DE FRANÇA

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : KAREN DANIELE LIRA DE FRANÇA
DATE: 05/09/2024
TIME: 14:30
LOCAL: https://meet.google.com/nqa-dynm-hts
TITLE:

Signaling Sustainability: A Theoretical Model to Strengthen Trust in the Sustainable Practices of Music Festivals.

KEY WORDS:

Music Festivals, Sustainability, Signaling Theory, Green Advertising, Brand Trust.

PAGES: 156
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Music festivals are important events in the tourism industry, generating significant economic, social, and environmental impacts. With the growing concern for sustainability, companies organizing music festivals are adopting eco-friendly practices. Rock in Rio, for example, implements sustainable policies aligned with the UN's Sustainable Development Goals. However, there is still public skepticism regarding the event's sustainable practices and those of its sponsoring brands. Signaling theory helps communicate, through advertising, the companies' commitment to sustainability, reducing consumer skepticism and increasing loyalty. Moreover, festivals like Rock in Rio offer experiences that shape lasting perceptions of brand quality and identity, potentially boosting confidence in the sustainable practices of the involved brands. Therefore, the main goal of this thesis is to develop a theoretical model that utilizes signaling theory to communicate the commitment of music festivals to sustainability, thereby strengthening participants' trust in the event's and sponsors' sustainable practices. The study adopts an interdisciplinary methodological approach, structured as a multipaper work divided into four chapters. The first two chapters consist of a systematic literature review, gathering research related to music festivals, sustainability, and signaling theory in tourism. The third chapter involves a qualitative analysis of the sustainability signals present at Rock in Rio, using a semiotic approach. This research phase will include direct observation, photographic and videographic recordings, and active participation in sustainability-focused activities during the event. In the fourth chapter, a quantitative approach will be adopted, with structural equation modeling to test the formulated hypotheses. In this phase, the study highlights the importance of consumer experience at festivals, addressing brand quality and identity, and green advertising as factors that may influence perception and trust in Rock in Rio's sustainable practices and its sponsoring brands. This study aims to expand scientific knowledge on the interaction between signaling theory, sustainability, and music festivals, areas that have not yet been explored together. Additionally, it offers strategic recommendations for organizers and sponsors to create effective strategies, improving the communication of sustainable practices and strengthening participants' trust.

COMMITTEE MEMBERS:
Presidente - 1372521 - MARIA VALERIA PEREIRA DE ARAUJO
Interno - 1160199 - SERGIO MARQUES JUNIOR
Externa ao Programa - 1841981 - JOSEMERY ARAUJO ALVES - UFRNExterno à Instituição - ESDRAS MATHEUS SILVA MATIAS - UFPB