Banca de DEFESA: LEYLANE MENESES MARTINS

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : LEYLANE MENESES MARTINS
DATE: 23/03/2026
TIME: 08:30
LOCAL: Hibrído: Auditório 01 do Nepsa II (CCSA) | sala virtual
TITLE:

Antecedents of intention to use short-video creation and sharing applications for travel planning

KEY WORDS:

short videos; influencer marketing; UTAUT; SOR; travel planning

PAGES: 275
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

The advancement of digital technologies and online social networks has impacted tourism, transforming habits and travel planning processes by making short video creation and sharing applications (SVCSA) increasingly present in users' daily lives. This is due to their widespread use, low or no access cost, ease of use, and the growing need to consume quick and short content, with a preference for dynamic visual formats, thus initiating the era of social media. Given this context, the problem raised in this study concerned the identification, analysis, and relationships of the variables that influence the intention to continuously use SVs in travel planning, with the following question: What variables, and how do they relate to each other in a theoretical model, influence the intention to continuously use SVCSA in travel planning? From these perspectives, the present study integrated, as a theoretical foundation, contributions from Influencer Marketing, online social networks, social media in the evolution of generations, specifically short videos, in addition to the variables of the Unified Theory of Acceptance and Use of Technology (UTAUT) and Stimulus-Organism-Response (SOR) models applied to the context of tourism. Consequently, the general objective was to develop and empirically validate a theoretical model to measure the intention of continuous use of SVCSA in travel planning, analyzing relationships between variables, as well as verifying its explanatory capacity in the use of these applications in the context of Brazilian tourism. The proposed model included seven hypotheses, encompassing dimensions such as visual effect, tourist inspiration, performance expectancy, effort expectancy, hedonic motivation, social influence, and habit, as antecedents of the intention of continuous use of SVCSA. Thus, the research adopted a hypothetical-deductive method, with data collection via online survey, and data analysis using Structural Equation Modeling (SEM), aiming to validate the model that integrated the principles of UTAUT and SOR theories. Participants included Brazilian tourism service providers, over 18 years of age and registered in the Responsible Tourism Seal program (n = 574), who answered whether they had experience using short video applications. The research results indicated that tourism inspiration was the main antecedent of the intention to continue using short video creation and sharing applications in travel planning, followed by social influence and effort expectation, both with positive and statistically significant effects. This highlights that inspiring content, social validation, and perceived ease of use are central determinants for the continued use of these applications in travel planning in the Brazilian context. The other variables initially proposed did not remain in the final model due to statistical limitations observed in the Confirmatory Factor Analysis (CFA). It was highlighted, however, that the effects of these relationships could vary according to sociodemographic characteristics, which were explored through multi-group analysis, with the aim of examining whether the structural relationships of the model differed between groups defined by the moderators gender and generation. The results showed that there was no evidence of variation in the structural coefficients between the groups. The study contributed theoretically by integrating the UTAUT and SOR models in the analysis of SVCSA in Brazilian tourism and presented practical implications for destination and tourism enterprise managers regarding the strategic use of short videos in the tourism planning process.

COMMITTEE MEMBERS:
Externo à Instituição - ANDRÉ RIANI COSTA PERINOTTO
Externa à Instituição - CRISTIANE ALCÂNTARA DE JESUS SANTOS
Presidente - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externa à Instituição - MELISE DE LIMA PEREIRA
Interno - 1160199 - SERGIO MARQUES JUNIOR