Banca de DEFESA: JACKSON DE SOUZA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : JACKSON DE SOUZA
DATA : 25/05/2017
HORA: 15:30
LOCAL: Auditório do NEPSA II
TÍTULO:

Evaluation the tourism promotion effectiveness: An approach of state of Sergipe (Brazil)


PALAVRAS-CHAVES:

Tourism promotion; Promotional effectiveness; Destination Marketing Organizations; DAR Model; Sergipe.


PÁGINAS: 135
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Turismo
RESUMO:

Among the many factors related to the countries for their tourism development, marketing is a challenging factor to create brands for their destinations. Companies, known in the literature as Destination Marketing Organizations (DMOs), usually develop the marketing execution of a destination, and one of jobs that they do is to evaluate the tourism promotion effectiveness. The present study focused on evaluating the tourism promotion effectiveness in the state of Sergipe, especially because the state is a destination in consolidation in national tourism, but in recent years has suffered a decrease in investments in promotion due to political and economic factors. For this purpose, in this research, characterized as descriptive and exploratory, with a quantitative approach, it was used the most recent model related to this theme: the Destination Advertising Response (DAR) Model, designed to transmit more accurate data on promotional campaign effectiveness through travel planning and money spent by visitors in six facets: tickets, accommodations, attractions, restaurants, events and shopping. Were collected 384 questionnaires (representative sample) and, through descriptive statistics, it was possible to trace the sociodemographic profile of the respondents, as well as the characteristics of the travel planning of three consumer groups: clients of traditional agencies, clients of online travel agencies, and Self-planners. Through the correlation analysis, the respondents' perceptions regarding the promotional materials of the state were identified. Using the independent sample test t and the multiple regression analyzes, it was possible to identify that, in general, the tourism promotion undertaken has been effective for five facets of travel, not being effective for facet "Tickets". In the group of consumers of traditional agencies, the promotion of attractions was not effective, whereas in the group of online travel agencies' consumers, non-effectiveness was verified in the "Accommodations" facet, and in the group of self-planners in the facets "Restaurants" and "Shopping". These results contributed to inferring recommendations in order to re-adjust the state's tourism promotional planning.


MEMBROS DA BANCA:
Externo à Instituição - ALEXANDRE AUGUSTO BIZ - UFPR
Presidente - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS - IFRN
Interno - 1160199 - SERGIO MARQUES JUNIOR
Notícia cadastrada em: 11/04/2017 08:45
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