Banca de QUALIFICAÇÃO: JACKSON DE SOUZA

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : JACKSON DE SOUZA
DATE: 30/11/2021
TIME: 14:00
LOCAL: meet.google.com/uja-tnbv-yni
TITLE:

MODELING FACTORS INFLUENCING THE INTENT TO TRAVEL TO TOURIST DESTINATIONS THROUGH DIGITAL CONTENT MARKETING



KEY WORDS:

Digital content marketing; Advertising Value Theory; Relevance Theory; Brand loyalty; Tourist destinations.


PAGES: 61
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Amid the constant changes in marketing to develop strategies that reach such a diverse consumer audience, digital content marketing (DCM) emerges, in the market and in academic literature, as an innovative technique for the dissemination of goods and services, especially because traditional advertising no longer fulfills its role as it used to, and the consumer often has insight into the “intrusive role” it plays. This thesis proposal aims to contribute to filling some theoretical gaps regarding the role of the DCM as a promotional tool in the travel planning process of tourist consumers. This study will be carried out in the light of three main theories: Advertising Value Theory, Relevance Theory and Brand Loyalty. Thus, as a general objective, there is: Investigate the relationship between the perceived value, relevance and brand loyalty, acquired through digital content marketing, with the intention of traveling to tourist destinations. And to achieve it, specifics will be assigned, such as a) Identify the antecedent factors of the perceived value of digital content marketing in tourist destinations; b) Check the adequacy of the observable variables for the purpose of composing the dimensions proposed as influencing the intention to travel; and c) Develop a structural model that explains the interrelationships between the antecedents of the intention to travel to tourist destinations, through digital content marketing. From bibliographical research, nine hypotheses were formulated and a structured questionnaire with nine dimensions and thirty-five variables was proposed. This study is exploratory-descriptive and a quantitative approach. It will be experimental research, which will consist of three groups of participants, according to their destination preferences. Data will be analyzed using (1) descriptive statistics, (2) exploratory factor analysis, and (3) structural equation modeling. The results of an initial study are presented, carried out with some dimensions of the model and, in the end, the perspectives for the final collection of data are described, as well as the elaborated questionnaire. It is hoped that the results of this research can contribute to the theories present in this thesis proposal, as well as help managers to use the MCD as a continuous tool for the dissemination of tourist destinations and products.



BANKING MEMBERS:
Presidente - 1160199 - SERGIO MARQUES JUNIOR
Interno - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCELO CHIARELLI MILITO - SENAC
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS - IFRN
Notícia cadastrada em: 11/11/2021 15:41
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