Banca de DEFESA: MATHEUS VINICIUS DE MEDEIROS DANTAS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : MATHEUS VINICIUS DE MEDEIROS DANTAS
DATE: 28/05/2020
TIME: 10:00
LOCAL: https://conferenciaweb.rnp.br/events/banca-de-defesa-matheus-vinicius-de-medeiros-dantas-ppgtur
TITLE:

Brand Personality at the World Tourism Organization: A look from the Brand Personality Scale (BPS).

KEY WORDS:
PAGES: 115
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

In tourism, strategies for strengthening and positioning through brands are increasingly important. Brands as intangible assets that participate in the relationship between companies, institutions and consumers. The management of the brand with the purpose of communicating an identity and differentiating it, since the coordinated use of communication tools that transmit credibility to the community in general is necessary. Given the number of International Tourism Organizations and the consequent increase in the number of Institutions that are affiliated, the brand, through its identification system becomes an important element in the differentiation of these organizations. And it is in this context that the differentiation of an international organization, as relevant to tourism as the OMT presents the opportunity for analysis from the perspective of the personalities of the BPS - Brand Personality Scale (Aaker, 1997), the objective of this research. It is a descriptive-exploratory study with a pluralistic, quanti and qualitative approach. In the first phase, the application of 205 questionnaires was used for the collection, whose approach involved the recognition of the 41 personality traits proposed by the instrument, using the Likert Scale from 0 to 10. In addition, the alignment of this scale with the mission, vision was also investigated. and WTO values. The results showed that the five dimensions of BPS - Sincerity, Sophistication, Competence, Excitement and Robustness - were considered applicable to all participants in the sample. In sequence, presented in descending order from the values of their average, as described in the Tukey test. Namission, vision and value of the sample, the predominance of characteristics more strongly related to those of the Competence and Sincerity dimensions was found. Finally, the results presented were satisfactory and proved the existence of the OMT brand with personality, but that this perception still has room for improvement and strengthening

BANKING MEMBERS:
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Interna - 2568265 - LEILIANNE MICHELLE TRINDADE DA SILVA BARRETO
Interno - 1149626 - MAURO LEMUEL DE OLIVEIRA ALEXANDRE
Externa à Instituição - JULIANA VIEIRA DE ALMEIDA - IFRN