Banca de QUALIFICAÇÃO: JACKSON DE SOUZA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
DISCENTE : JACKSON DE SOUZA
DATA : 06/06/2016
HORA: 15:30
LOCAL: NEPSA
TÍTULO:

ASSESSING THE EFFECTIVENESS OF TOURIST DESTINATIONS OF PROMOTION: AN APPROACH IN SERGIPE STATE

PALAVRAS-CHAVES:

tourism promotion; promotional effectiveness; Destination Marketing Organization; Sergipe.

PÁGINAS: 61
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Turismo
RESUMO:

Tourism, among its various facets, corresponds to one of the fastest growing economic sectors worldwide and among the many factors related to the countries for their development, marketing appears as a challenging factor to create brands for destinations. The a destination marketing execution is usually developed by companies linked to tourism departments and tourism industry, known in the literature as Destination Marketing Organizations (DMO). In this context, DMOs have recently debated about the return of marketing efforts, especially because due to economic aspects of a tourist destination or a country as a whole, in promoting tourism investments can be reduced, and studies addressing the effectiveness promotional campaigns destinations have emerged as a solution to the upgrading of the promotional planning of these companies. Thus, this study will focus on measuring the effectiveness of tourist promotion of the state of Sergipe, especially because the state is a consolidated destination in the national tourism, but in recent years has suffered a decrease in investments in promotion due to political factors and economic. Therefore, in this study, characterized as descriptive and exploratory with a quantitative approach, will use the latest model related to this issue: the Destination Advertising Response (D.A.R.) Model. How to give. Model is possible to measure the influence (or not) of promotional tourism campaigns in planning the trip and spending by tourists regarding the arrival at destination, the lodging, attractions visits, meals, events and shopping. Descriptive statistics will be carried out to obtain the profiles of visitors and features regarding the planning of the trip, mean comparison test for independent samples (t test) and multiple regression analysis to verify the influence of promotional campaigns in expenses incurred at destination and correlation analysis to verify the perception of tourists on promotional materials released by the state. It is expected that the results of this research, in addition to promoting the promotional planning Sergipe DMOs, parameter can be used for conducting research in other DMOs country, given their similarities, and the need for development of this type of study, to date it has shown incipient.

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