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Authors
Advisor(s)
Abstract(s)
A literatura indica que o turismo tem aumentado substancialmente em Portugal.
Deve-se entĂŁo ter conhecimento do modo como os Portugueses planeiam as suas
viagens, sendo a utilização dos serviços das agĂȘncias de viagens um dos mĂ©todos pelos
quais a população portuguesa pode optar. No entanto, são poucos os estudos que
analisam os fatores que influenciam o comportamento dos Portugueses perante as
agĂȘncias de viagens, tradicionais ou online.
O objetivo geral deste estudo Ă©, assim, caracterizar o comportamento dos
Portugueses perante as agĂȘncias de viagens, tendo-se optado por uma metodologia
quantitativa para a recolha de dados. Desta forma, foram aplicados e divulgados
questionĂĄrios online a uma variedade de indivĂduos de diferentes idades e gĂ©neros, a
partir da rede social Facebook e por via de correio eletrĂŽnico. Posteriormente,
recolheram-se dados e procedeu-se com o seu tratamento, tendo-se utilizado a versĂŁo
25 do programa estatĂstico Statistical Product and Service Solutions da international
Business Machines Corporation (IBM SPSS). Foi entĂŁo possĂvel concluir que o gĂ©nero do
participante, o seu salårio e a oferta de promoçÔes influenciam a tomada de decisão de
compra em determinado tipo de agĂȘncias de viagens por parte dos Portugueses. No
entanto, verificou-se que o preço não é o fator considerado como o mais relevante no
processo de decisĂŁo de compra em agĂȘncias de viagens, sendo que os participantes
indicaram que voltariam a utilizar uma agĂȘncia de viagens apenas pela qualidade do
serviço, não mencionando o fator preço.
Apesar de o presente estudo ser relevante para o combate a existente escassez
da literatura, devem ser realizados mais estudos no Ăąmbito do tema em questĂŁo. Sugere-
se assim que se investigue o comportamento dos consumidores das agĂȘncias de viagens,
dado que tal nĂŁo foi possĂvel de se realizar no presente estudo.
Literature points out that tourism has increased substantially in Portugal. One should then be aware of how the Portuguese plan their travels, considering the possibility of them relying on travel agency services. However, few studies analyse the factors that influence Portugueseâs behaviour towards traditional travel agencies or online travel agencies. The main objective of this study is to characterize the behaviour of the Portuguese towards travel agencies, hence the reason for selecting a quantitative methodology for data collection. To that end, online questionnaires were applied to a variety of individuals of different ages and genders, via Facebook and electronic mail. Subsequently, the data were collected and processed using the 25th version of the International Business Machines Corporationâs Statistical Product and Service Solutions (IBM SPSS). It was then possible to conclude that the gender of the participant, their income and the existence of promotions influence the Portugueseâs decision on whether to purchase in a specific type of travel agency. However, it was found that the price of travel agencies is not the most relevant aspect in the decision to purchase in travel agencies, considering that the participants of this study indicated that they would use a travel agency again just for the quality of the service, not mentioning its price. Although this study is relevant in combating the existing scarcity of literature, further studies must be carried out regarding the context of this study. Nevertheless, the behaviour of travel agenciesâ consumers must also be investigated, as it was not a possibility in this study.
Literature points out that tourism has increased substantially in Portugal. One should then be aware of how the Portuguese plan their travels, considering the possibility of them relying on travel agency services. However, few studies analyse the factors that influence Portugueseâs behaviour towards traditional travel agencies or online travel agencies. The main objective of this study is to characterize the behaviour of the Portuguese towards travel agencies, hence the reason for selecting a quantitative methodology for data collection. To that end, online questionnaires were applied to a variety of individuals of different ages and genders, via Facebook and electronic mail. Subsequently, the data were collected and processed using the 25th version of the International Business Machines Corporationâs Statistical Product and Service Solutions (IBM SPSS). It was then possible to conclude that the gender of the participant, their income and the existence of promotions influence the Portugueseâs decision on whether to purchase in a specific type of travel agency. However, it was found that the price of travel agencies is not the most relevant aspect in the decision to purchase in travel agencies, considering that the participants of this study indicated that they would use a travel agency again just for the quality of the service, not mentioning its price. Although this study is relevant in combating the existing scarcity of literature, further studies must be carried out regarding the context of this study. Nevertheless, the behaviour of travel agenciesâ consumers must also be investigated, as it was not a possibility in this study.
Description
Dissertação de mestrado
Keywords
AgĂȘncias de viagens AgĂȘncias de viagens tradicionais AgĂȘncias de viagens online Comportamento Travel agencies Traditional travel agencies Online travel agencies Behaviour