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O Impacto das estratégias de marketing digital nas decisões e experiência dos jogadores de Escape Rooms em Portugal
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O conceito de escape room é uma experiência imersiva que ainda está em crescimento em Portugal, este é um setor onde a literatura académica sobre o marketing digital aplicado ao setor é praticamente inexistente.
O presente estudo teve como objetivo compreender o impacto das estratégias de marketing digital na intenção de reserva, e consequentemente nas decisões e experiência dos jogadores de escape rooms em Portugal. Foram analisadas três estratégias, nomeadamente marketing nas redes sociais, website e email marketing, analisando ainda o papel moderador do perfil do jogador.
O estudo seguiu uma metodologia quantitativa, com recolha de dados através de um questionário junto de 161 participantes. Os dados obtidos foram analisados através do software estatístico SPSS, onde foi testada a fiabilidade dos dados e realizadas regressões lineares (simples, múltipla e hierárquica) e testes de moderação através da macro PROCESS de Hayes (2022).
Os principais resultados indicam que as redes sociais não revelaram impacto estatisticamente significativo na intenção de reserva. O website mostrou um impacto significativo, sendo a segurança/confiança e a qualidade da informação os preditores mais robustos. O email marketing revelou o maior poder preditivo individual quando o conteúdo do mesmo é relevante. O resultado mais significativo confirma que, nesta amostra a intenção de reserva influencia positivamente a decisão efetiva. Por último, o perfil do jogador de escape rooms não moderou de forma significativa as relações estudadas entre as variáveis.
Esta pesquisa contribui teoricamente para preencher uma lacuna na literatura sobre o marketing digital aplicado ao setor de escape rooms em Portugal. Do ponto de vista prático, fornece insights valiosos para os gestores do setor sobre quais os canais que merecem um maior investimento para aumentar a intenção de reserva.
The escape room concept is an immersive experience that is still growing in Portugal. As such, this is a sector where academic literature applied to the industry is practically non-existent: The present study had the goal of understanding the impact that digital marketing strategies have on booking intent and, consequently, on the decisions and experience of escape room players in Portugal. Three strategies were analyzed, namely, social media, website and email marketing, while also examining the moderating role of the player profile. The study followed a quantitative methodology, with data collected through a questionnaire administered to 161 participants. The obtained data was then analyzed using the statistical software SPSS, where data reliability was tested, and analyses were conducted through linear regressions (simple, multiple and hierarchical) and moderation tests using Hayes' PROCESS macro (2022). The main results indicate that social media did not show a statistically significant impact on booking intention. Website marketing demonstrated a significant impact, with security/trust and quality of information being the strongest predictors. Email marketing showed the greatest individual predictive power when its content was relevant. The most significant finding confirms that, in this sample, booking intention positively influences the actual booking decision. Finally, the profile of individual escape room players did not significantly moderate the relationships studied between the variables at play. This research contributes theoretically by helping to fill a gap in the literature on digital marketing applied to the escape room sector in Portugal. From a practical perspective, it provides valuable insights for decision makers that work in the sector, regarding which channels deserve a greater investment, in order to increase booking intention.
The escape room concept is an immersive experience that is still growing in Portugal. As such, this is a sector where academic literature applied to the industry is practically non-existent: The present study had the goal of understanding the impact that digital marketing strategies have on booking intent and, consequently, on the decisions and experience of escape room players in Portugal. Three strategies were analyzed, namely, social media, website and email marketing, while also examining the moderating role of the player profile. The study followed a quantitative methodology, with data collected through a questionnaire administered to 161 participants. The obtained data was then analyzed using the statistical software SPSS, where data reliability was tested, and analyses were conducted through linear regressions (simple, multiple and hierarchical) and moderation tests using Hayes' PROCESS macro (2022). The main results indicate that social media did not show a statistically significant impact on booking intention. Website marketing demonstrated a significant impact, with security/trust and quality of information being the strongest predictors. Email marketing showed the greatest individual predictive power when its content was relevant. The most significant finding confirms that, in this sample, booking intention positively influences the actual booking decision. Finally, the profile of individual escape room players did not significantly moderate the relationships studied between the variables at play. This research contributes theoretically by helping to fill a gap in the literature on digital marketing applied to the escape room sector in Portugal. From a practical perspective, it provides valuable insights for decision makers that work in the sector, regarding which channels deserve a greater investment, in order to increase booking intention.
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Marketing digital Comportamento do consumidor Escape rooms Intenção de reserva Digital marketing Consumer behavior Booking intention