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A influência do flamenco na oferta turística de Sevilha: estudo etnográfico sobre a satisfação e lealdade turística
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 36.88 MB | Adobe PDF |
Advisor(s)
Abstract(s)
As diferentes formas de comunicação online oferecem uma janela de oportunidades de investigação para a ciência comportamental que podem ser usadas para a construção ou teste de teorias. Entre essas formas de comunicação, as plataformas digitais assumem, hoje em dia, um papel crucial na tomada de decisão dos consumidores que fazem uso das avaliações, opiniões e classificações para eleger um produto turístico. No sentido de perceber como é que o flamenco é encarado pelos consumidores de espetáculos nos tablaos da cidade de Sevilha foram analisadas 2045 avaliações de 20 tablaos, extraídas da plataforma TripAdvisor. Tendo por base o Modelo de Experiência Memorável de Taheri et al. (2020) e o Modelo de Associação de términos léxicon de Vaipaj et al. (2025), realizou-se uma modelização de minimos quadrados parciais, uma modelação de tópicos e uma análise de associação que serviu como complemento aos restantes instrumentos metodológicos. Os resultados sugerem que a autenticidade e a sinceridade são as variáveis que melhor potenciam o alcance de uma experiência turistica memorável, sendo os conceitos de intimidade e excelência os mais valorizados pelos consumidores. As dimensões comportamental e sensorial são as que mais se destacam numa relação direta com as componentes artísticas. Sendo o flamenco um produto altamente recomendado, as opiniões de quem o consome devem ser consideradas pelas empresas que o comercializam, contribuindo este estudo com possíveis aplicações metodológicas. Perante a crescente disponibilidade de bases de dados, futuras investigações poderão fazer uso da livre expressão dos consumidores para determinar a sua satisfação, qualidade percebida do produto e intenção de recomendação.
The different forms of online communication offer a window of research opportunities for behavioural science that can be used to build or test theories. Among these forms of communication, digital platforms currently play a crucial role in the decision-making process of consumers who use reviews, opinions and ratings to choose a tourism product. In order to understand how flamenco is perceived by consumers of shows in Seville's tablaos, 2045 reviews of 20 tablaos were analysed from the TripAdvisor platform. Based on the Memorable Experience Model by Taheri et al. (2020) and the Lexical Term Association Model by Vaipaj et al. (2025), partial least squares modelling and topic modelling were performed. The association analysis served as complement to the other methodological tools. The results suggest that authenticity and sincerity are the variables that best enhance the achievement of a memorable tourist experience, with the concepts of intimacy and excellence being the most valued by consumers. The behavioural and sensory dimensions are the ones that stand out most in a direct relationship with the artistic components. Since flamenco is a highly recommended product, the opinions of those who consume it should be taken into account by the companies that market it, contributing this study with possible methodological applications. Given the increasing availability of databases, future research could make use of consumers' free expression to determine their satisfaction, perceived product quality and recommendation intention.
The different forms of online communication offer a window of research opportunities for behavioural science that can be used to build or test theories. Among these forms of communication, digital platforms currently play a crucial role in the decision-making process of consumers who use reviews, opinions and ratings to choose a tourism product. In order to understand how flamenco is perceived by consumers of shows in Seville's tablaos, 2045 reviews of 20 tablaos were analysed from the TripAdvisor platform. Based on the Memorable Experience Model by Taheri et al. (2020) and the Lexical Term Association Model by Vaipaj et al. (2025), partial least squares modelling and topic modelling were performed. The association analysis served as complement to the other methodological tools. The results suggest that authenticity and sincerity are the variables that best enhance the achievement of a memorable tourist experience, with the concepts of intimacy and excellence being the most valued by consumers. The behavioural and sensory dimensions are the ones that stand out most in a direct relationship with the artistic components. Since flamenco is a highly recommended product, the opinions of those who consume it should be taken into account by the companies that market it, contributing this study with possible methodological applications. Given the increasing availability of databases, future research could make use of consumers' free expression to determine their satisfaction, perceived product quality and recommendation intention.
Description
Relatório de estágio
Keywords
Flamenco Património Sevilha Experiência Memorabilidade Seville Heritage Experience Memorability