Personalidade da Marca de Destinos e sua Relação com o Critério de Escolha dos Turistas Brasileiros

Leonilde da Conceição Silva; Lindemberg Costa Junior

doi:10.11606/issn.1984-4867.v31i1p96-114

Authors

Leonilde da Conceição Silva Instituto Federal de Educação, Ciência e Tecnologia do Maranhão
Lindemberg Costa Junior Instituto Federal de Educação, Ciência e Tecnologia do Maranhão

DOI:

https://doi.org/10.11606/issn.1984-4867.v31i1p96-114

Keywords:

Tourism Marketing, Brand personality, Tourism consumer

Abstract

This study aimed to identify the criteria for choosing Brazilian tourists when deciding on a destination to spend their holidays. A model capable of measuring the personality of the brand of tourist destinations was used. It was adopted a quantitative methodology, with descriptive character and cross section. Data were collected using the TypeForm electronic form. A total of 268 responses from Brazilian tourists were obtained. Regarding the criterion of choosing a tourist destination, the data confirm the main hypothesis that on average Brazilian tourists consider themselves very judicious when choosing a tourist destination. It is evident that Brazilians plan their travels in advance, and that when seeking information about destinations takes into account the experiences of friends and acquaintances, as well as conducts research on the Internet. These sources of information are relevant to the decision of the Brazilian tourist. It is suggested that Brazilian tourists look for hospitable destinations, and have activities designed for both adults and children. Nevertheless, the tourist destination must be bold and exciting, providing good memories for those involved in the trip.

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Author Biographies

Leonilde da Conceição Silva, Instituto Federal de Educação, Ciência e Tecnologia do Maranhão

Mestrado em Contabilidade e Administração pela Fundação Instituto Capixaba de Pesquisas em Contabilidade, Economia e Finanças, São Luís, MA, Brasil.
Lindemberg Costa Junior, Instituto Federal de Educação, Ciência e Tecnologia do Maranhão

Mestrado em Administração pela Fundação Instituto Capixaba de Pesquisas em Contabilidade, Economia e Finanças, Vitória, ES, Brasil.

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