Personalidad de la Marca de Destino y Relación con los Criterios de Selección Turística Brasileña
DOI:
https://doi.org/10.11606/issn.1984-4867.v31i1p96-114Palabras clave:
Comercialización de turismo, Personalidad de marca, Consumidor de turismoResumen
Este estudio tuvo como objetivo identificar los criterios para elegir a los turistas brasileños al decidir un destino para pasar sus vacaciones. Se utilizó un modelo capaz de medir la personalidad de la marca de destinos turísticos. Se adoptó una metodología cuantitativa, con carácter descriptivo y sección transversal. Los datos fueron recolectados usando el formulario electrónico TypeForm. Se obtuvieron un total de 268 respuestas de turistas brasileños. Con respecto al criterio de elegir un destino turístico, los datos confirman la hipótesis principal de que, en promedio, los turistas brasileños se consideran muy juiciosos al elegir un destino turístico. Es evidente que los brasileños planean sus viajes con anticipación, y que cuando buscan información sobre los destinos se tienen en cuenta las experiencias de amigos y conocidos, y se realizan investigaciones en Internet. Estas fuentes de información son relevantes para la decisión del turista brasileño. Se sugiere que los turistas brasileños busquen destinos hospitalarios y tengan actividades diseñadas tanto para adultos como para niños. Sin embargo, el destino turístico debe ser audaz y emocionante, proporcionando buenos recuerdos para aquellos involucrados en el viaje.
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Derechos de autor 2020 Leonilde da Conceição Silva, Lindemberg Costa Junior
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