Revista Reuna
A INFLUÊNCIA DAS DIMENSÕES DA IDENTIDADE DA MARCA NA INTENÇÃO DE RECOMENDAR O DESTINO TURÍSTICO
Resumo
A identidade da marca destino é um elemento importante para sucesso e diferenciação de mercado. A identidade é capaz de auxiliar nos processos de gestão da marca e consequentemente seu sucesso. Este artigo tem como objetivo identificar quais dimensões da composição da identidade da marca influenciam a percepção dos turistas na intenção de recomendar o destino Balneário Camboriú-SC/BR. A metodologia utilizada para tanto seguiu uma abordagem quantitativa. Realizamos uma modelagem de equações estruturais usando o software Smart PLS, a fim de verificar a relação entre a variável da intenção de recomendar e as cinco dimensões teóricas de avaliação; imagem, qualidade, personalidade, consciência e cultura. O modelo proposto foi avaliado com uma amostra de 145 respondentes. Os resultados revelam que as dimensões relacionadas à imagem e personalidade contribuem para uma maior intenção de recomendar a cidade. Esse estudo avança na literatura ao relacionar a identidade da marca com a intenção de recomendar, principalmente no que se refere a personalidade da marca. Além disso, os resultados fornecem implicações práticas para gestores do destino no que se refere à promoção.
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