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A influência do word-of-mouth, eword-of-mouth, reviews e influenciadores digitais e outros fatores na escolha de um destino turístico: Geração Z
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Advisor(s)
Abstract(s)
A indústria do turismo desempenha um papel importante no desenvolvimento económico e social de muitos países, uma vez que contribui significativamente para o crescimento das receitas, a criação de empregos e a melhoria das infraestruturas. Com a Geração Z a emergir como um segmento de mercado relevante, torna-se crucial compreender os fatores que influenciam as suas escolhas de destinos turísticos.
Este estudo analisa a influência de quarto formas de comunicação Word-of-mouth, Electronic Word-of-mouth, Reviews e Influenciadores Digitais —bem como outros fatores, como a segurança, a reputação/imagem, a simpatia das comunidades locais, a variedade de serviços e eventos, a qualidade dos serviços, o preço, as promoções e cancelamento de reservas, as atratividades e experiências passadas no destino na escolha de um destino turístico na Geração Z.
A presente investigação é de natureza quantitativa, tendo sido utilizada uma técnica de recolha de dados através de questionários online, onde se obteve uma amostra de 170 indivíduos. Os resultados revelam que a Geração Z é influenciada pelos vários fatores influenciadores considerados nesta dissertação para a escolha de um destino turístico. Também se verificou similaridade de respostas para os diferentes níveis de rendimentos mensal líquido, concluindo-se que os fatores estudados são influenciadores da Geração Z, independentemente do seu nível de rendimento.
Os resultados oferecem contributos para a academia relacionados com o conhecimento do consumidor do turismo, e para a indústria do turismo, ajudando os profissionais do setor a ajustarem as suas estratégias de forma a melhor atenderem às preferências e expectativas deste grupo emergente de consumidores, tendo em conta os fatores influenciadores da sua decisão.
ABSTRACT: The tourism industry plays an important role in the economic and social development of many countries, since it significantly contributes to revenue growth, job creation, and infrastructure improvement. With Generation Z emerging as a relevant market segment, it becomes crucial to understand the factors influencing their choice of tourist destinations. This study analyzes the influence of four forms of communication—Word-of-mouth, Electronic Word-of-mouth, Reviews, and Digital Influencers as well as other factors, such as safety and security, reputation/image, the friendliness of local communities, the variety of services and events, service quality, price, promotions and reservation cancellations, attractions, and past experiences in the destination on Generation Z’s choice of tourist destinations. The present research is quantitative in nature, using data collection techniques through online questionnaires, resulting in a sample of 170 individuals. The results reveal that Generation Z is influenced by the various factors considered in this dissertation when choosing a tourist destination. It was also found that responses were similar across different levels of net monthly income, concluding that the studied factors influence Generation Z regardless of their income level. The results contribute to the academic understanding of tourism consumers and to the tourism industry, helping professionals in the field adjust their strategies to better meet the preferences and expectations of this emerging group of consumers, considering the influencing factors in their decision-making process.
ABSTRACT: The tourism industry plays an important role in the economic and social development of many countries, since it significantly contributes to revenue growth, job creation, and infrastructure improvement. With Generation Z emerging as a relevant market segment, it becomes crucial to understand the factors influencing their choice of tourist destinations. This study analyzes the influence of four forms of communication—Word-of-mouth, Electronic Word-of-mouth, Reviews, and Digital Influencers as well as other factors, such as safety and security, reputation/image, the friendliness of local communities, the variety of services and events, service quality, price, promotions and reservation cancellations, attractions, and past experiences in the destination on Generation Z’s choice of tourist destinations. The present research is quantitative in nature, using data collection techniques through online questionnaires, resulting in a sample of 170 individuals. The results reveal that Generation Z is influenced by the various factors considered in this dissertation when choosing a tourist destination. It was also found that responses were similar across different levels of net monthly income, concluding that the studied factors influence Generation Z regardless of their income level. The results contribute to the academic understanding of tourism consumers and to the tourism industry, helping professionals in the field adjust their strategies to better meet the preferences and expectations of this emerging group of consumers, considering the influencing factors in their decision-making process.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Turismo Geração Z Comunicação Escolha do destino turístico Fatores influenciadores de compra Tourism Generation Z Communication Decision-making Influencing Factors Choice of tourist destination Influencing purchasing factors
Citation
Oliveira, C.S.R. (2024). A influência do word-of-mouth, eword-of-mouth, reviews e influenciadores digitais e outros fatores na escolha de um destino turístico: Geração Z [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21561
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social