Imagem de Marca de Destinos Turísticos: análise da imagem perceptual de duas cidades património mundial da humanidade da Unesco
Keywords:
Turismo, Imagem de Destinos Turísticos, Imagem de Marca, Imagem Perceptual.Abstract
Reconhecendo a importância que as marcas de destinos turísticos representam na diferenciação e na tentativa de formulação de propostas únicas, num mercado altamente competitivo como o dos destinos turísticos, a presente investigação teve como objectivo a análise da imagem perceptual de dois destinos turísticos concorrentes (Porto e Santiago de Compostela) cujos centros históricos integram a lista de património mundial da humanidade da UNESCO, propondo-se assim a avaliar as diferentes percepções que os turistas possuem destes destinos e, através dos resultados obtidos, discutir as suas implicações de gestão dos destinos turísticos em causa. No inquérito lançado nas duas cidades, foram incluídas 19 dimensões inerentes à imagem perceptual. Através do recurso à estatística descritiva, analisou-se as médias obtidas por cada dimensão e, numa segunda fase, através de testes de t de amostras independentes, averiguou-se a possibilidade de diferenças estatisticamente significativas entre os dois grupos de turistas.
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