O Que Faz o Visitante do Inhotim Satisfeito?
DOI:
https://doi.org/10.34019/2238-2925.2017.v7.3164Keywords:
Museus, Tourismo, Comportamento do consumidor, Satisfação do clienteAbstract
O objetivo deste estudo é aprofundar no entendimento dos antecedentes de satisfação de visitantes em museus. Para isso, utilizou-se a teoria do comportamento do consumidor aprofundando em conceitos como a qualidade percebida e a experiência cultural em museus. A variável valor social foi acrescida à escala HISTOQUAL para mensurar aspectos sociais relativos à satisfação. Um questionário presencial foi aplicado com os visitantes do Instituto Inhotim, em Brumadinho (MG). Os autores demonstram que os construtos tangíveis, responsividade, comunicação e valor social explicam cerca de 38% da satisfação do público. Esta pesquisa contribui para estudos em antecedentes de satisfação de visitantes em museus e com a evolução da HISTOQUAL, escala focada em avaliar a qualidade de lugares históricos, ao aplicá-la em um contexto de brasileiro.
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References
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MCKERCHER, B.; DENIZCI-GUILLET, B.; NG, E. Rethinking loyalty. Annals of Tourism Research, v. 39, n. 2, p. 708–734, 2012.
MOWEN, J.C. Beyond consumer decision making. Journal of Consumer Marketing, v. 5, n.1., p.15-25, 1988.
NEWMAN, A.; McLEAN, F. Presumption, policy and practice: the use of museums and galleries as agents of social inclusion in Great Britain. International Journal of Cultural Policy, v.10, n.2, p.167-181, 2004.
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OLIVER, R. L. Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill, 1997.
PACKER, J. Beyond learning: exploring visitors’ perceptions of the value and benefits of museum experiences. Curator, v.51, n.1, p.33-54, 2008.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.E. A conceptual model of service quality and its implications for future research. Journal of Marketing, v.49, n.4, p.41-50, 1985.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.E. More on improving service quality measurement. Journal of Retailing, v.69, n.1, p.140-147, 1993.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.E. Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, v.67, n.4, p.420-450, 1991.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.E. SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, v.64, n.1, p.12-40, 1988.
PINTO, M. de R.; LARA, J.E. O que se publica sobre comportamento do consumidor no Brasil, afinal? Revista de Administração UFSM¸ v.1, n.1, p.85-100, 2008.
RODRIGUES, J.M.S. Gestão da satisfação e fidelidade de consumidores: um estudo dos fatores que afetam a satisfação e qualidade no mercado de turismo. 2003. 83f. Dissertação (Mestrado em Ciências em Engenharia de Produção) – Centro de Tecnologia, Universidade Federal do Rio Grande do Norte, Natal, 2003.
ROWLEY, J. Measuring total customer experience in museums. International Journal of Contemporary Hospitality Management, v.11, n.6, p. 303-308, 1999.
SALEH, F.; RYAN, C. Analysing service quality in the hospitality industry using the SERVQUAL model. The Service Industries Journal, v.11, n.3, p. 324-345, 1991.
SCOTT, C. Museums and impact. Curator, v.46, n.3, p.293- 310, 2003.
SETH, N.; DESHMUKH, S.G.; VRAT, P. Service quality models: a review. The International Journal of Quality & Reliability Management, v.22, n.9, p. 913-949, 2005.
STRAUGHAN, R.D.; ROBERTS, J.A. Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing, v.16, n.6, p.558-575, 2006.
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WISNIEWSKI, M. Using SERVQUAL to assess custome satisfaction with public sector services. Managing Service Quality: An International Journal, v.11, n.6, p.380-388, 2001.
BABAKUS, E., BOLLER, G.W. An empirical assessment of the SERVQUAL scale. Journal of Business Research, v.24, n.3, p.253-268, 1992.
BECKER-OLSEN, K.L.; CUDMORE, B.A.; HILL, R.P. The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, v.59, n.1, p.46-53, 2006.
BELK, R. W. Possessions and the Extended Self. Journal of Consumer Research, v. 15, n. 2, p. 139-168, Set. 1988.
BELK, R. W. Extended Self in a Digital World. Journal of Consumer Research, v. 40, n. 3, p. 477-500, 2014.
BERMAN, J.Z.; SMALL, D. Judgments of virtue in consumer behavior. Advances in Consumer Research, v.42, p.412, 2014.
BOORSMA M. A Strategic Logic for Arts Marketing. International Journal of Cultural Policy v. 12, n. 1,. p. 73–92, 2006
BROWN, T.J.; CHURCHILL Jr., G.A.; PETER, J.P. Improving the measurement of service quality. Journal of Retailing, v.69, n.1, p.127-139, 1993.
CHEN, C.F.; CHEN, F.S. Experienced quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, v.31, n.1, p. 29-35, 2010.
CHEN, N.; DWYER, L.; FIRTH, T. Effect of dimensions of place attachment on residents’ word-of-mouth behaviour. v. 16, nº 5, 826-843. Tourism Geographies, 2014.
COHEN, S.; PRAVAG, G.; MOITAL, M. (2013): Consumer behaviour in tourism: Concepts, influences and opportunities.
DE MOOIJ, M.; HOFSTEDE, G. Convergence and divergence in consumer behavior: implications for international retailing. Journal of Retailing, v.78, n.1, p.61-69, 2002.
DE ROJAS, C.; CAMARERO, C. Visitors’ experience, mood and satisfaction in a heritage context: evidence from an interpretation center. Tourism Management, v.29, n.3, p.525-537, 2008.
FOREMAN-WERNET, L.; DERVIN, B. Cultural experience in context: sense-making the arts. The Journal of Arts Management, Law, and Society, v. 41, n.1, p.1-37, 2011.
FROCHOT, I.; HUGHES, H. HISTOQUAL: the development of a historic houses assessment scale. Tourism Management, v. 21, n.2, p. 157-167, 2000.
HAIR ET AL. Fundamentos de Métodos de Pesquisa em Administração. Porto Alegre: Bookman, 2005
HAIR, J.; HULT, G. T. M.; RINGLE, C. M.; SARSTEDT, M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: Sage Publications, 2014.
HENSELER, J.; RINGLE, C. M. & SINKOVICS, R. R. The use of partial least squares path modeling in international marketing. Advances in International Marketing (AIM), v. 20, p. 277-320, 2009.
HU, L. T. & BENTLER, P. M. Fit indices in covariance structure modeling: sensitivity to underparameterized model misspecification. Psychological Methods, v. 3, n. 4, p. 424-453, 1998.
JAFARI, A.; TAHERI, B.; VOM LEHN, D. Cultural consumption, interactive sociality, and the museum. Journal of Marketing Management, v. 29, n.15-16, p. 1729-1752, 2013.
KISIDA, B.; GREENE, J.P.; BOWEN, D.H. Creating cultural consumers: the dynamics of cultural capital acquisition. Sociology of Education, v.87, n.4, p.281- 295, 2014.
KOVACH, D.S. Developing the museum experience: retailing in American museums 1945-91. Museum History Journal, v.7, n.1, p.103-121, 2014.
LAMBERT, T. S.; BOUKAS, N.; YERALI, M. C. Museums and cultural sustainability: stakeholders, forces, and cultural policies, International Journal of Cultural Policy, v. 20 n. 5, p. 566-587, 2014.
LEE, H.; LEE, Y.; YOO, D. The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, v. 14, n.3, p.217-231, 2000.
LEE, Y.L.; HING, N. Measuring quality in restaurant operations: an application of the SERVQUAL instrument. International Journal of Hospitality Management, v.14, n.3-4, p.293-310, 1995.
LEE, Y. K.; LEE, C. K.; LEE, S. K.; BABIN, B. J. Festivalscapes and patrons’ emotions, satisfaction and loyalty. Journal of Business Research, v. 61, n.1, p. 56–64, 2008.
LOPES, E.L.; SILVA, D. Modelos integrativos do comportamento do consumidor: uma revisão teórica. Revista Brasileira de Marketing, v.10, n.3, p.3-23, 2011.
MALHOTRA, Naresh K. Pesquisa de marketing: uma orientação aplicada. 6. ed. Porto Alegre: Bookman, 2010. 735 p.
MARCHETTI, R.; PRADO, P.H.M. Um tour pelas medidas de satisfação do consumidor. Revista de Administração de Empresas, v.41, n.4, p.56-67, 2001.
MCKERCHER, B.; DENIZCI-GUILLET, B.; NG, E. Rethinking loyalty. Annals of Tourism Research, v. 39, n. 2, p. 708–734, 2012.
MOWEN, J.C. Beyond consumer decision making. Journal of Consumer Marketing, v. 5, n.1., p.15-25, 1988.
NEWMAN, A.; McLEAN, F. Presumption, policy and practice: the use of museums and galleries as agents of social inclusion in Great Britain. International Journal of Cultural Policy, v.10, n.2, p.167-181, 2004.
NEWMAN, K. Interrogating SERVQUAL: a critical assessment of service quality measurement in a high street retail bank. International Journal of Bank Marketing, v.19, n.3, p.126-139, 2001.
OLIVER, R. L. Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill, 1997.
PACKER, J. Beyond learning: exploring visitors’ perceptions of the value and benefits of museum experiences. Curator, v.51, n.1, p.33-54, 2008.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.E. A conceptual model of service quality and its implications for future research. Journal of Marketing, v.49, n.4, p.41-50, 1985.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.E. More on improving service quality measurement. Journal of Retailing, v.69, n.1, p.140-147, 1993.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.E. Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, v.67, n.4, p.420-450, 1991.
PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.E. SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, v.64, n.1, p.12-40, 1988.
PINTO, M. de R.; LARA, J.E. O que se publica sobre comportamento do consumidor no Brasil, afinal? Revista de Administração UFSM¸ v.1, n.1, p.85-100, 2008.
RODRIGUES, J.M.S. Gestão da satisfação e fidelidade de consumidores: um estudo dos fatores que afetam a satisfação e qualidade no mercado de turismo. 2003. 83f. Dissertação (Mestrado em Ciências em Engenharia de Produção) – Centro de Tecnologia, Universidade Federal do Rio Grande do Norte, Natal, 2003.
ROWLEY, J. Measuring total customer experience in museums. International Journal of Contemporary Hospitality Management, v.11, n.6, p. 303-308, 1999.
SALEH, F.; RYAN, C. Analysing service quality in the hospitality industry using the SERVQUAL model. The Service Industries Journal, v.11, n.3, p. 324-345, 1991.
SCOTT, C. Museums and impact. Curator, v.46, n.3, p.293- 310, 2003.
SETH, N.; DESHMUKH, S.G.; VRAT, P. Service quality models: a review. The International Journal of Quality & Reliability Management, v.22, n.9, p. 913-949, 2005.
STRAUGHAN, R.D.; ROBERTS, J.A. Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing, v.16, n.6, p.558-575, 2006.
HORNER, S.; SWARBROOKE, S. Consumer behaviour in tourism. 3 edição, Nova Iorque, NY, 2016.
TAN, K.C.; KEK, S. W. Service quality in higher education using an enhanced SERVQUAL approach. Quality in Higher Education, v.10, n.1, p. 17-24, 2004.
TRANT, J.; WYMAN, B. Investigating social tagging and folksonomy in art museums with steve.museum. Disponível em: <http://www.archimuse.com/research/www2006-tagging-steve.pdf> Acesso em: 21 out. 2016.
VAN IWAARDEN, J.; VAN DER WIELE, T.; BALL, L.; MILLEN, R. Applying SERVQUAL to web sites: an exploratory study. International Journal of Quality and Reliability Management, v.20, n.8, p.919-935, 2003.
WISNIEWSKI, M. Using SERVQUAL to assess custome satisfaction with public sector services. Managing Service Quality: An International Journal, v.11, n.6, p.380-388, 2001.
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Published
2017-10-31
How to Cite
Gosling, M. de S., de Queiroz, D. C., Meints, L. de R., & Christino, J. M. M. (2017). O Que Faz o Visitante do Inhotim Satisfeito?. Anais Brasileiros De Estudos Turísticos, 7(2), 82–99. https://doi.org/10.34019/2238-2925.2017.v7.3164
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ESTUDOS DE CASO / CASE STUDY / ANÁLISIS DE CASO
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