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Publication
O Impacto do Marketing Experiencial na Satisfação e Lealdade dos Clientes no Setor Enoturístico
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| 1.3 MB | Adobe PDF |
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Abstract(s)
Este estudo tem como objetivo analisar o impacto do marketing experiencial na satisfação e lealdade dos clientes no setor enoturístico. Considerando o crescente interesse dos consumidores por experiências autênticas e imersivas, pretende-se compreender de que forma as estratégias de marketing baseadas na experiência influenciam a perceção dos consumidores e a sua relação com a marca. A pesquisa adotou uma metodologia quantitativa, com a aplicação de um questionário a visitantes de propriedades vitivinícolas em Portugal nos últimos três anos, permitindo analisar a relação entre a experiência proporcionada, o nível de satisfação e a intenção de retorno e recomendação. O estudo baseia-se num modelo conceptual sustentado pela literatura sobre marketing experiencial, satisfação e lealdade, testando três hipóteses através da análise de correlação estatística. Os resultados obtidos confirmam que uma estratégia de marketing experiencial bem estruturada contribui significativamente para o aumento da satisfação e fortalecimento da lealdade dos clientes. Além disso, foram identificadas oportunidades de melhoria, tais como a necessidade de maior especialização das equipas, melhor acessibilidade, oferta de atividades mais dinâmicas e integração de tecnologia na experiência. Conclui-se que o marketing experiencial é uma ferramenta essencial para fortalecer a ligação emocional dos consumidores com a marca e diferenciar a oferta no setor enoturístico. O estudo oferece contributos relevantes para a otimização das práticas no setor, destacando a importância da inovação contínua para aprimorar a experiência do visitante e garantir um posicionamento competitivo sustentável.
This study aims to analyse the impact of experiential marketing on customer satisfaction and loyalty in the wine tourism sector. Considering the growing consumer interest in authentic and immersive experiences, the objective is to understand how experiencebased marketing strategies influence consumer perception and their relationship with the brand. The research adopted a quantitative methodology, applying a questionnaire to visitors of wine estates in Portugal over the past three years, allowing for an analysis of the relationship between the experience provided, the level of satisfaction, and the intention to return and recommend. The study is based on a conceptual model supported by the literature on experiential marketing, satisfaction, and loyalty, testing three hypotheses through statistical correlation analysis. The results confirm that a well-structured experiential marketing strategy significantly contributes to increased satisfaction and strengthened customer loyalty. Additionally, opportunities for improvement were identified, such as the need for greater team specialisation, better accessibility, the offer of more dynamic activities, and the integration of technology into the experience. It is concluded that experiential marketing is an essential tool for strengthening consumers' emotional connection with the brand and differentiating the offer in the wine tourism sector. The study provides relevant contributions to optimising practices in the sector, highlighting the importance of continuous innovation to enhance the visitor experience and ensure sustainable competitive positioning.
This study aims to analyse the impact of experiential marketing on customer satisfaction and loyalty in the wine tourism sector. Considering the growing consumer interest in authentic and immersive experiences, the objective is to understand how experiencebased marketing strategies influence consumer perception and their relationship with the brand. The research adopted a quantitative methodology, applying a questionnaire to visitors of wine estates in Portugal over the past three years, allowing for an analysis of the relationship between the experience provided, the level of satisfaction, and the intention to return and recommend. The study is based on a conceptual model supported by the literature on experiential marketing, satisfaction, and loyalty, testing three hypotheses through statistical correlation analysis. The results confirm that a well-structured experiential marketing strategy significantly contributes to increased satisfaction and strengthened customer loyalty. Additionally, opportunities for improvement were identified, such as the need for greater team specialisation, better accessibility, the offer of more dynamic activities, and the integration of technology into the experience. It is concluded that experiential marketing is an essential tool for strengthening consumers' emotional connection with the brand and differentiating the offer in the wine tourism sector. The study provides relevant contributions to optimising practices in the sector, highlighting the importance of continuous innovation to enhance the visitor experience and ensure sustainable competitive positioning.
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Keywords
Marketing Experiencial Satisfação do Cliente Lealdade Enoturismo Experiência do Consumidor