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O capital da marca para o destino Comporta: a perceção da marca Comporta enquanto destino turístico pelos compradores de imóveis e turistas
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Advisor(s)
Abstract(s)
O presente estudo tem como objetivo estudar as dimensões do capital da marca do ponto
de vista do consumidor e perceber como é que a marca destino Comporta é percecionada
por compradores de imóveis e turistas.
Numa época em que os mercados estão cada vez mais competitivos e em que o turismo se
tem vindo a revelar um importante motor para as economias, os destinos turísticos têm
cada vez mais necessidade de se diferenciar e, consequentemente, de acrescentar valor às
respetivas marcas de destino.
A metodologia deste estudo incluiu revisão da literatura sobre a temática dos destinos
turísticos, das marcas de destino, do capital da marca e suas dimensões, observação
participante e aplicação de um questionário a uma amostra de 364 indivíduos. Os dados
recolhidos foram tratados através da análise descritiva e da análise fatorial exploratória.
Os resultados da aplicação do inquérito indicam que as dimensões da marca Comporta –
notoriedade, imagem, associações, qualidade e fidelidade são percecionadas positivamente
pelos compradores de imóveis e turistas. Os resultados confirmaram, também, a existência
de relação entre todas as dimensões propostas e a importância de todas para a avaliação do
destino. Foi concluído, ainda, que a marca destino Comporta é percecionada positivamente
e de forma semelhante quer por proprietários de imóveis quer por visitantes.
O estudo tem implicações para as instituições interessadas – empresa Herdade da
Comporta, juntas de Freguesia da Comporta e do Carvalhal, municípios de Alcácer do Sal
e de Grândola e para comerciantes e empresários da Região, ao aferir da perceção de
turistas e compradores em relação à marca destino Comporta e, ao mesmo tempo, salientar
aspetos que devam ser melhorados.
This research aims to investigate the dimensions of customer-based brand equity and to understand how the destination brand Comporta is perceived by real estate buyers and tourists. In a time when markets are increasingly competitive and that tourism has been proving as a driving force for economies, tourism destinations have an increasing need to differentiate themselves from competitors and therefore to add value to the respective destination brands. The methodology used in this research included revision of literature on the tourism destinations theme, destination brands, brand equity and its dimensions, participant observation and a survey was applied to a sample of 364 persons. Descriptive analysis and exploratory factor analysis were used to analyse the obtained data. Results from the survey indicate that brand equity dimensions – awareness, image, associations, quality and loyalty are positively perceived by tourists and real estate buyers of the brand Comporta. Results also confirm that there is a relationship among all the proposed dimensions and all of them are important to the evaluation of the destination. It was also concluded that the destination brand Comporta is positively perceived by owners and visitors in a similar way. This study has implications for the institutions concerned – company Herdade da Comporta, parishes of Comporta and Carvalhal, councils of Alcácer do Sal and Grândola and merchants and businesspeople, when assessing the perception of tourists and real estate buyers in regard to the destination brand Comporta and, at the same time point out aspects that need to be improved.
This research aims to investigate the dimensions of customer-based brand equity and to understand how the destination brand Comporta is perceived by real estate buyers and tourists. In a time when markets are increasingly competitive and that tourism has been proving as a driving force for economies, tourism destinations have an increasing need to differentiate themselves from competitors and therefore to add value to the respective destination brands. The methodology used in this research included revision of literature on the tourism destinations theme, destination brands, brand equity and its dimensions, participant observation and a survey was applied to a sample of 364 persons. Descriptive analysis and exploratory factor analysis were used to analyse the obtained data. Results from the survey indicate that brand equity dimensions – awareness, image, associations, quality and loyalty are positively perceived by tourists and real estate buyers of the brand Comporta. Results also confirm that there is a relationship among all the proposed dimensions and all of them are important to the evaluation of the destination. It was also concluded that the destination brand Comporta is positively perceived by owners and visitors in a similar way. This study has implications for the institutions concerned – company Herdade da Comporta, parishes of Comporta and Carvalhal, councils of Alcácer do Sal and Grândola and merchants and businesspeople, when assessing the perception of tourists and real estate buyers in regard to the destination brand Comporta and, at the same time point out aspects that need to be improved.
Description
Relatório de Dissertação do Mestrado
em
Ciências Empresariais – Ramo Gestão de PME
Keywords
Turismo Destinos turísticos Marca Marca destino Capital da marca CBBE (Capital da marca na perspetiva do consumidor) Tourism Tourism destinations Brand Destination brand Brand equity CBBE (Customer-based brand equity)
Pedagogical Context
Citation
Publisher
Instituto Politécnico de Setúbal. Escola Superior de Ciências Empresariais