O papel da imagem dos eventos culturais na construção da marca de um destino turístico: O caso do evento "Braga Romana" The role of cultural events image in the construction of the touristic destination brand: "Braga Romana" case study
A medição da satisfação dos visitantes com um evento possibilita às entidades organizadoras obter informações sobre o que aqueles entendem que correu melhor e menos bem, assim como compreender as suas necessidades e motivações, ajudando os diferentes setores envolvidos a melhorar a qualidade dos produtos e serviços, e a promover e posicionar o evento. A satisfação dos visitantes contribui para a fidelização a um determinado evento/destino, através das intenções de voltar a visitar e a recomendálo a outros potenciais visitantes. Desta forma, se as entidades organizadoras compreenderem os fatores que afetam a visita e revisita, estão a contribuir para o sucesso do evento/destino, bem como para a satisfação e fidelização dos visitantes. Esta pesquisa tem como objetivo analisar a satisfação e a fidelização dos participantes da Festa das Cruzes (visitantes e residentes). Para isso, foram recolhidos dados através de um questionário a 601 indivíduos, entre abril e maio de 2019, e a análise estatística foi realizada com recurso ao software SPSS. Os resultados sugerem uma forte satisfação e fidelização ao evento, com cerca de 90% dos inquiridos a afirmarem que já tinham visitado o evento anteriormente e que pretendiam voltar e recomendar a Festa. Os inquiridos manifestaram algumas preocupações com questões relacionadas com a estrutura de apoio ao evento (como limpeza, transporte e estacionamento). Algumas diferenças foram encontradas entre residentes e não residentes em relação à satisfação com os atributos.
Discussion towards an understanding about ethical and social responsible corporate behaviours has increased over last two decades. Both marketers and academicians emphasize the interest of the topic. Developed research has been focusing the understanding of a few organizational practices, but consumer’s dyad of the problem calls for further investigation. This work presents some of the main theoretical contributions about consumer ethics, emphasizing the way how purchase attitude may be influenced by consumers’ perceptions about firms’ behaviour. The study aims to fill two important gaps in the burgeoning literature on marketing ethics: by looking at the consumer side of the marketing exchange dyad, and comparing consumer perspectives on ethics across cultures. As such, levels of consumer ethical awareness and expectations, and their impact on purchasing behaviours are measured in the contexts of Portugal and Cape Verde, one of its former colonies in Africa. Both qualitative and quantitative analyses were developed.
This research seeks to understand the impact of the pandemic on online sales of sports brands and their relationship with consumers. The results obtained showed that the brands adapted to the pandemic period, they managed to preserve and even strengthen the relationship and communication with their consumers due to their online platforms, in which their sports products were found due to the high demand during the pandemic, especially in the period of confinement. In addition to realizing the importance of contact with companies during the period of confinement, which helped maintain the connection and loyalty between brand and consumer. The present study represents an important contribution regarding digital and agile marketing and the importance of the relationship between brand-consumer, namely the consumer's attachment to the brand.
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