UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://tmstudies.net/index.php/ectms/article/view/332 |
Resumo: | In spite of the efforts of marketers and managers to boost a favourable destination image, with a focus on encouraging tourists? revisit, other factors contribute to tourists? decision-making processes with regard to revisiting destinations. Moreover, recommendation from family and friends are considered to be the most credible source of information in the process of choosing a holiday destination, becoming relevant that studies on destination loyalty focus on this variable. Therefore, this research aims to identify the attributes which contribute to tourists? willingness to recommend a destination. The first stage of this study involved identifying the attributes to measure the image of Lagos in the Algarve region, an important Portuguese destination, through open-ended questions. In the second phase, the application of the Chi-Square Automatic Interaction Detector (CHAID) to survey responses from a sample of 379 tourists allowed to identify the features that explain the intention to recommend the destination. The results show that culture is the attribute with the strongest power to explain recommendation, highlighting the need for sun and sand tourism destinations to diversify their offer. Of the seven terminal nodes produced by CHAID, two segments with opposite trends were found, for which profiles were drawn. |
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UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSISUNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSISCHAID Analysis; Destination Image; Recommendation; Tourists; PortugalMetodologia CHAID; Imagem do Destino; Recomendação; Turistas; PortugalIn spite of the efforts of marketers and managers to boost a favourable destination image, with a focus on encouraging tourists? revisit, other factors contribute to tourists? decision-making processes with regard to revisiting destinations. Moreover, recommendation from family and friends are considered to be the most credible source of information in the process of choosing a holiday destination, becoming relevant that studies on destination loyalty focus on this variable. Therefore, this research aims to identify the attributes which contribute to tourists? willingness to recommend a destination. The first stage of this study involved identifying the attributes to measure the image of Lagos in the Algarve region, an important Portuguese destination, through open-ended questions. In the second phase, the application of the Chi-Square Automatic Interaction Detector (CHAID) to survey responses from a sample of 379 tourists allowed to identify the features that explain the intention to recommend the destination. The results show that culture is the attribute with the strongest power to explain recommendation, highlighting the need for sun and sand tourism destinations to diversify their offer. Of the seven terminal nodes produced by CHAID, two segments with opposite trends were found, for which profiles were drawn.Apesar de os decisores reunirem esforços na gestão de uma imagem favorável ao destino, outros fatores concorrem na decisão dos turistas em revisitar o destino. A recomendação por parte de amigos e familiares, considerada a fonte de informação mais credível no processo de decisão de escolha do local de férias, deverá ser outra componente da fidelização a abordar. Este estudo visa perceber quais os atributos que explicam a intenção de recomendação do destino. segmentos que correspondem a tendências opostas. Numa primeira fase, identificaram-se os atributos adequados para medir a imagem de Lagos (Algarve), enquanto importante destino de Portugal, através de questões abertas.Chi-Square Automatic Interaction Detector (CHAID) a uma amostra de 379 turistas inquiridos permitiu identificar as variáveis que explicam a intenção de recomendação. Os resultados focam a importância da cultura, enfatizando a necessidade de diversificação da oferta dos destinos focada no sol e praia. Dos sete segmentos identificados pela análise CHAID, definiu-se o perfil dos turistas dos dois Numa segunda fase, a aplicação da técnica de dependênciaUniversity of Algarve2012-02-22T00:00:00Zjournal articlejournal articlejournal articlejournal articlejournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://tmstudies.net/index.php/ectms/article/view/332oai:ojs.pkp.sfu.ca:article/332Revista Encontros Científicos - Tourism & Management Studies; Vol 7 (2011); 33-42Tourism & Management Studies; Vol 7 (2011); 33-42Tourism & Management Studies; Vol 7 (2011); 33-42Revista Encontros Científicos - Tourism & Management Studies; Vol 7 (2011); 33-422182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/332https://tmstudies.net/index.php/ectms/article/view/332/547Copyright (c) 2016 Tourism & Management Studieshttp://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessAgapito, Dora; University of the AlgarveValle, Patrícia Oom Do; University of the AlgarveMendes, Júlio Da Costa; University of the Algarve2022-10-05T04:16:58ZPortal AgregadorONG |
dc.title.none.fl_str_mv |
UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
title |
UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
spellingShingle |
UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS Agapito, Dora; University of the Algarve CHAID Analysis; Destination Image; Recommendation; Tourists; Portugal Metodologia CHAID; Imagem do Destino; Recomendação; Turistas; Portugal |
title_short |
UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
title_full |
UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
title_fullStr |
UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
title_full_unstemmed |
UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
title_sort |
UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
author |
Agapito, Dora; University of the Algarve |
author_facet |
Agapito, Dora; University of the Algarve Valle, Patrícia Oom Do; University of the Algarve Mendes, Júlio Da Costa; University of the Algarve |
author_role |
author |
author2 |
Valle, Patrícia Oom Do; University of the Algarve Mendes, Júlio Da Costa; University of the Algarve |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Agapito, Dora; University of the Algarve Valle, Patrícia Oom Do; University of the Algarve Mendes, Júlio Da Costa; University of the Algarve |
dc.subject.por.fl_str_mv |
CHAID Analysis; Destination Image; Recommendation; Tourists; Portugal Metodologia CHAID; Imagem do Destino; Recomendação; Turistas; Portugal |
topic |
CHAID Analysis; Destination Image; Recommendation; Tourists; Portugal Metodologia CHAID; Imagem do Destino; Recomendação; Turistas; Portugal |
description |
In spite of the efforts of marketers and managers to boost a favourable destination image, with a focus on encouraging tourists? revisit, other factors contribute to tourists? decision-making processes with regard to revisiting destinations. Moreover, recommendation from family and friends are considered to be the most credible source of information in the process of choosing a holiday destination, becoming relevant that studies on destination loyalty focus on this variable. Therefore, this research aims to identify the attributes which contribute to tourists? willingness to recommend a destination. The first stage of this study involved identifying the attributes to measure the image of Lagos in the Algarve region, an important Portuguese destination, through open-ended questions. In the second phase, the application of the Chi-Square Automatic Interaction Detector (CHAID) to survey responses from a sample of 379 tourists allowed to identify the features that explain the intention to recommend the destination. The results show that culture is the attribute with the strongest power to explain recommendation, highlighting the need for sun and sand tourism destinations to diversify their offer. Of the seven terminal nodes produced by CHAID, two segments with opposite trends were found, for which profiles were drawn. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-02-22T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article journal article journal article journal article journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/332 oai:ojs.pkp.sfu.ca:article/332 |
url |
https://tmstudies.net/index.php/ectms/article/view/332 |
identifier_str_mv |
oai:ojs.pkp.sfu.ca:article/332 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/332 https://tmstudies.net/index.php/ectms/article/view/332/547 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Tourism & Management Studies http://creativecommons.org/licenses/by-nc-nd/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Tourism & Management Studies http://creativecommons.org/licenses/by-nc-nd/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
University of Algarve |
publisher.none.fl_str_mv |
University of Algarve |
dc.source.none.fl_str_mv |
Revista Encontros Científicos - Tourism & Management Studies; Vol 7 (2011); 33-42 Tourism & Management Studies; Vol 7 (2011); 33-42 Tourism & Management Studies; Vol 7 (2011); 33-42 Revista Encontros Científicos - Tourism & Management Studies; Vol 7 (2011); 33-42 2182-8466 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
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repository.mail.fl_str_mv |
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1777301379224698880 |