A Utilização das Aplicações Móveis no Setor do Turismo em Portugal: Intenção de visitar a Região do Algarve

• Autor(a) principal: Vasconcelos, Catarina Filipa Madeira Gonçalves de
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/22315
• topic: Marketing Digital; Turismo; Mobile Marketing; Tecnologias Móveis; Aplicações Móveis; TAM – Modelo de Aceitação Tecnológica; Digital Marketing; Tourism; Mobile Marketing; Mobile Technologies; TAM - Technology Acceptance Model; Gestão

The tourism sector is characterized as one of the most complex social phenomena and assumes itself as a crucial economic activity, being considered fundamental for countries that have tourism potential, such as Portugal. With the constant evolution of mobile technologies, the role of marketing has evolved and has taken on a new position, with the emergence of digital marketing, which has increased new forms and means of communication. With the appearance of smartphones, the strategy of digital marketing in the mobile context has improved the consumer experience, making it more convenient, flexible, efficient and personalized, through the use of mobile applications. Currently, mobile applications increasingly affect the way in which tourists relate to their destination, completing their tourist experience. This research aims to understand the frequency of use of mobile tourist applications and whether their existence intervenes in the intention to visit the Algarve region. The analysis is performed through the collection of primary data, by questionnaire, resulting in an exploratory study. To measure users' intention to use and accept technologies, several models are used. In this case, the study aimed to validate an instrument based on the TAM - Technological Acceptance Model, where factors influencing consumer behavior in relation to new technologies are analyzed, such as the perception of ease of use and the perceived utility. In addition, several factors that contribute and influence the consumer's attitude towards mobile marketing were also analyzed, such as: perceived risk, perceived value and credibility. The results revealed that the rate of use of tourist applications is quite positive, since the majority of the sample used them, indicating as main reasons, access to feedback from other users, easy access to these types of applications and their speed. Finally, the correlations of the constructs analyzed in the TAM model were also tested.