A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações do UNIOESTE |
Texto Completo: | http://tede.unioeste.br/handle/tede/4712 |
Resumo: | The Technological advancement enables new forms of relationship and brand engagement with the customer. Thus, marketing practices evolve into the digital world, and in this context, the ability to foster deep customer engagement interactions is different for brands, which have Information and Communication Technologies (ICTs) as their allies to promote new experiments with mechanisms that make them more attractive and facilitated by multiple media. Tourism marketing in particular benefits from these technological advances as it is a highly dependent segment on the image and quality of information due to the intangibility of the services it offers. However, in Brazil there are few studies that analyze the impact of digital transformation on marketing and also as the emergence of new digital media, such as Virtual Reality (VR), which enables the creation of moments of brand engagement with consumers. Thus, the present study uses as object of study the advertising in RV of the tourist attraction “Usina de Itaipu” with the objective of proposing a marketing scale capable of measuring the effectiveness of an advertising in VR. The first step of this study was the literature review to identify the main variables that make up the “VR efficacy” construct; Then, a research instrument was elaborated and subjected to a pre-test with Survey survey in order to validate the scale. Therefore, a qualitative research was conducted with the key subjects in the creation of Itaipu's RV material and the results were analyzed together with the quantitative results. Thus, it was possible to improve the research instrument to allow the use of Exploratory Factor Analysis (EFA). The final application of the questionnaire took place at the Federal University of Rio de Janeiro with a sample of 238 students. Through EFA, the variables with the highest explanatory power were identified for each construct that resulted in the proposal of an instrument with 22 variables with 68% explanatory power and high internal consistency index. Finally, the effectiveness of Itaipu Plant RV advertising is measured and a promising instrument is proposed to measure the effectiveness of replicable RV tourist attraction advertising. |
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Damke, Elói Juniorhttp://lattes.cnpq.br/2953634577751958Hack Neto, Eduardohttp://lattes.cnpq.br/4496924261739015Marchi, Jamur Johnashttp://lattes.cnpq.br/6859399120420257Maciel, Inês Maria Silvahttp://lattes.cnpq.br/0429575742156021Panek, Lucianohttp://lattes.cnpq.br/2407960550926577http://lattes.cnpq.br/6079382742487625Monica, Carolina Lima Della2020-02-17T13:03:35Z2019-12-04MONICA, Carolina Lima Della. A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração. 2019. 108 p. Dissertação (Mestrado em Tecnologias, Gestão e Sustentabilidade) - Universidade Estadual do Oeste do Paraná, Foz do Iguaçu, 2019.http://tede.unioeste.br/handle/tede/4712The Technological advancement enables new forms of relationship and brand engagement with the customer. Thus, marketing practices evolve into the digital world, and in this context, the ability to foster deep customer engagement interactions is different for brands, which have Information and Communication Technologies (ICTs) as their allies to promote new experiments with mechanisms that make them more attractive and facilitated by multiple media. Tourism marketing in particular benefits from these technological advances as it is a highly dependent segment on the image and quality of information due to the intangibility of the services it offers. However, in Brazil there are few studies that analyze the impact of digital transformation on marketing and also as the emergence of new digital media, such as Virtual Reality (VR), which enables the creation of moments of brand engagement with consumers. Thus, the present study uses as object of study the advertising in RV of the tourist attraction “Usina de Itaipu” with the objective of proposing a marketing scale capable of measuring the effectiveness of an advertising in VR. The first step of this study was the literature review to identify the main variables that make up the “VR efficacy” construct; Then, a research instrument was elaborated and subjected to a pre-test with Survey survey in order to validate the scale. Therefore, a qualitative research was conducted with the key subjects in the creation of Itaipu's RV material and the results were analyzed together with the quantitative results. Thus, it was possible to improve the research instrument to allow the use of Exploratory Factor Analysis (EFA). The final application of the questionnaire took place at the Federal University of Rio de Janeiro with a sample of 238 students. Through EFA, the variables with the highest explanatory power were identified for each construct that resulted in the proposal of an instrument with 22 variables with 68% explanatory power and high internal consistency index. Finally, the effectiveness of Itaipu Plant RV advertising is measured and a promising instrument is proposed to measure the effectiveness of replicable RV tourist attraction advertising.O avanço tecnológico possibilita novas formas de relacionamento e envolvimento das marcas com o cliente. Assim, as práticas de marketing evoluem para o mundo digital e neste contexto, a capacidade de promover interações de envolvimento profundo com clientes tornase diferencial para as marcas, que tem as Tecnologias da Informação e da Comunicação (TICs) como aliadas para promover novas experiências com mecanismos que as torne mais atrativas e facilitadas por múltiplas mídias. O marketing turístico em especial se beneficia destes avanços tecnológicos por ser um segmento extremamente dependente da imagem e qualidade das informações, devido à intangibilidade dos serviços que oferece. Contudo, no Brasil são raros os estudos que analisam o impacto da transformação digital no marketing e ainda como a eclosão das novas mídias digitais, como a Realidade Virtual (RV), que possibilita a criação de momentos de envolvimento de marcas com consumidores. Isto posto, o presente trabalho utiliza como objeto de estudo a propaganda em RV do atrativo Turístico “Usina de Itaipu” com o objetivo de propor uma escala de marketing capaz de mensurar a eficácia de uma propaganda em RV. A primeira etapa deste estudo foi a revisão de literatura para identificar as principais variáveis que compõem o construto “eficácia da RV”; em seguida, elaborou-se um instrumento de pesquisa que foi submetido a um pré-teste com levantamento do tipo Survey a fim de validação da escala. Logo, realizou-se uma pesquisa qualitativa com os sujeitos-chave na criação do material RV da Itaipu e os resultados foram analisados em conjunto com os resultados quantitativos. Assim, foi possível aprimorar o instrumento de pesquisa de modo a permitir a utilizar a Análise Fatorial Exploratória (AFE). A aplicação definitiva do questionário ocorreu na Universidade Federal do Rio de Janeiro com uma amostra de 238 estudantes. Por meio da AFE foram identificadas as variáveis com maior poder de explicação para cada construto que resultou na proposta de um instrumento com 22 variáveis com poder de explicação de 68% e elevado índice de consistência interna. Por fim, se mede a eficácia da propaganda em RV da Usina de Itaipu e se propõe instrumento promissor para medir a eficácia da propaganda de atrativos turísticos em RV passível de replicação.Submitted by Wagner Junior (wagner.junior@unioeste.br) on 2020-02-17T13:03:35Z No. of bitstreams: 2 Carolina_Lima_Della_Monica_2019.pdf: 2091685 bytes, checksum: 6db0420f304e3b4c3f74adb67df9cfdb (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5)Made available in DSpace on 2020-02-17T13:03:35Z (GMT). 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dc.title.por.fl_str_mv |
A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração |
dc.title.alternative.eng.fl_str_mv |
The effectiveness of virtual reality advertising of the Itaipu Power Plant Tourist Attraction: a proposed instrument for measurement |
title |
A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração |
spellingShingle |
A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração Monica, Carolina Lima Della Marketing Turismo Marketing turístico Marketing digital Transformação digital Realidade virtual Usina de Itaipu Marketing Tourism Tourism marketing Digital marketing Digital transformation Virtual reality Itaipu hydroelectric CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração |
title_full |
A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração |
title_fullStr |
A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração |
title_full_unstemmed |
A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração |
title_sort |
A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração |
author |
Monica, Carolina Lima Della |
author_facet |
Monica, Carolina Lima Della |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Damke, Elói Junior |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/2953634577751958 |
dc.contributor.advisor-co1.fl_str_mv |
Hack Neto, Eduardo |
dc.contributor.advisor-co1Lattes.fl_str_mv |
http://lattes.cnpq.br/4496924261739015 |
dc.contributor.referee1.fl_str_mv |
Marchi, Jamur Johnas |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/6859399120420257 |
dc.contributor.referee2.fl_str_mv |
Maciel, Inês Maria Silva |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/0429575742156021 |
dc.contributor.referee3.fl_str_mv |
Panek, Luciano |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/2407960550926577 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/6079382742487625 |
dc.contributor.author.fl_str_mv |
Monica, Carolina Lima Della |
contributor_str_mv |
Damke, Elói Junior Hack Neto, Eduardo Marchi, Jamur Johnas Maciel, Inês Maria Silva Panek, Luciano |
dc.subject.por.fl_str_mv |
Marketing Turismo Marketing turístico Marketing digital Transformação digital Realidade virtual Usina de Itaipu |
topic |
Marketing Turismo Marketing turístico Marketing digital Transformação digital Realidade virtual Usina de Itaipu Marketing Tourism Tourism marketing Digital marketing Digital transformation Virtual reality Itaipu hydroelectric CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Marketing Tourism Tourism marketing Digital marketing Digital transformation Virtual reality Itaipu hydroelectric |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The Technological advancement enables new forms of relationship and brand engagement with the customer. Thus, marketing practices evolve into the digital world, and in this context, the ability to foster deep customer engagement interactions is different for brands, which have Information and Communication Technologies (ICTs) as their allies to promote new experiments with mechanisms that make them more attractive and facilitated by multiple media. Tourism marketing in particular benefits from these technological advances as it is a highly dependent segment on the image and quality of information due to the intangibility of the services it offers. However, in Brazil there are few studies that analyze the impact of digital transformation on marketing and also as the emergence of new digital media, such as Virtual Reality (VR), which enables the creation of moments of brand engagement with consumers. Thus, the present study uses as object of study the advertising in RV of the tourist attraction “Usina de Itaipu” with the objective of proposing a marketing scale capable of measuring the effectiveness of an advertising in VR. The first step of this study was the literature review to identify the main variables that make up the “VR efficacy” construct; Then, a research instrument was elaborated and subjected to a pre-test with Survey survey in order to validate the scale. Therefore, a qualitative research was conducted with the key subjects in the creation of Itaipu's RV material and the results were analyzed together with the quantitative results. Thus, it was possible to improve the research instrument to allow the use of Exploratory Factor Analysis (EFA). The final application of the questionnaire took place at the Federal University of Rio de Janeiro with a sample of 238 students. Through EFA, the variables with the highest explanatory power were identified for each construct that resulted in the proposal of an instrument with 22 variables with 68% explanatory power and high internal consistency index. Finally, the effectiveness of Itaipu Plant RV advertising is measured and a promising instrument is proposed to measure the effectiveness of replicable RV tourist attraction advertising. |
publishDate |
2019 |
dc.date.issued.fl_str_mv |
2019-12-04 |
dc.date.accessioned.fl_str_mv |
2020-02-17T13:03:35Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
MONICA, Carolina Lima Della. A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração. 2019. 108 p. Dissertação (Mestrado em Tecnologias, Gestão e Sustentabilidade) - Universidade Estadual do Oeste do Paraná, Foz do Iguaçu, 2019. |
dc.identifier.uri.fl_str_mv |
http://tede.unioeste.br/handle/tede/4712 |
identifier_str_mv |
MONICA, Carolina Lima Della. A eficácia da propaganda em realidade virtual do Atrativo Turístico Usina de Itaipu: uma proposta de instrumento para mensuração. 2019. 108 p. Dissertação (Mestrado em Tecnologias, Gestão e Sustentabilidade) - Universidade Estadual do Oeste do Paraná, Foz do Iguaçu, 2019. |
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http://tede.unioeste.br/handle/tede/4712 |
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por |
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por |
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600 600 600 |
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http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
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http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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openAccess |
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Universidade Estadual do Oeste do Paraná Foz do Iguaçu |
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Programa de Pós-Graduação em Tecnologias, Gestão e Sustentabilidade |
dc.publisher.initials.fl_str_mv |
UNIOESTE |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Centro de Engenharias e Ciências Exatas |
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Universidade Estadual do Oeste do Paraná Foz do Iguaçu |
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Biblioteca Digital de Teses e Dissertações do UNIOESTE - Universidade Estadual do Oeste do Paraná (UNIOESTE) |
repository.mail.fl_str_mv |
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