A influência das experiências memoráveis no engajamento dos turistas na mídia social virtual

Elisângela Da Silva Rocha; Salvador Anton Clavé; Fabrícia Durieux Zucco; Ana Paula Lisboa Sohn

doi:10.5585/podium.v12i2.21965

Authors

Elisângela Da Silva Rocha Instituto Federal Catarinense - IFC https://orcid.org/0000-0001-8929-2561
Salvador Anton Clavé Universitat Rovira i Virgili - URV https://orcid.org/0000-0001-9818-2778
Fabrícia Durieux Zucco Universidade do Vale do Itajaí - UNIVALI Universidade Regional de Blumenau - FURB https://orcid.org/0000-0001-5538-1195
Ana Paula Lisboa Sohn Universidade do Vale do Itajaí - UNIVALI https://orcid.org/0000-0002-7319-8869

DOI:

https://doi.org/10.5585/podium.v12i2.21965

Keywords:

Memorable tourism experience, Consumer engagement, Virtual social media, Thematic parks.

Abstract

Objective: The aim of this work is to analyze how memorable experiences in theme parks can influence tourists' engagement in virtual social media.
Methodology/approach: The sample consisted of 1,126 visitors of two theme parks in Brazil and Spain between July 2017 and May 2018. The data collection instrument was the questionnaire. For data analysis, the procedures included: Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) with the use of discriminant validity criteria and extracted mean-variance (AVE), Spearman's Correlation test, and the Bootstrapping technique.
Originality/relevance: Although several studies contribute to the research of memorable experiences and consumer engagement in social media in the tourist context, few works focus on the tourist experience in theme parks. In this sense, and based on a comparative approach, such investigation is explored in an attempt to contribute to initial empirical evidence on the subject.
Results: There is a positive effect of experience on virtual social media engagement in relation to the theme parks analyzed. Two constructs (attention and enthusiasm) were identified as expressive indicators of consumer engagement. The findings suggest that the more visitors engage with memorable park experiences, the more they identify with the park on virtual social media.
Theoretical/methodological contributions: This work provides indicators to understand the dynamics of park visitors in countries with different cultures and customs through a new measurement tool.
Social/Management Contributions: It provides support for managers to establish strategies that aim to increase the rate of engagement related to the virtual social media experience.

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Author Biographies

Elisângela Da Silva Rocha, Instituto Federal Catarinense - IFC

Doutora em Turismo e Hotelaria pela UNIVALI - Universidade do Vale do Itajaí, com período sanduíche na Universidade Rovira I Virgili, Espanha (Participação no Programa Programas Estratégicos - DRI, fomentado pela CAPES), Balneário Camboriú, Santa Catarina, Brasil. Professora do Instituto Federal Catarinense - Campus Camboriú. Santa Catarina, Brasil.

Salvador Anton Clavé, Universitat Rovira i Virgili - URV

Doutor em Geografia pela Universitat Rovira I Virgili (URV), Vila-seca, Tarragona, Espanha. Professor de Análise Regional da URV - Universidade Rovira i Virgili, Faculdade de Turismo e Geografia, Departamento de Geografia, Vila-seca, Tarragona, Espanha.

Fabrícia Durieux Zucco, Universidade do Vale do Itajaí - UNIVALI Universidade Regional de Blumenau - FURB

Doutora em Administração pela Universidade Nove de Julho (UNINOVE). Professora titular da UNIVALI -Universidade do Vale do Itajaí – Campus Balneário Camboriú e da FURB - Universidade Regional de Blumenau, Santa Catarina, Brasil.

Ana Paula Lisboa Sohn, Universidade do Vale do Itajaí - UNIVALI

Doutora em Engenharia de Produção pela Universidade Federal de Santa Catarina (UFSC). professora titular da Universidade do Vale do Itajaí.

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