Imagem cognitiva de destinos turísticos. Uma abordagem a partir do destino turístico de Holguín, Cuba
DOI:
https://doi.org/10.22267/rtend.212202.177Palavras-chave:
análise multivariada, questionário, imagem de marca, marketing, propagandaResumo
O objetivo deste artigo é avaliar a imagem cognitiva do destino turístico Holguin, localizado na costa norte de Cuba. A imagem cognitiva de um destino turístico inclui os atributos que um turista conhece ou identifica sobre ele. Por meio da revisão e contextualização das categorias cognitivas da imagem, foi elaborado um questionário estruturado online formado por 30 itens. Os dados foram coletados por meio de uma pesquisa online usando SurveyMonkey.com por meio de uma amostra de conveniência de 143 turistas internacionais que já visitaram Holguin. Os resultados da análise fatorial exploratória mostram que a imagem cognitiva está agrupada em oito fatores denominados Entretenimento e cultura, Restaurantes e segurança, Variedade de locais e atividades desportivas, Acessibilidade e reputação, Ambiente natural agradável, Estabelecimentos comerciais, Relação de qualidade de preço e hospitalidade e Bonito praias. Ficou evidenciado o caráter multidimensional da imagem cognitiva, que deve ser gerenciada para desenvolver estratégias de posicionamento do destino turístico. Os resultados deste estudo são apresentados à luz das suas implicações teóricas e gerenciais para os gestores do turismo.
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