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Rural tourism and main drivers to happiness perception
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O turismo rural tem crescido significativamente nos últimos anos, consequentemente, estudar as expectativas e motivações dos clientes tem sido necessário para melhorar este setor chave no turismo. Pesquisas anteriores encontraram fatores que levam os consumidores ao turismo rural, como a autenticidade e felicidade, no entanto fatores como a singularidade e o valor conversacional não têm sido estudados neste contexto. O objetivo desta tese é compreender como o turismo rural leva a perceção da autenticidade, singularidade e valor conversacional e como estes fatores contribuem para a felicidade do turista rural. A importância deste estudo é contribuir para a melhoria do setor de turismo rural.
Através da pesquisa quantitativa online, com o n = 274 de entrevistados, com idades entre 18 e 79 anos, que conhecem o conceito do turismo rural. Os dados foram analisados através do SmartPLS, e os resultados indicam que a perceção de singularidade na experiência e o valor conversacional são os principais fatores que levam à felicidade no turismo rural. A perceção de autenticidade não leva à felicidade do turista. Através destes resultados, foram identificados insights importantes para gestores, acadêmicos, empresas e guias turísticos, para tornar a experiência do consumidor ainda mais autêntica.
Rural tourism has grown significantly in recent years, therefore, studying customer expectations and motivations has been necessary to improve this key sector in tourism. Previous research has found factors that lead consumers to rural tourism, such as authenticity and happiness, however, there is a lack of research studied factors such as uniqueness and conversational value in this context. The objective of this thesis is to understand how rural tourism leads to the perception of authenticity, uniqueness, and conversational value and how these factors contribute to the happiness of rural tourists. The importance of this study is to contribute to the improvement of the rural tourism sector. Through the online quantitative survey, with n = 274 of respondents, aged between 18 and 79 years, who have known the rural tourism concept. Collected data were analyzed using SmartPLS, and the results indicate that the perception of uniqueness in the experience and conversational value are the main factors that lead to happiness in rural tourism. The perception of authenticity does not lead to tourist happiness. Through these results, important insights were identified for managers, academics, companies, and tour guides, to make the consumer experience even more authentic.
Rural tourism has grown significantly in recent years, therefore, studying customer expectations and motivations has been necessary to improve this key sector in tourism. Previous research has found factors that lead consumers to rural tourism, such as authenticity and happiness, however, there is a lack of research studied factors such as uniqueness and conversational value in this context. The objective of this thesis is to understand how rural tourism leads to the perception of authenticity, uniqueness, and conversational value and how these factors contribute to the happiness of rural tourists. The importance of this study is to contribute to the improvement of the rural tourism sector. Through the online quantitative survey, with n = 274 of respondents, aged between 18 and 79 years, who have known the rural tourism concept. Collected data were analyzed using SmartPLS, and the results indicate that the perception of uniqueness in the experience and conversational value are the main factors that lead to happiness in rural tourism. The perception of authenticity does not lead to tourist happiness. Through these results, important insights were identified for managers, academics, companies, and tour guides, to make the consumer experience even more authentic.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Turismo Rural Felicidade Autenticidade Valor de Conversação Singularidade Rural tourism Happiness Authenticity Conversational Value Uniqueness