Influência do storytelling na personalidade e na lealdade à marca de destinos turísticos: Um estudo experimental

Lucimari Acosta Pereira; Pablo Florês Limberger; Jessica Röesler  Marques

Lucimari Acosta Pereira Universidade do Vale do Itajai
Pablo Florês Liberger Universidade do Vale do Itajaí- Univali
Jessica Röesler Marques Universidade do Vale do Itajaí- Univali

Palavras-chave: Turismo, Marca Destino, Storytelling, Personalidade da Marca, Método Experimental

Resumo

Storytelling é o processamento narrativo capaz de criar ou melhorar as conexões com a marca. Portanto, marcas turísticas são uma ferramenta de gestão. Alinhado a isso, a personalidade é um diferencial competitivo no mercado de turismo. Uma personalidade com uma imagem forte e positiva pode gerar avaliações significativas, impactar o comportamento do consumidor e decidir retornar ou recomendar o destino. Além disso, storytelling é o processamento narrativo capaz de criar ou melhorar as conexões com a marca. O objetivo da pesquisa é analisar a influência do storytelling na personalidade e na fidelidade da marca de destino. O estudo seguiu uma abordagem quantitativa utilizando o método experimental, com levantamento Survey. O instrumento de pesquisa foi baseado nos construtos de personalidade da marca, Cortesia, Vibração, Criatividade, Conformidade, Crueldade e Tranquilidade e Lealdade. Os resultados mostraram que a Hipótese 1, o storytelling influencia na personalidade do destino turístico com imagem não atrativa, foi parcialmente confirmada. Apenas os construtos cortesia, crueldade e tranquilidade alcançaram significância estatística. Porém, na hipótese 2, o storytelling influencia na lealdade do destino turístico com uma imagem não atrativa, o constructo não apresentou significância estatística, não confirmando a hipótese. Esse resultado aponta que a narrativa não influenciou a ponto de haver diferença significativa entre os respondentes. Embora não tenha sido identificada relação entre histórias e fidelidade, é claro que a personalidade da marca influencia a intenção de visitar ou recomendar um destino. Gerencialmente, este estudo reforça a importância de planejar e desenvolver uma personalidade forte da marca de destino.

Downloads

Não há dados estatísticos.

Biografia do Autor

Lucimari Acosta Pereira, Universidade do Vale do Itajai

Doutoranda em Turismo e Hotelaria (UNIVALI); Mestre em Turismo e Hotelaria (UNIVALI); Bacharel em Turismo (FURG). E-mail: lucimari.svp@gmail.com

Pablo Florês Liberger, Universidade do Vale do Itajaí- Univali

Doutor em Turismo e Hotelaria (UNIVALI); Professor e pesquisador do programa de mestrado e doutorado em Turismo e Hotelaria na Universidade do Vale do Itajaí (UNIVALI). E-mail: pablofl@univali.br

Jessica Röesler Marques, Universidade do Vale do Itajaí- Univali

Bacharel em Administração (UNIVALI). E-mail: jessicaroeslermarques@edu.univali.br

Referências

Aaker, D. A. (1996). Criando e Administrando Marcas de Sucesso (E. Lasserre (ed.)). Editora Futura.

Aaker, D. A. (2011). Brand Relevance: How to leave your competitorsbehind. Mr. Bookman.

Aaker, D. A. (2015). On Branding: 20 principles that decide the success of brands. Mr. Bookman.

Aaker, D. A., Kumar, V., & Day, G. S. (2010). Mrketing research (R. C. Marcondes (ed.); 2nd ed.). Mr. Atlas.

Aaker, Jennifer L. (1997). Dimensions of Brand Image. European Journal of Business and Management, 3(3), 347–356.

Aaker, Jennifer Lynn., University., S., & Business., G. S. of. (1995). Brand personality : conceptualization, measurement and underlying psychological mechanisms.

Abeler, J., & Nosenzo, D. (2015). Self-selection into laboratory experiments: pro-social motives versus monetary incentives. Experimental Economics, 18(2), 195-214.

Agrawal, D. (2008). Effect of Brand Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence. Marketing Science, 15(1), 86–108.

Alves, N., Costa, J., & Salazar, A. (2013). O planeamento da identidade da marca de destinos turísticos: aplicação do modelo de Aaker à marca Madeira Planning the brand identity of tourist destinations: application of the Aaker model to the Madeira island brand. Tourism & Management Studies Número, 9(2), 65–69.

Anholt, S. (2010). Handbook on Tourism Destination Branding. Unwto, 1–235.

Baker, B., & Boyle, C. (2009). The timeless power of storytelling. Journal of Sponsorship, 3(1), 79–88.

Carvalho, P. C., Kankura Salazar, A., & Matos Graça Ramos, P. (2015). Integrative Conceptual Model of Destination Branding: empirical test in Porto and Northern Portugal. Pasos, What Are You Revista de Turismo y Patrimonio Cultural, 13(4), 865–874.

Chen, C.-F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269–278.

Cunha, F. R., Marchetti, R., & Prado, P. (2004). Consumer Loyalty to Own Brands of Food Products Marketed in Supermarkets. I EMA - ANPAD Marketing Meeting, 1920, 1–16.

d’Astous, A., & Boujbel, L. (2007). Positioning countries on personality dimensions: Scale development and implications for country marketing. Journal of Business Research, 60(3), 231–239.

Dikcius, V., Seimiene, E., & Casas, R. (2018). Brand Personality Scale: Is It Applicable for a Small Emerging Country? Organizations and Markets in Emerging Economies, 9(2), 234–341.

Dolnicar, S. (2013). Asking Good Survey Questions. Journal of Travel Research, 52(5), 551–574. https://doi.org/10.1177/0047287513479842

Ekinci, Y., & Hosany, S. (2006). Destination Personality: An Application of Brand Personality to Tourism Destinations Destination Personality : An Application of Brand Personality to Tourism Destinations. Brand, 45(2), 127–139.

Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1969). Personality measures and market segmentation: Evidence favors interaction view. Business Horizons, 12(3), 61–70.

Escalas, J. E. (2004). Narrative Processing: Building Consumer Connections to Brands. Journal of Consumer Psychology, 14(1–2), 168–180.

Field, A. (2013). Discovering statistics using IBM SPSS statistics. sage.

Freling, T. H., & Forbes, L. F. (2005). An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14(7), 404–413.

Hair, J. F. J., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Multivariate data analysis (Bookman (ed.); 6th ed.).

Hernandez, J. M., Basso, K., & Brandão, M. M. (2014). Experimental Research in Marketing. Revista Brasileira de Marketing, 13(02), 98–117.

Jiang, H., Tan, H., Liu, Y., Wan, F., & Gursoy, D. (2020). Annals of Tourism Research The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising. Annals of Tourism Research, 83(April), 102926.

Jones, E. C. (2003). Class-based social networks in regional economic systems. In N. Dannhaeuser & C. Werner (Eds.), Anthropological Perspectives on Economic Development and Integration (22, 3–23). Emerald Group Publishing Limited.

Kaufmann, H. R., Loureiro, S. M. C., & Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of Product and Brand Management, 25(6), 516–526.

Kim, Y. K., Shim, S. W., & Dinnie, K. (2013). The Dimensions of Nation Brand Personality: A Study of Nine Countries. Corporate Reputation Review, 16(1), 34–47.

Kotler, P., & Keller, K. L. (2012). Marketing Administration (14th ed.). Pearson Education of Brazil.

Kowald, M., & Axhausen, K. W. (2014). Surveying data on connected personal networks. Travel Behaviour and Society, 1(2), 57–68.

Kozak, M., Bigné, E., & Andreu, L. (2005). Satisfaction and Destination Loyalty Metin. Journal of Quality Assurance in Hospitality & Tourism, 5(1), 43–59.

Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139–147.

Kumar, V., & Nayak, J. K. (2018). Destination Personality: Scale Development And Validation. Journal of Hospitality & Tourism Research, 42(1), 3–25.

Larán, J. A., & Espinoza, F. da S. (2004). Satisfied consumers, so what? Analyzing satisfaction as a antecedent of loyalty. Journal of Contemporary Administration, 8(2), 51–70.

Leão, A. L. M. de S., Camargo, T. I., & Cavalcanti, R. C. T. (2014). Pepper in other people's eyes is... Chilli beans! The personality of the brand to the "eyes" of consumers. Electronic Management Journal, 79(3), 773–792.

Lima, E. S. De, Feijó, B., & Furtado, A. L. (2020). Adaptive storytelling based on personality and preference modeling. Entertainment Computing, 34(November 2019), 100342.

Lin, N., & Roberts, K. R. (2019). Destination personality: how to make the metaphor simpler? Anatolia, 30(3), 346–357.

Lindon, D., Lendrevie, J., Lévy, J., Dionysus, P., & Rodrigues, J. V. (2004). Marketing Theory and Practice (10th ed.). Don Quixote.

Liu, Z., Huang, S. (Sam), Hallak, R., & Liang, M. (2016). Chinese consumers’ brand personality perceptions of tourism real estate firms. Tourism Management, 52, 310–326.

Lizanets, V. (2016). The Impact Of Brand Personality on Consumer Behavior: An Analysis Of The Role Of BrandLove. University of Aveiro.

Mabkhot, H. A. (2017). The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediat...: Discovery Service for Universiti Tunku Abdul Rahman. Jurnal Pengurusan, 50, 18.

Manosso, F. C., Domareski Ruiz, T. C., & Massukado Nakatani, M. S. (2020). A aplicação do Storytelling nas pesquisas em Turismo: Uma Revisão Bibliométrica, Sistemática e Integrativa da Literatura. Revista De Turismo Contemporâneo, 8(2), 337-358.

Markham, V. (1972). Planning the Corporate Reputation. George Allen & Unwin.

Martins, J. R. (2006). Branding the manual for you to create, manage, and evaluate tags. In 3rd Edition (Copyright).

Maslow, A. H. (1955). Motivation and Personality (Harper & B).

Mayer, V. F., Marques, O. R. B., & Santos, G. E. de O. (2018). Escolha da composição de pacotes turistícos: Um estudo experimental sobre o efeito de enquadramento de opções. O Centro de Estudos Em Finanças Da Fundação Getulio Vargas (FGVcef), 1–11.

Moin, S. M. A., Hosany, S., & O’Brien, J. (2020). Storytelling in destination brands’ promotional videos. Tourism Management Perspectives, 34(July 2019), 100639.

Moscardo, G. (2020). Annals of Tourism Research Stories and design in tourism. Annals of Tourism Research, 83(January), 102950.

Murphy, L., Moscardo, G., & Benckendorff, P. (2007). Using brand personality to differentiate regional tourism destinations. Journal of Travel Research, 46(1), 5–14.

Neto, A. P., & Ferreira, L. V. F. (2017). Hotel brand personalities : A theoretical experiment: A theoretical experiment. Tur Smo & Desenvolvimento Magazine, 27/28(2182–1453), 761–772.

Palazón, M., & Delgado, E. (2009). The moderating role of price consciousness on the effectiveness of price discounts and premium promotions. Journal of Product and Brand Management, 18,(4), 306–312.

Parker, T. B. (2009). A comparison of brand personality and brand user‐imagery congruence. Journal of Consumer Marketing, 26(3), 75–184.

Peco-Torres, F., Polo-Peña, A., & Frías-Jamilena, D. (2020). Brand personality in cultural tourism through social media. In Tourism Review: Vol. ahead-of-p (Issue ahead-of-print).

Pereira, S., & Ayrosa, E. (2004). Atitudes Relativas A Marcas E Argumentos Ecológicos: Um Estudo Experimental. Revista Eletrônica de Gestão Organizacional, 2(2), 12.

Ribeiro, M. I. (2015). Brand loyalty as a determining factor of customer loyalty: a comparative study applied to fuel brands. In Institutional Repository of Scientific Information of the Polytechnic Institute of Leiria (Dissertation). Higher School of Technology and Management of the Polytechnic Institute of Leiria.

Russell-Bennett, R., Härtel, C. E. J., & Worthington, S. (2013). Exploring a functional approach to attitudinal brand loyalty. Australasian Marketing Journal, 21(1), 43–51.

Ryu, K., Lehto, X. Y., Gordon, S. E., & Fu, X. (2019). Effect of a brand story structure on narrative transportation and perceived brand image of luxury hotels. Tourism Management, 71, 348–363.

Salentin, K. (1999). Sampling for immigrant surveys. ZUMA News, 23(45), 115-135.

Santos, V. (2015). Brand Loyalty: The Responsible Factors That Leads A Company to Be Recognized By Its Brand. FACE - College Student House,15.

Schweizer, T., Schnegg, M., & Berzborn, S. (1998). Personal networks and social support in a multiethnic community of southern California. Social Networks, 20(1), 1–21.

Silva, R. G. S. (2018). Consumer Response to Incongruity In Advertising And The Influence Of Multiconnectivity. Pontifical Catholic University of Rio Grande do Sul.

Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(June 2018), 50–59.

Tasci, A.D.A., & Gartner, W. C. (2009). Chapter 11 A Practical Framework for Destination Branding (pp. 149–158).

Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32(1), 114–127.

Usakli, H. W. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Academy of Management Perspectives, 10(1), 88–90.

Viglia, G. and Dolnicar, S. (2020) ‘A review of experiments in tourism and hospitality’. Annals of Tourism Research. Elsevier, 80 (August 2019), 102858. doi: 10.1016/j.annals.2020.102858.

Wee, T. T. T. (2004). Extending human personality to brands: The stability factor. Journal of Brand Management, 11(4), 317–330.

Yanzheng, T. U. O., Zengxiang, C., & Changhong, B. A. I. (2015). Destination Marketing Performance: Current State and Value Chain Model. Tourism Tribune / Lvyou Xuekan, 30,(1), 13–21.

Yueh, H. P., & Zheng, Y. L. (2019). Effectiveness of storytelling in agricultural marketing: Scale development and model evaluation. Frontiers in Psychology, 10(MAR), 1–12.