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Publication
A Eficácia dos Meios de Comunicação na Escolha de um Destino Turístico – Numa Ótica Geracional
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Advisor(s)
Abstract(s)
Esta tese de mestrado investiga a eficácia dos meios de comunicação na
escolha de um destino turístico, numa perspetiva geracional.
Começando por introduzir os conceitos de old media e new media (Manovich,
2002), em que nos primeiros se incluem os jornais e revistas, feiras, parcerias,
word-of-mouth, anúncios de TV e rádio e publicidade outdoor, e nos segundos
incluem-se sites e blogs, redes sociais, publicidade online, influenciadores e
APPs. São identificados e caracterizados os quatro grupos de Gerações – os
Baby Boomers (Samuel, 2017), a Geração X (Twenge, 2023), a Geração Y (Dash
et al., 2021) e a Geração Z (Aslam & Hassan, 2023).
O presente estudo investiga o nível de influência que os diferentes canais de
comunicação exercem sobre o potencial cliente de uma determinada Geração,
aquando da sua escolha de um destino turístico. Utilizando uma abordagem
univariada, incluindo pesquisa de campo, análise de dados qualitativos e
quantitativos, são identificadas tendências, preferências e comportamentos.
As conclusões desta investigação indicam que a Geração Baby Boomer é a mais
influenciada pelos old media, enquanto os new media demonstram ter maior
influência nas restantes gerações.
Considerando o acima explanado, esta dissertação espera contribuir com maior
clareza, amplitude e atualidade, para o conhecimento das relações que se
estabelecem entre os canais de comunicação e a escolha de um destino
turístico, pelas diferentes Gerações no contexto do Marketing Relacional.
This master's thesis investigates the effectiveness of the media when choosing a tourist destination from a generational perspective. It starts by introducing the concept of old media and new media (Manovich, 2002), where old media includes newspapers and magazines, fairs, partnerships, word of-mouth, TV and radio commercials, and outdoor commercials, and new media consists of sites and blogs, social media, online commercials, influencers, and APPs. This is followed by a characterization of four generational groups – Baby Boomers (Samuel, 2017), Generation X (Twenge, 2023), Generation Y (Dash et al., 2021) and Generation Z (Aslam & Hassan, 2023). This study explores the level of influence that the different media channels have on potential buyers from the four Generations when choosing a tourist destination. It is based on a univariate approach, including field research, analysis of qualitative and quantitative data, trends, preferences and behaviors. The findings of the analysis suggest that old media is preferred by the Baby Boomers’ Generation, while new media is shown to have a stronger influence over all other Generations included in the study. Moreover, word-of-mouth, as an old media channel, has been identified as the most preferred channel across all four Generations. By bringing the above insights to light, this dissertation hopes to contribute to a more holistic and updated understanding of this relationship between the media and the choice of tourist destinations across different Generations in the context of Relational Marketing
This master's thesis investigates the effectiveness of the media when choosing a tourist destination from a generational perspective. It starts by introducing the concept of old media and new media (Manovich, 2002), where old media includes newspapers and magazines, fairs, partnerships, word of-mouth, TV and radio commercials, and outdoor commercials, and new media consists of sites and blogs, social media, online commercials, influencers, and APPs. This is followed by a characterization of four generational groups – Baby Boomers (Samuel, 2017), Generation X (Twenge, 2023), Generation Y (Dash et al., 2021) and Generation Z (Aslam & Hassan, 2023). This study explores the level of influence that the different media channels have on potential buyers from the four Generations when choosing a tourist destination. It is based on a univariate approach, including field research, analysis of qualitative and quantitative data, trends, preferences and behaviors. The findings of the analysis suggest that old media is preferred by the Baby Boomers’ Generation, while new media is shown to have a stronger influence over all other Generations included in the study. Moreover, word-of-mouth, as an old media channel, has been identified as the most preferred channel across all four Generations. By bringing the above insights to light, this dissertation hopes to contribute to a more holistic and updated understanding of this relationship between the media and the choice of tourist destinations across different Generations in the context of Relational Marketing
Description
Keywords
Old media New media Gerações Marketing turístico Marketing relacional Processo de compra