Análise das relações entre capacidade de gerenciamento de crises, brand experience e intenção de escolha de destinos costeiros

Abstract

Considering the continuous crises faced by the tourism sector, doubts arise about the best planning strategies capable of managing tourist destinations seeking competitiveness and attractiveness. In this sense, this study investigates the relationships between Crisis Management Capacity in tourist destinations, Brand Experience and Image as influencing factors in the intention to travel to coastal tourist destinations. The study can be considered as having a post-positivist epistemological nature, using the hypothetical-deductive method, with a quantitative approach, with the characteristic of being descriptive and exploratory. The analysis model used was built based on the dimensions of Branding Experience, proposed by Stuart J. Barnes et al (2014) and Crisis Management, proposed by Rastegar et al. (2021). 483 questionnaires were collected, resulting in a final sample of 428 questionnaires, distributed online via the Google Forms platform, based on the Snowball sampling technique. The coastal tourist destination of Pipa-RN was defined as the study area. As a data analysis technique, descriptive analysis of variables, exploratory factor analysis, confirmatory factor analysis and the Structural Equation Modeling (SEM) technique were used to explain the relationships of the dimensions used in the research, with support from the Software Statistical Package for the Social Sciences (IBM-SPSS) and the AMOS package. Among the main results, there was a moderate correlation between the Brand Experience dimension and the Attitude, Image and Intention to travel to coastal tourist destinations. Through the process of modeling structural equations, no significant relationships were found between the dimension Perception of Crisis Management and the dimensions Attitude, Image and Intention to travel to coastal tourist destinations. It is understood that the study contributes to the area of knowledge since it aimed to investigate existing gaps in the planning and management of coastal tourist destinations.