A importância da análise factorial de correspondências no apuramento a cuidado do perfil de determinado mercado turístico. Análise do caso do Caramulo

• Rodrigues Fecha, Teresa Maria ^[1] ; Santos Almeida, Paulo Jorge ^[1]
  1. [1] Instituto Politécnico de Leiria
• Localización: Tourism and Hospitality International Journal - THIJ, ISSN 2183-0800, Vol. 3, Nº. 2, 2014 (Ejemplar dedicado a: November 2014 [5th edition - EE]), págs. 73-90
• Idioma: portugués
• Títulos paralelos:
  • La importancia del análisis factorial de correspondencias en la identificación cuidadosa del perfil de un determinado mercado turístico. Análisis del caso Caramulo
  • The importance of the factorial analysis of correspondences in the careful identification of the profile of a certain tourist market. Analysis of the Caramulo case
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• Resumen
  • español

    Determining the profile of the tourist of a particular region is a very important topic within the scope of Tourism Marketing research, as it allows the evaluation and perception of their characteristics, in addition to enabling the targeting of Marketing actions by adapting specific forms of communication for this type of tourist. For an investigation of this type, one of the first procedures is to determine the objectives of the study and to put forward hypotheses. To assess the hypotheses, a mere description of reality is not enough, it is essential to make inferences about the variables under study. Technological progress has boosted data analysis and the fine-tuning of new statistical processes. This advance has made it possible to quickly manipulate a large amount of information, such as factor analysis of correspondences and the study of the connection between a significant number of variables at the same time. This article intends to demonstrate that the application of the analysis of correlations of variables has considerable importance in the more refined determination of a consumer profile of a given tourist destination. To exemplify this proficiency, a study was carried out on the consumer profile of the Caramulo region in order to understand its main characteristics and behaviors. The study also allowed to evaluate if, in the promotional actions carried out by the entities of the region, all its touristic potential is being considered. To this end, the sources of information that influenced the decision to choose this destination were correlated with age, as well as the degree of satisfaction of the consumer, with the intention to visit the region again, which allowed to obtain conclusions that proved to be very interesting and fruitful from the point of view of Regional Marketing.

  • English

    Determine the tourist profile of the tourist that visits one region is a very important subject in the field of research of tourism marketing because it allows the evaluation and the perception of its features, as well as allowing direct the actions of Marketing adapting specific forms of communication to that type of tourist. For an investigation of this type one of the first procedures entail the determination of the objectives of the study and placement of hypotheses. To assess the hypotheses, not just a mere description of reality, it is essential to make inferences about the variables under study. Technological progress pushed the data analysis and tuning of new statistical processes. This advance allowed to quickly manipulate a large number of information such as factor analysis and the study of correspondence of the connection between a large number of variables simultaneously. This article will argue that the application of correlation analysis of variables has one considerable importance in determining a more accurate consumer profile of a particular tourist destination. To illustrate this proficiency has been taken based on a study done at the consumer profile of the region Caramulo to understand what are their main characteristics and behaviors. The study also allowed us to assess if the promotional activities carried out by organizations in the region is being considered all its tourist potential. For this purpose, yet correlated information sources that influenced the making of the decision to choose this destination, with age, and the degree of customer satisfaction, with the intention to visit the region again, which yielded conclusions that proved quite interesting and useful from the point of view of regional marketing.

  • português

    Determinar o perfil do turista de uma determinada região é uma temática muito importante, no âmbito da investigação do Marketing Turístico, pois permite a avaliação e a perceção das suas características, para além de permitir direcionar as ações de Marketing adaptando formas de comunicação específicas para esse tipo de turista. Para uma investigação deste tipo um dos primeiros procedimentos passa pela determinação dos objetivos do estudo e pela colocação de hipóteses. Para aferir as hipóteses, não basta uma mera descrição da realidade, é fundamental realizar inferências sobre as variáveis em estudo. O progresso tecnológico impulsionou a análise de dados e a afinação de novos processos estatísticos. Este avanço permitiu manipular com rapidez um grande número de informação, como por exemplo a análise fatorial de correspondências e o estudo da ligação entre um número significativo de variáveis ao mesmo tempo. Este artigo pretende demonstrar que a aplicação da análise das correlações de variáveis tem uma importância considerável na determinação mais apurada de um perfil de consumidor de determinado destino turístico. Para exemplificar esta proficiência tomou-se por base um estudo efetuado ao perfil do consumidor da região do Caramulo para compreender quais as suas principais características e comportamentos. O estudo permitiu avaliar também, se nas ações promocionais levadas a cabo pelas entidades da região está a ser considerado todo o seu potencial turístico. Para o efeito, correlacionaram-se as fontes de informação que influenciaram a tomada de decisão da escolha deste destino, com a idade, assim como o grau de satisfação do consumidor, com a intenção de o visitar novamente a região, o que permitiu obter conclusões que se revelaram bastante interessantes e proveitosas sob o ponto de vista do Marketing regional.