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A Satisfação e o Retorno às Festividades Locais: O Caso da Festa das Cruzes, Barcelos

Author

Listed:
  • Diana Faria

    (Gestão do Turismo ESHT/IPCA)

  • Laurentina Vareiro

    (Escola Superior de Gestão, Instituto Politécnico do Cávado e do Ave/UNIAG)

  • Alexandra Malheiro

    (Escola Superior de Hotelaria e Turismo, Instituto Politécnico do Cávado e do Ave /CiTUR)

Abstract

A medição da satisfação dos visitantes com um evento possibilita às entidades organizadoras obter informações sobre o que aqueles entendem que correu melhor e menos bem, assim como compreender as suas necessidades e motivações, ajudando os diferentes setores envolvidos a melhorar a qualidade dos produtos e serviços, e a promover e posicionar o evento. A satisfação dos visitantes contribui para a fidelização a um determinado evento/destino, através das intenções de voltar a visitar e a recomendálo a outros potenciais visitantes. Desta forma, se as entidades organizadoras compreenderem os fatores que afetam a visita e revisita, estão a contribuir para o sucesso do evento/destino, bem como para a satisfação e fidelização dos visitantes. Esta pesquisa tem como objetivo analisar a satisfação e a fidelização dos participantes da Festa das Cruzes (visitantes e residentes). Para isso, foram recolhidos dados através de um questionário a 601 indivíduos, entre abril e maio de 2019, e a análise estatística foi realizada com recurso ao software SPSS. Os resultados sugerem uma forte satisfação e fidelização ao evento, com cerca de 90% dos inquiridos a afirmarem que já tinham visitado o evento anteriormente e que pretendiam voltar e recomendar a Festa. Os inquiridos manifestaram algumas preocupações com questões relacionadas com a estrutura de apoio ao evento (como limpeza, transporte e estacionamento). Algumas diferenças foram encontradas entre residentes e não residentes em relação à satisfação com os atributos.

Suggested Citation

  • Diana Faria & Laurentina Vareiro & Alexandra Malheiro, 2021. "A Satisfação e o Retorno às Festividades Locais: O Caso da Festa das Cruzes, Barcelos," RPER, Associação Portuguesa para o Desenvolvimento Regional, issue 59, pages 119-133, December.
    • Handle: RePEc:apd:rper00:y:2021:i:59:id:97
    DOI: 10.59072/rper.vi59.97
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    References listed on IDEAS

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