La Experiencia de Marca y Sus Efectos en el Comportamiento de los Foliones en el Carnaval de Belo Horizonte

Autores

DOI:

https://doi.org/10.29149/mtr.v5i1.5648

Palavras-chave:

Carnaval, Experiencia de marca, Lealtad de marca, Comunicación boca a boca, Eventos de calle.

Resumo

La experiencia de marca es un tema muy relevante para el sector del turismo, pues la mayoría de los negocios de este sector está relacionada con los servicios, los cuales contribuyen fuertemente a la formación de la experiencia por parte del turista. El objetivo de este trabajo es lo de elaborar y probar un modelo teórico sobre la experiencia de marca y sus consecuencias en términos de lealtad de los foliones del carnaval y de sus intenciones al realizar la propaganda boca a boca. Asimismo, se medirá la percepción de la experiencia de marca del carnaval de la ciudad de Belo Horizonte, considerando sus componentes sensoriales, afectivos, comportamentales e intelectuales. Se ha realizado una survey por la internet, utilizando principalmente de las redes sociales como el Instagram y el WhatsApp de las que se han obtenido 470 respuestas válidas. Los hallazgos indican que la experiencia de marca está formada por cuatro dimensiones teóricas: la experiencia de marca-sensorial, la experiencia de marca-afectiva, la experiencia de marca-comportamental y la experiencia de marca-intelectual. El modelo elaborado de prueba presentó validez nomológica y todas sus hipótesis fueron aceptadas. Se verificó que la experiencia de marca impacta significativamente tanto en la lealtad de los foliones del carnaval, como en su propaganda boca a boca. Además, la lealtad incide también en dicha forma de comunicación. La varianza explicada para la lealtad ha sido de un 58% y de un 78% para la comunicación boca a boca.

Biografia do Autor

Frederico Rafael Vargas Rocha, Centro Universitário UNA

Doutorado em andamento em Marketing.  Universidad Rey Juan Carlos, URJC, Espanha. 

Mestrado em Marketing.  Universidad Rey Juan Carlos, URJC, Espanha. 

Graduação em Administração. Centro de Gestão Empreendedora, FEAD, Brasil. 

Luiz Rodrigo Cunha Moura, Centro Universitário UNA

Bacharel em Computação pela Univ. Federal de Viçosa. Especialista em Tecnologia da Informação e Gestão Empresarial pela PUC-MINAS Mestre em Administração pela UFMG Doutor em Administração pela UFMG Professor Adjunto do Centro Universitário UNA

Nina Rosa da Silveira Cunha , Universidade Federal de Viçosa - UFV

Doutorado em Economia Rural pela Universidade Federal de Viçosa - UFV

Mestre em Administração pela Universidade Federal de Minas Gerais - UFMG.

Bacharel em Direito pela Universidade de Itauna.

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2020-06-10

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Rafael Vargas Rocha, F., Moura, L. R. C., & Rosa da Silveira Cunha , N. (2020). La Experiencia de Marca y Sus Efectos en el Comportamiento de los Foliones en el Carnaval de Belo Horizonte. Marketing & Tourism Review, 5(1). https://doi.org/10.29149/mtr.v5i1.5648

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