Desporto e turismo: como é que a Geração Z da Indonésia promove os destinos e as suas intenções de viagem através de eventos maratona?
DOI:
https://doi.org/10.47197/retos.v75.117797Palavras-chave:
Turismo desportivo, imagem do destino, intenção de viagem, Geração Z, eventos de maratonaResumo
Introdução: As maratonas tornaram-se um elemento-chave do turismo desportivo, atraindo participantes que também contribuem para a promoção dos destinos. Para a Geração Z indonésia, as experiências em maratonas e o envolvimento nas redes sociais podem influenciar significativamente a imagem do destino e as intenções de viagem.
Objectivo: Este estudo analisa como as experiências em maratonas e o uso das redes sociais impactam a imagem do destino e as intenções de viagem entre a Geração Z indonésia, com a imagem do destino a funcionar como mediadora.
Metodologia: Foram entrevistados 317 jovens da Geração Z que participaram em maratonas. Os dados foram recolhidos através de uma escala Likert de 4 pontos, e a modelação de equações estruturais com mínimos quadrados parciais (PLS-SEM) foi utilizada para avaliar as medidas e as relações estruturais.
Resultados: As experiências em maratonas e o envolvimento nas redes sociais influenciam significativamente a imagem do destino e as intenções de viagem. A imagem do destino medeia estas relações, e o modelo demonstra um bom poder explicativo.
Discussão: Experiências positivas em maratonas e o uso ativo das redes sociais aumentam o apelo do destino para a Geração Z, em consonância com estudos anteriores em turismo desportivo e marketing de eventos.
Conclusões: As maratonas funcionam como ferramentas desportivas e promocionais que fortalecem a imagem do destino e incentivam as viagens entre a Geração Z. A integração das experiências dos eventos com as estratégias das redes sociais pode apoiar o turismo desportivo sustentável na Indonésia.
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