Comportamento do consumidor em turismo em crises de saúde: um modelo usando a Teoria da Motivação de Proteção em hotéis-fazenda

• Ano de defesa: 2021
• Autor(a) principal: Daniela Drumond Franklin de Miranda e Rezende
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; Brasil; FACE - FACULDADE DE CIENCIAS ECONOMICAS; Programa de Pós-Graduação em Administração; UFMG
• Palavras-chave em Português: Pandemia; Risco percebido; Intenção de visitar; Disposição para pagar mais; Teoria da motivação de proteção; Doenças – Epidemiologia; Turismo; Comportamento do consumidor
• Link de acesso: http://hdl.handle.net/1843/40648

The impacts of a health crisis on the tourism sector can be severe, as has been the case with the current Covid-19 pandemic. The behavior of tourists, depending on the perceived risk, can change and needs to be understood, so that effective strategic actions can be created for a faster recovery of the sector's economy. In the current health crisis, due to restrictions imposed to prevent the spread of the disease, domestic tourism assumes a leading role, especially nature tourism, as it is associated with health and risk reduction. Thus, this research aims to investigate the relationships between perceived risk and its antecedents, the intention to visit and the willingness to pay to stay at farm hotels, during a health crisis. To achieve this objective, a literature review related to the themes and a quantitative survey were developed. In the literature review, the following themes were presented: farm hotels, protection motivation, travel motivation, prevention protocols, perceived risk, intention to visit and willingness to pay. The quantitative research was conducted by a survey, which obtained 441 valid respondents. Data were analyzed through sample characterization, descriptive analysis, confirmatory factor analysis, structural model, model explanation and prediction, importance-performance matrix, non-linear relationship, multigroup analysis and non-observed heterogeneity. Based on the results, it can be said that he Perceived Risk is formed by the Temporal Risk, Psychological Risk, Financial Risk, Physical Risk and Performance Risk dimensions, in order of salience, harming the Intention to Visit; Prevention Protocols have a linear and positive relationship with the Willingness to Pay; Protection Motivation is formed by the Vulnerability Severity, Response Effectiveness and Self-efficacy dimensions, in addition for having a positive relationship with the Perceived Risk; Relaxation, Escapism, Learning and Enthusiasm, in order of importance, are the dimensions of the Travel Motivation; this finally has a linear and positive effect with the Intention to Visit and the Willingness to Pay More, and a linear and negative effect with the Perceived Risk. Thus, it was found that nine hypotheses from this study were supported. The relationships between Perceived Risk and Willingness to Pay and Prevention Protocols with Intention to Visit and Perceived Risk were not supported. Finally, this research presents methodological, theoretical and managerial, contributions.