A curiosidade como motivação para o turista brasileiro visitar a Europa
DOI:
https://doi.org/10.7784/rbtur.v13i3.1596Palavras-chave:
Curiosidade, Motivações push/pull, Turistas Brasileiros, Lealdade, SEMResumo
Embora o tema das motivações push and pull tenha recebido consideração crescente na literatura de comportamento turístico, pouca atenção tem sido dedicada à investigação da interação entre motivações de impulso único, fidelidade dos turistas e outras variáveis relevantes que influenciam seus comportamentos. Dada a sua relevância inquestionável na motivação do comportamento humano, sugerimos a curiosidade como motivação única, examinando suas relações causais com os atributos do destino (avaliados de forma holística), a atitude em relação ao destino e a lealdade. Em particular, testamos um modelo para uma amostra de 273 potenciais turistas brasileiros em direção à Europa, usando uma abordagem de modelagem de equações estruturais. Os dados se encaixam bem no “modelo da curiosidade” e os resultados destacam que a curiosidade desempenha um papel relevante na moldagem da atitude e na motivação pull, influenciando a lealdade dos turistas. Consequentemente, gestores de destinos e instituições da União Europeia devem valorizar o papel da curiosidade, a atitude em relação ao destino e motivações pull na definição das políticas de marketing.
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