La curiosidad como motivación del turista brasileño de visitar Europa
DOI:
https://doi.org/10.7784/rbtur.v13i3.1596Palabras clave:
Curiosidad, Motivaciones push/pull, Viajeros Brasileños, Lealtad, SEMResumen
Si bien el tema de las motivaciones push and pull ha sido cada vez más considerado en la literatura sobre el comportamiento de los turistas, se ha prestado poca atención a la investigación de la interacción entre las motivaciones de un impulso único con la lealtad de los visitantes y otras variables relevantes que influyen en sus comportamientos. Dada su indudable relevancia en motivar el comportamiento humano, proponemos la curiosidad como un motivo de impulso único, examinando sus relaciones causales con los atributos de destino (evaluados de manera holística), la actitud hacia el destino y la lealtad. En particular, probamos un nuevo modelo de investigación en una muestra de 273 potenciales viajeros brasileños hacia Europa, utilizando un enfoque metodológico de ecuaciones estructurales. Los datos se ajustaron moderadamente bien al “modelo de curiosidad” y los hallazgos destacaron que la curiosidad desempeña un papel crucial en la configuración de la actitud y la motivación, y en la influencia de la lealtad de los turistas. En consecuencia, los gestores de destinos o las instituciones de la Unión Europea deberían magnificar el papel de la curiosidad, la actitud hacia el destino y las motivaciones en la definición de las políticas de marketing.
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