Uma Revisão Sistemática do Brand Love nas pesquisas em Turismo

José William de Queiroz Barbosa; Lissa Valéria Fernandes Ferreira

Autores

José William de Queiroz Barbosa Universidade Federal do Rio Grande do Norte (UFRN) https://orcid.org/0000-0002-0466-4205
Lissa Valéria Fernandes Ferreira Universidade Federal do Rio Grande do Norte (UFRN)

Palavras-chave:

Brand love, Revisão sistemática, Pesquisas em turismo, turismo

Resumo

Este estudo tem por objetivo realizar uma revisão sistemática da produção científica envolvendo brand love nas pesquisas em turismo. Trata-se de uma pesquisa descritiva de abordagem qualitativa. Para tanto, buscou-se artigos nas bases de dados Scopus e Web of Science a partir dos termos ‘brand love’ and ‘tourism’, entre 2015 e 2021, resultando em uma amostra final de 21 estudos. Para análise das publicações, que foi feita com base em três categorias analíticas, recorreu-se ao software Iramuteq, no qual foram realizadas a Classificação Hierárquica Descendente (CHD), a Análise Fatorial de Correspondência (AFC) e a nuvem de palavras. Os resultados permitiram extrair cinco clusters: (1) destinos turísticos; (2) empreendimentos hoteleiros; (3) cultura; (4) papel do residente; e (5) consumo turístico. Também foi possível elencar recomendações para pesquisas futuras a partir dos estudos avaliados. Esta pesquisa fornece subsídios informacionais acerca da produção científica sobre brand love no turismo/hospitalidade. Os pesquisadores da área poderão usufruir de um panorama dos estudos nesta seara, a fim de dar continuidade ao desenvolvimento do construto no cenário turístico, uma vez que este tópico ainda é recente nas investigações em turismo.

Biografia do Autor

José William de Queiroz Barbosa, Universidade Federal do Rio Grande do Norte (UFRN)

José William de Queiroz Barbosa – Mestre. Doutorando, Programa de Pós-Graduação em Turismo, Universidade Federal do Rio Grande do Norte, Natal, RN, Brasil. Bolsista Capes. https://orcid.org/0000-0002-0466-4205 E-mail: william.queirozb@hotmail.com

Lissa Valéria Fernandes Ferreira, Universidade Federal do Rio Grande do Norte (UFRN)

Lissa Valéria Fernandes Ferreira – Doutora. Professora na Universidade Federal do Rio Grande do Norte, Natal, RN, Brasil. https://orcid.org/0000-0003-2434-6981 E-mail: lissaferreira.iadb@yahoo.es

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