Comportamento Planejado, Comportamento Passado e Familiaridade: Análise de Eficiência destes Preditores na Intenção de Ir à Vesperata de Diamantina-MG, Brasil / Theory of Planned Behavior, Past Behavior and Familiarity: Analysis of the Efficiency of these Predictors in the Intention to Visit Diamantina-MG Vesperata, Brazil

Resumo

RESUMO

O turismo é um importante setor econômico. Entender a intenção de viagem das pessoas pode ser útil para o planejamento dos destinos, no atendimento à demanda da melhor forma possível. Nesse sentido, este estudo tem como objetivo avaliar o que influenciaria a intenção de ir à Vesperata de Diamantina, no Estado de Minas Gerais, utilizando para tal a Teoria do Comportamento Planejado, com a inclusão dos construtos comportamento passado e familiaridade. Para tanto, foi realizada pesquisa bibliográfica para elaboração de questionário, seguida de pesquisa quantitativa com 125 respondentes, sendo 101 válidos. Os resultados encontrados demonstraram relevância na inclusão dos novos construtos, que apresentaram efeito positivo na intenção de ir ao evento. Por outro lado, a atitude e a norma subjetiva, não apresentaram efeitos significativos na intenção, corroborando com estudos que tratam da complexidade da escolha de um destino turístico e da dificuldade de previsão da intenção, como em outros comportamentos mais comuns.

PALAVRAS-CHAVE

Turismo; Teoria do Comportamento Planejado; Comportamento Passado; Familiaridade; Vesperata de Diamantina, Minas Gerais, Brasil.

ABSTRACT

Tourism is an important economic sector. Understanding people's travel intentions can be useful for planning destinations, meeting demand as well as possible. In this sense, this study aims to assess what would influence the intention to go to the Diamantina Vesperata, in the State of Minas Gerais [Brazil], using the Theory of Planned Behavior for this purpose, with the inclusion of the constructs past behavior and familiarity. The methodology included bibliographic research for questionnaire elaboration, followed by quantitative research with 125 respondents, 101 of which are valid. The results showed relevance in the inclusion of the new constructs, which had a positive effect on the intention to attend the event. On the other hand, the attitude and the subjective norm did not present significant effects on the intention, corroborating with studies that deal with the complexity of the choice of tourist destination and the difficulty of forecasting the intention, as in other more common behaviors.

KEYWORDS

Tourism; Theory of Planned Behavior; Familiarity; Past Behavior; Diamantina Vesperata, Minbas Gerais, Brazil.

AUTORIA

Cristiane Gontijo Araújo - Mestranda na Universidade Federal de Minas Gerais, Belo Horizonte, Minas Gerais, Brasil. Currículo: http://orcid.org/0000-0003-2651-5187 E-mail: crisssgontijo@gmail.com

Isabela Gontijo Tolentino - Mestranda na Universidade Federal de Minas Gerais, Belo Horizonte, Minas Gerais, Brasil. Currículo: http://orcid.org/0000-0002-1908-1686 E-mail: isabelagtolentino@gmail.com

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PROCESSO EDITORIAL

Recebido: 18 MAI 20; Aceito: 15 OUT 20.