O efeito da inovação na relação entre satisfação com o destino turístico, autopromoção no Instagram, recomendação e intenção de revisitar

Abstract

Tourism is one of the most important service sectors in the world and understanding tourist consumer behavior is an indispensable task for the development of this sector. That said, tourist satisfaction and its consequences is a hotly debated topic in the area of tourism and innovation emerges as an important aspect in this context. In this sense, this study proposes to analyze the effect of innovation on the relationship between satisfaction with the tourist destination, self-promotion on Instagram, recommendation and intention to revisit. Firstly, a qualitative and exploratory study was carried out, based on a focus group, in order to verify which factors lead to satisfaction. Subsequently, a quantitative and descriptive study was carried out, based on the survey method, with a sample of 180 Instagram users who took a leisure trip in 2021. For data analysis, descriptive analysis techniques, exploratory factor analysis were used. and structural equation modeling. As for the results, it was found that satisfaction with the tourist destination is not related to self-promotion on Instagram, however, it is related to the recommendation and intention to revisit the tourist destination. Regarding innovation, it was noticed that it moderates the relationship between satisfaction with the tourist destination and the variables: self-promotion on Instagram and intention to revisit; however, innovation does not moderate the relationship between satisfaction with the tourist destination and recommendation. Therefore, the results suggest that destination managers should invest in aspects that increase the level of tourist satisfaction, as it will contribute to the recommendation and revisitation of the visited place. Furthermore, the results suggest that there is an investment in innovative services, because when tourists see innovation and are satisfied, they intend to return to the visited destination and promote themselves on Instagram, the latter being a motivating factor for sharing experiences.