Electronic Word Of Mouth (e-wom) e Escolha do Destino Turístico Por Pessoa com Deficiência ou Mobilidade Reduzida (pcdmr)

Objetivo do estudo: Analisar o impacto do e-WOM   na escolha do destino turístico por pessoa com deficiência ou mobilidade reduzida (PcDMr).  

Metodologia/abordagem:  Trata-se de um estudo de natureza explicativa; dedutivo e quantitativo com a utilização de uma amostra não probabilística por conveniência, com 128 pessoas com deficiência ou mobilidade reduzida. A análise de dados foi realizada com auxílio do software SPSS Statistics versão 25. Utilizou-se métodos de estatística descritiva para a análise dos dados. Análise do Teste-T e correlação entre variáveis.

Originalidade/Relevância: Os estudos acadêmicos sobre o uso do e-WOM existentes não abordam a sua utilização por pessoas com deficiência ou mobilidade reduzida. A relevância acadêmica se dá face o crescimento do mercado do turismo acessível e da necessidade de conhecer melhor os hábitos deste segmento.

Principais resultados: Observou-se que a maioria dos respondentes com deficiência ou mobilidade reduzida viajam acompanhados e ao menos uma vez ao ano. Quanto a acessibilidade do destino, para os turistas PcDMr esta tem influência ou pode influenciar na escolha do destino turístico. No tocante ao uso das redes sociais a maioria dos respondentes PcDMr as utiliza, tendo sido encontrada uma importante correlação entre o uso das redes sociais e a sua influência na escolha do destino, e, comparando os resultados do grupo PcDMr com o de pessoas sem deficiência (PsD), verificou-se uma correlação menor destas. Por fim, verificou-se a influência do E-WOM  na escolha do destino turístico.

Contribuições teóricas/metodológicas: Apresenta os constructos e variáveis do turismo acessível e do e-WOM  e a utilização da internet pelo turista PcDMr e como ele afeta a escolha do destino turístico por PcDMr.

Contribuições sociais / para gestão: Possibilita aos analistas de mercado, profissionais de marketing, governo, empresários e pesquisadores da área do turismo, o desenvolvimento de ações eficazes para o atendimento do turista PcDMr.

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