Análise das motivações do turista na escolha de uma destinação, com base no modelo de cadeia meios-fins

Abstract

Research in motivation gives an understanding of the internal forces that lead an individual to behave in a certain way, and this enhances the understanding of the process of consumer decision making. The Means-Ends Chain model can provide information about consumers, as it assumes that the attributes of products and services produce specific benefits or consequences which, in turn, have a connection with individuals personal values. The aim of this study was to analyze the motivations of tourists when choosing a destination, based on the Means-End Chain model of Gutman (1982). A descriptive, quantitative, self-administered questionnaire was applied to 322 young university students in the town of Balneário Camboriú, in the State of Santa Catarina. The data were analyzed using descriptive statistics and multivariate analysis, specifically cluster analysis and correspondence. The results revealed that the most important criteria in consumers choice of tourism destination were: safety, positive sense of place, atmosphere, price, and sights. It was also found that these selection criteria were subdivided into two distinct groups, those seeking more peace and quiet, and those seeking more fun. It was found that when consumers decide on a tourism destination, they look first for well-being, followed by more fun and getting away from it all. Another factor that motivates their choice is the personal value of pleasure, happiness and freedom.