Correlações Entre Níveis Reforçadores Utilitário e Informativo de Destinos Turísticos e Indicadores Comportamentais de Memorabilidade: Um Estudo sobre Consumo de Experiência

Abstract

New consumption prosecure are entering the contemporany society. One of the highlights is the experience consumption, one type of commercialization on which the consumer acquires not only a product or a service, but also the history, experience and feeling that can be add in the product. The consept of experience comsumption can be approched by the consideration of experience consumption memorability which refers to a consistent, vivid and permanent memory induction of past interactions made by consumers with the properties of products and services consumed. Given this fact, the present study is based on the empiric treatment of the experience consume under the optic of Behavioral Perspective Model (BPM), from the analysis of the relationship between reinforces levels of touristic destinations and memorability of the consumer experience. From the Behavioral PerspectiveModel (BPM), consumer behavior analysis can be realized considering background varies (scenario of behavior and history of consumers learning) and consequences (reinforcements and punishment, utilities and informative) to the occurance of behavior. The present thesis investigated the correlation between magnitude values of utilities reinforcements and informative of 5 (five) touristic places of state of Goiás, Brazil, which are part of the set of Development and Tourism Inductors Counties of Goias’ State aiming to order destinations that are characterized by low magnitude utilities and informative. The second step was characterized by data collecting presential in the selected destinations when the occurrency of touristic events in the locations, aiming atualization and constituency of reinforcement utilities and informative levels of destination, and calculating the beginners levels of memorability. The third step was composed by data collecting (by internet) temporally spaced aiming the calculation of memorability indexes regarding temporally remote moments of that referred touristic experience. The results showed that there is a positive correlation between levels of reinforcement and memorability, so that experiences in locations with higher reinforcing magnitudes can become more memorable.