Viagens de brasileiros: um modelo de relações entre experiência turística memorável, mindfulness, transformações pessoais e bem-estar subjetivo

Abstract

Companies have the opportunity to strengthen their ties with consumers by providing experiences rather than goods or services. In the tourism context, some experiences can be memorable and unforgettable, but little is known about the personal transformations generated through memorable trips. This work presents the state of the art of tourism experience with a theoretical approach composed by experiential marketing, tourism experience and its models and dimensions. The purpose of this research is to understand the main elements of the memorable tourism experience and its consequents. The methodological approach was mixed, composed by three complementary stages. The first stage was qualitative and exploratory, seeking to understand the processes and elements of memorable trips. Then, the second stage, also exploratory, aimed operationalizing constructs for the third stage questionnaire. Finally, the third step, quantitative and descriptive, tested models with variables based on the literature and the qualitative steps. Data collection involved narrative (Step 1), mini- focus groups and interviews (Step 2) and survey (Step 3). Data analysis involved the Grounded Theory, Content Analysis and Structural Equation Modeling, respectively. Among the results of the first stage of the research, we propose a data-based theoretical framework which highlights the main attributes that impact a memorable trip, composed by the following dimensions: i) environmental / sociocultural, ii) interrelational influences, and iii) individual / psychological influences. It is also suggested that the processes of ambiance, socialization and feeling are essential for the tourist experience of memorable experiences. In the third step of the research, two models (adjusted and final) were tested based on two distinct samples (pilot and final). The results show that mindfulness negatively impacts MTE. In addition, we prove that the MTE is a multidimensional construct composed of the dimensions proposed in the research framework of stage 1, and 10 factors (Environment, Culture, Relationship with Travel Companions, Relationship with Tourists, Relationship with Local Agents, Novelty, Dream, Emotion, Meaning and Refreshment). Another multidimensional construct proposed and tested in the research is the personal transformations. It is emphasized that the personal transformations resulting from memorable tourism experiences are composed by learning, behavioral transformations and transformations in abilities and personal skills. Moreover, the consequent MTE variables statistically supported in this study are travelers' memories, personal transformations, subjective well-being, behavioral intentions, and place attachment. Finally, it is attested that, at least for the Brazilians who answered the questionnaire, their memories determine the place attachment. The impact of memory on behavioral intentions, although, was only confirmed in the final model. Finally, it is proposed that this thesis intends to contribute to the tourism development of Brazilian destinations by offering products, services and experiences that are memorable for tourists and generate transformations not only for them but for society.