Nature-Based Destination Image: An exploratory study on the formation of the destination image of the Legal Amazon.

Presenter Information

Paula Cristina Pereira Rodrigues Chaves Drª., Universidade do Estado do Amazonas (UEA)Follow
Francisco Antônio dos Anjos Dr., Universidade do Vale do Itajaí -UNIVALIFollow
Marklea da Cunha Frest Dra., Universidade do Estado do Amazonas (UEA)Follow

Location

Gran Canaria

Participation

Attend the conference at Gran Canaria in person.

Type of Submission

Paper Presentation

Short Abstract

Abstract: This study aims to measure the Nature-Based Destination Image (NBDI) of the Legal Amazon among national tourists, verifying the image successors related to satisfaction, WOM /e- WOM, recommendation and revisit. With a predominantly quantitative approach, the study presents two purification stages: 1) a group of 15 experts and 2) 151 national tourists. To test convergence and reliability, Exploratory Factor Analysis (EFA) was used, with Bartlett's sphericity and KMO and reliability by McDonald's Omega. The findings revealed that 58 variables are suitable to measure the image of the Brazilian Amazon destination, suggesting internal consistency with good convergence and reliability indexes. The successors of the image presented good performances, especially the WOM/e-WOM and Recommendation components. With theoretical, empirical and managerial contributions, the study presents as unprecedented the measurement of destination image based on nature, a theme still absent in the literature, applying the IDBN theoretical matrix developed by Chaves, 2021, in the Legal Amazon destination, with national tourists. It is recommended that future studies test the results with international tourists with a larger sample and with estimators of psychometric properties, in order to validate a model for measuring the NBDI.

Keywords: Destination Image, Nature-Based Destination Image, Legal Amazon, Behavioral Intention