MEASUREMENT MODEL OF THE PROJECTED AND PERCEIVED IMAGE THROUGH THE ORGANIZATIONAL IDENTITY OF THE VOLVO OCEAN RACE STOPOVER ITAJAÍ BRAZIL SPORT EVENT
Location
Gran Canaria
Participation
Attend Online/Virtually
Type of Submission
Paper Presentation
Short Abstract
Purpose: The success of a tourism product depends on the way it is positioned by its identity, whose reflection is translated into the perceived image, thus demanding the use of strategies that contribute to transmitting a good image. Studies on image emphasize the importance of knowing the perceived image, as well as the image projected through communication channels. In this context, the objective of the research was to propose a model for measuring the Projected and Perceived Image through the Organizational Identity of the Volvo Ocean Race Stopover Itajaí, Brazil. Design / methodology: The study universe includes members of the organizing committee and stakeholders with documentary analysis of the event's media and digital social networks. In-depth interviews were conducted using Collective Subject Discourse for data interpretation. Documentary analysis was by means of Deductive Content Analysis and Correspondence Analysis. Findings: The results supported the 3 secondary hypotheses of the research, leading to confirm the central hypothesis that the Constructed Organizational Identity, projected by the image, is perceived by visitors to the Event studied. Originality / value: It is understood as fundamental the expansion of studies regarding Identity and the possibility of its application in tourist events, as social representations, as support also to communication strategies and marketing.
MEASUREMENT MODEL OF THE PROJECTED AND PERCEIVED IMAGE THROUGH THE ORGANIZATIONAL IDENTITY OF THE VOLVO OCEAN RACE STOPOVER ITAJAÍ BRAZIL SPORT EVENT
Gran Canaria
Purpose: The success of a tourism product depends on the way it is positioned by its identity, whose reflection is translated into the perceived image, thus demanding the use of strategies that contribute to transmitting a good image. Studies on image emphasize the importance of knowing the perceived image, as well as the image projected through communication channels. In this context, the objective of the research was to propose a model for measuring the Projected and Perceived Image through the Organizational Identity of the Volvo Ocean Race Stopover Itajaí, Brazil. Design / methodology: The study universe includes members of the organizing committee and stakeholders with documentary analysis of the event's media and digital social networks. In-depth interviews were conducted using Collective Subject Discourse for data interpretation. Documentary analysis was by means of Deductive Content Analysis and Correspondence Analysis. Findings: The results supported the 3 secondary hypotheses of the research, leading to confirm the central hypothesis that the Constructed Organizational Identity, projected by the image, is perceived by visitors to the Event studied. Originality / value: It is understood as fundamental the expansion of studies regarding Identity and the possibility of its application in tourist events, as social representations, as support also to communication strategies and marketing.
https://docs.lib.purdue.edu/itsa/ITSA2022/ITSA2022/70