Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2016-05-03T22:38:29Z No. of bitstreams: 1 MarcioMarreiroDasChagas_TESE.pdf: 4275338 bytes, checksum: 7d1622536a4808553d1e4e34b3a1bc9b (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2016-05-04T22:54:20Z (GMT) No. of bitstreams: 1 MarcioMarreiroDasChagas_TESE.pdf: 4275338 bytes, checksum: 7d1622536a4808553d1e4e34b3a1bc9b (MD5) / Made available in DSpace on 2016-05-04T22:54:20Z (GMT). No. of bitstreams: 1 MarcioMarreiroDasChagas_TESE.pdf: 4275338 bytes, checksum: 7d1622536a4808553d1e4e34b3a1bc9b (MD5) Previous issue date: 2015-09-01 / O estudo analisou a influ?ncia da Imagem de Destinos, Satisfa??o e Motiva??es na inten??o de realizar Comunica??o Boca a Boca Eletr?nica Positiva (eWOM) entre turistas, por meio do Facebook. Al?m disso, almejou especificamente levantar o perfil s?cio-demogr?fico e a frequ?ncia de publica??es de eWOM dos respondentes, avaliou a adequa??o das vari?veis manifestas para composi??o das dimens?es Qualidade, Satisfa??o, Imagem, Motiva??es e Boca a Boca Eletr?nico Positivo. E, por ?ltimo, analisou o modelo relacional entre Qualidade, Satisfa??o, Imagem e Motiva??es na explica??o do engajamento em Boca a Boca Eletr?nico Positivo. Para tanto, foi realizado um estudo regido pela l?gica hipot?tico-dedutiva, sendo descritivo com rela??o aos seus objetivos. A abordagem anal?tica foi quantitativa, do tipo survey. O tipo de amostragem foi n?o-probabil?stica, por conveni?ncia, com a escolha do sujeito tendo sido realizada de forma sistem?tica, utilizando-se o tempo como fator de sistematiza??o, numa tentativa de tornar aleat?ria a sele??o dos respondentes. A amostra do estudo foi composta por 355 turistas. O instrumento utilizado foi o formul?rio, cujas respostas foram coletadas nos principais pontos de entrada, sa?da e passeio de turistas na praia da Pipa/RN. A an?lise dos dados foi desenvolvida por meio de estat?sticas descritivas e multivariadas, notadamente an?lise fatorial explorat?ria e confirmat?ria e modelagem de equa??es estruturais. Dentre os principais resultados, foi poss?vel confirmar que as Motiva??es, a Satisfa??o e a Imagem afetam fortemente a inten??o de realizar Boca a Boca Eletr?nico Positivo. Destaque ? dado para as Motiva??es, uma vez que demonstram maior impacto na explica??o da vari?vel dependente, seguido pela Satisfa??o e pela Imagem. Esta ?ltima, no entanto, de forma inversamente proporcional. Dentre as Motiva??es, aquela que apresenta maior percentual de vari?ncia explicada pela dimens?o s?o os Benef?cios Sociais buscados pelo turista, tendo o Desejo de Ajudar outros Turistas e o de Extravasar Emo??es Positivas apresentado o mesmo percentual. As vari?veis manifestas demonstram-se plenamente aceit?veis de serem tomadas como reflexos de seus respectivos fatores. As implica??es te?ricas e pr?ticas destes resultados s?o discutidas, como tamb?m apresentadas as principais conclus?es, limita??es e recomenda??es deste estudo. / This study examined the influence of the tourism destination image as well as satisfaction and motivation in the intention of engaging in a positive electronic word of mouth (eWOM) by tourists through Facebook. In addition, it was also specifically expected to assess the sociodemographic profile and frequency of eWOM publications from those who answered the questions; it also assessed the adequacy of the manifested variables for composition of the following dimensions: Quality, Satisfaction, Image, Motivations and Positive Electronic Word of Mouth (eWOM). And finally, it analyzed a relational model where there are relationships between Quality, Satisfaction, Image and Motivations in the explanation of engagement in the Positive Electronic Word of Mouth (eWOM). With this aim it was conducted a study, based on a hypothetical-deductive logic, which was descriptive in relation to its goals. The analytical approach was quantitative (a survey). The sampling procedure was non-probabilistic, by the convenience method of sampling specifically, having the choice of the subject been made through the probabilistic systematic method, and using time as a factor of systematization in an attempt of making randomly the selection of the interviewed people. The study sample consisted of 355 tourists. The used instrument to collect information was the structured questionnaire whose answers were collected in the main points of entry, exit and rides of tourists on the Pipa?s Beach/RN. Data analysis was carried out using descriptive and multivariate statistics, mainly exploratory and confirmatory factor analysis and structural equation modeling. Among the main results, it was possible to confirm that the Motivations, Satisfaction and Image strongly affect the intention of engaging in positive electronic word of mouth (eWOM). Emphasis is given to the motivations, as they demonstrate bigger impact in explaining the dependent variable; they are followed by the satisfaction and the image. The latter, however, is inversely proportional. Among the motivations, the one with the highest percentage of variance were the social benefits sought by tourists; and presenting the same percentage appears the desire to help other tourists and to vent Positive Emotions. The manifested variables demonstrate to be fully acceptable to be taken as reflexes of their respective factors.