A Experiência Turística de Storytelling nos Centros Históricos de Portugal

Andreia Pereira, Carla Silva, Claudia Seabra

Abstract


Objectivo: O presente estudo tem como objectivo a análise de experiências de Storytelling em Centros Históricos reconhecidos como Património Mundial da UNESCO, em Portugal. Com base na revisão de literatura são descritos diferentes factores que influem diretamente na ligação afectiva e cognitiva entre os turistas e os destinos. Simultaneamente pretende-se entender como as estórias contribuem para o nível de empatia estabelecida entre o storyteller e o turista.

Metodologia: O estudo empírico foi concretizado com base em questionários realizados nos Centros Históricos de Évora, Guimarães e Porto. Consideram-se cinco dimensões de experiência: (1) sense, (2) feel, (3) think, (4) act e (5) relate do modelo de Schmitt (1999). No estudo de Place-attachment são analisadas quatro dimensões: place-identity, place-dependance, place affect, place social bonding (Kyle, Graefe, & Manning, 2005). Na avaliação da Empatia foi adaptada a escala de Escalas & Stern (2003). 

Resultados: Este artigo conceptual pretende colaborar para a investigação de storytelling no mercado turístico. Apesar de uma extensa revisão de literatura, o estudo de storytelling em turismo ainda é bastante limitado.

Originalidade: Em cada viagem os turistas são expostos a diferentes elementos culturais, sendo as estórias um dos maiores atrativos intangíveis. Estas narrativas têm a capacidade de aproximar os turistas aos destinos e tornar a experiência turística única e inesquecível. Apesar da sua importância, o estudo de storytelling em turismo ainda é escasso, justificando-se a pertinência e originalidade desta temática.

Palavras-Chave: Storytelling, Turismo Cultural, Experiência, Place-Attachment, Empatia


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References


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European Journal of Applied Business and Management

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