Práticas Sustentáveis em atividades ao ar-livre: motivação, satisfação e lealdade na Região Norte de Portugal
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As atividades ao ar livre estão em sintonia com os valores da sustentabilidade e da conservação do ambiente e, a busca por estas atividades, têm vindo a aumentar recentemente. Vários estudos sobre atividades de ar livre buscam compreender a motivação, a satisfação e a lealdade dos praticantes destas atividades. Neste sentido, o objetivo deste trabalho é avaliar a relação entre a motivação, a satisfação e a lealdade dos praticantes de atividades de ar livre na Região Norte de Portugal. Para atingir este objetivo, foi aplicado um questionário a 216 praticantes de atividades de ar livre no Norte de Portugal. A análise descritiva foi utilizada para identificar o perfil sociodemográfico da amostra. O passo seguinte foi a aplicação de uma Análise Fatorial Exploratória, determinando duas dimensões das motivações. O último passo foi a definição de duas hipóteses testadas através da Regressão Múltipla Stepwise; H1: A motivação influencia positivamente a satisfação com as atividades de ar livre e H2: A motivação influencia positivamente a lealdade às atividades de ar livre. A terceira hipótese (H3: A satisfação influencia positivamente a lealdade às atividades de ar livre) foi testada através da aplicação de uma Regressão Múltipla Linear. Dois fatores de motivação (serviços/hospitalidade e serviços de natureza) foram estabelecidos numa correlação linear entre estes fatores e a satisfação e a lealdade. As pontuações de motivação foram depois utilizadas numa análise de regressão com a satisfação e a lealdade, revelando que os fatores de motivação têm uma relação significativa com a satisfação e a lealdade, apoiando assim as hipóteses H1 e H2. Uma vez que a satisfação demonstrou influenciar a lealdade nos destinos turísticos, foi efetuada uma análise de regressão linear para investigar a relação entre a satisfação e a lealdade. Os resultados confirmaram a hipótese H3, demonstrando que a satisfação é crucial para influenciar as intenções dos turistas de regressar à região, recomendá-la e falar positivamente sobre as atividades aí oferecidas.
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