Fatores que influenciam a experiência e satisfação do turista: O caso dos produtos verdes sustentáveis

Resumo

Sustainability is a factor that cannot be ignored today, neither in investment decisions nor in political decisions on the planning and management of tourism destinations. The creation of green products is therefore a fundamental requirement to attract tourists without jeopardizing the sustainability of the ecosystems in which tourism takes place. This study seeks to understand what factors influence the buyer behavior of tourists when consuming green products. A mixed research approach was used in which tourists and visitors who have visited and/or consumed products classified as natural or green were interviewed by means of a questionnaire. According to the results, consumers consider it important to protect the environment and avoid environmental damage, where Governments play an important role in drafting legislation to protect the environment. Respondents have the awareness that the environment is deteriorating where environmental awareness is a reason for satisfaction and influences consumer behavior when purchasing tourism products. This suggests the need for significant investment in a wider range of ecological/green tourism products by the various tourism providers to attract and retain satisfied customers. The aim of this study is to develop a specific exploratory combinations factor for the buyer behavior of environmentally friendly products in the tourism sector, which will help stakeholders to make decisions and evaluate environmentally friendly measures and businesses contributing to the satisfaction of users who are sensitive to the issues of sustainability and environmental preservation.