A Percepção do Turista sobre a Imagem Empresarial: um Instrumento de Estratégia Mercadológica

Marília Pereira da Cruz; Michele Galdino Câmara

doi:10.34624/rtd.v1i17/18.12769

Marília Pereira da Cruz Universidade do Estado do Rio Grande do Norte - UERN
Michele Galdino Câmara Universidade do Estado do Rio Grande do Norte – UERN

DOI: https://doi.org/10.34624/rtd.v1i17/18.12769

Keywords: Corporate image, Travel Agency, Tourist

Abstract

This paper presents a study of the perception of tourists regarding the image of the Corporation based on concepts developed by administration and tourism researchers. The article discusses the influence of indicatives as: logo, slogan, brochures, services, products, facilities and uniforms. Specifically, the study intended to diagnose from the customers’ perception, if the image of Corporate travel agencies can be used as an aid to marketing strategies. The preparation of the
instrument for data collection was carried out based on a quantitative survey, addressing key issues to support the research. The methodology was exploratory and descriptive, being considered as a case of study. The survey was administered to 70 clients of an agency of Natal / RN-Brazil, in the months from May to June 2011, and the data were obtained through structured questionnaires with closed questions using a Likert scale of 7 measuring points (classifying variables in the range of “total disagreement” to “total agreement”). The results showed that, from the customer’s standpoint, the corporate image is an important factor in the purchase decision process, making it an important tool for marketing strategy.