CC BY
18
UDC 338.48 EDN: EEQXDS
DOI: 10.24412/1995-0411-2022-2-81-94
Juliana Cardoso de SANTANA
University of Paulista (Campina Grande, State of Paraiba, Brazil) Master in Business Administration; ORCID: 0000-0003-1949-1471 Kettrin Farias Bem MARACAJA
Federal University of Campina Grande (Campina Grande, State of Paraiba, Brazil) PhD in Natural Resources; e-mail: [email protected] ORCID: 0000-0002-8189-109X Petruska de ARAUJO MACHADO
Federal University of Rio Grande do Norte (Natal, State of Rio Grande do Norte, Brazil) PhD in Administration; e-mail: [email protected] ORCID: 0000-0003-1107-8180 Tiago Savi MONDO
Federal University of Santa Catarina (Florianopolis, State of Santa Catarina, Brazil) PhD in Administration; e-mail: [email protected] ORCID: 0000-0002-8929-1339
PERCEPTIONS OF TOURIST COMMENTS THROUGH THE SEMANTIC NETWORK OF A CULTURAL TOURISM ATTRACTION IN PARAiBA, BRAZIL
Abstract. Tourism is one of the principal sectors of the economy that makes an important contribution to the distribution of income in society. Tourist activity has shown great expansion and participation in the economy, while developing in an atmosphere of intense competition and demand on the part of its users. The objective of this research is to analyze tourists perception of the quality of services offered in a cultural tourism attraction in Paraiba. The studied object, located on the coast of Joao Pessoa - PB, stands out for being a pioneer in the activities offered, since it is the only one that offers cultural and environmental immersion in Brazil having a set of 32 villages of the Potiguara ethnicity. To support the research, studies on the evaluation of services in tourism were adopted, specifically the TOURQUAL Model. The data was obtained through mixed qualitative research on TripAdvisor, and the data was analyzed based on the 28 TOURQUAL indicators. It was noted that the destination was well evaluated, considering the reality of a little explored community-based cultural tourism, since this research is the first carried out in the place, which covers a total of 32 indigenous villages that offer cultural and environmental immersion in the Potiguara ethnic group. The studied destination has a remarkable potential for growth, where in the research, improvements were suggested so that the destination can be more recognized in the national scenario. In addition, the significant engagement of local public bodies stands out, as the destination's initiatives move the local economy, generating income and employment.
Keywords: Quality of services, TOURQUAL, Cultural tourism, Indigenous tourism, Semantic network
Citation: De Santana, J. C., Maracaja, K. F. B., De Araujo Machado, P., & Mondo, T. S. (2022). Perceptions of tourist comments through the semantic network of a cultural tourism attraction in Paraiba, Brazil. Sovremennye problemy servisa i turizma [Service and Tourism: Current Challenges], 16(2), 81-94. doi: 10.24412/1995-0411-2022-2-81-94.
Article History
Received 13 April 2022 Accepted 1 June 2022
Disclosure statement
No potential conflict of interest was reported by the author(s).
© 2022 the Author(s)
This work is licensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0). To view a copy of this license, visit https://creativecommons.org/licenses/by-sa/4.0/
УДК 338.48 EDN: EEQXDS
DOI: 10.24412/1995-0411-2022-2-81-94
Хулиана Кардосо де САНТАНА
Университет Паулиста (Кампина-Гранде, шт. Параиба, Бразилия) магистр делового администрирования; ORCID: 0000-0003-1949-1471 Кеттрин Фариас Бем МАРАКАХА
Федеральный университет Кампина-Гранде (Кампина-Гранде, шт. Параиба, Бразилия) кандидат наук в сфере природных ресурсов; e-mail: [email protected] ORCID: 0000-0002-8189-109X Петруска де АРАУЖО МАЧАДО
Федеральный ун-т Риу-Гранди-ду-Норти (Натал, шт. Риу-Гранди-ду-Норти, Бразилия) кандидат наук в сфере управления; e-mail: [email protected] ORCID: 0000-0003-1107-8180 Тьяго Сави МОНДО
Федеральный ун-т Санта-Катарины (Флорианополис, шт. Санта-Катарина, Бразилия) кандидат наук в сфере управления; e-mail: [email protected] ORCID: 0000-0002-8929-1339
ИЗУЧЕНИЕ ОТЗЫВОВ ТУРИСТОВ О КУЛЬТУРНЫХ ТУРИСТИЧЕСКИХ АТТРАКЦИЯХ В ПАРАИБЕ (БРАЗИЛИЯ) МЕТОДОМ СЕМАНТИЧЕСКИХ СЕТЕЙ
Туризм является одним из основных секторов экономики, который делает важный вклад в распределение доходов в обществе. Туристская индустрия демонстрирует стремительный рост и оказывает значительное влияние на экономику, развиваясь в условиях интенсивной конкуренции и высокого спроса на туристические услуги. Целью данного исследования является анализ восприятия туристами качества услуг, предлагаемых в объектах культурного туризма штата Параиба. Столица штата - г. Жуан-Песоа, расположенная на побережье, отличается разнообразием туристского предложения в сфере культурного и экологического туризма. Также важным является факт расположения здесь 32 деревень этнической группы потигуара - коренного народа Бразилии. В статье использована модель TOURQUAL для оценки услуг в сфере туризма. В частности, на основе 28 показателей TOURQUAL были изучены и проанализированы отзывы туристов на TripAdvisor об изучаемой территории. Результаты свидетельствуют, что дестинация оценивается туристами в целом положительно. Данное исследование для территории Параиба проводилось впервые, оно охватило в общей сложности 32 деревни коренных народов, которые предлагают культурное и экологическое погружение в жизнь и быт народа потигуара. Изучаемое направление туризма имеет значительный потенциал для роста, однако не лишено недостатков. В ходе исследования были сформулированы рекомендации для развития культурного и экологического туризма в Параибе, которые направлены на включение его в национальную стратегию развития туризма. К развитию туризма в Параибе должны быть привлечены местные государственные органы власти, поскольку туристические инициативы в дестинации позволяют повышать уровень местной экономики, создавать новые источники дохода и рабочие места.
Ключевые слова: качество услуг, TOURQUAL, культурный туризм, этнический туризм, семантическая сеть
Для цитирования: Сантана Х.К., Маракаха К.Ф.Б., Араужо Мачадо П., Мондо Т.С. Изучение отзывов туристов о культурных туристических аттракциях в Параибе (Бразилия) методом семантических сетей // Современные проблемы сервиса и туризма. 2022. Т.16. №2. С. 81-94. DOI: 10.24412/1995-0411-2022-2-81-94.
Introduction
Tourism, considering one of the main sectors of the economy in developed and developing countries, can generate income and employment, contributing to the reduction of local and regional inequalities (Rabahy, 2019; Haddad, Porsee & Rbahy, 2013).
Initially, in the mid-1960s, tourism was recognized solely by the practice of leisure and recreational activities, but in the mid-1990s, there was a notable change in the sector, due to economic growth, increase in family income, the use of new technologies, means of transport and communications, factors that contributed to making displacements more accessible and popular (Ramos & Costa, 2017).
In the international context, tourism, even in the midst of economic and political challenges, especially in 2017, exceeded all growth expectations, reaching a 7% increase in international travel compared to 2016 (WTTC - World Travel & Tourism Council, 2018). In Brazil, according to data from the Ministry of Tourism (2018), the direct participation of tourism in the economy reaches about US$56.8 billion, which represents 8.5% of GDP, a significant portion of contribution to the Brazilian economy.
Due to the expansion of tourism, the activity becomes more complex in relation to demand, trends, supply, industry, management, planning instruments (Ramos & Costa, 2017), making it take on a new perspective, of experience, no longer restrictively to the definitions of displacement or even the sale of products and services, according to Matovelle & Baez (2018). In this way, tourists have become more critical, considering not only the price, but the perceived quality (Mondo, Da Silva & Vidor, 2018) during their experiences in the selection process.
The concern and commitment of managers towards planning activities and managing customer satisfaction are interests justified by the new demands of tourists (Matovelle & Baez, 2018). Therefore, managers of tourist activities, which involve the interaction of people, goods, and the environment, have
sought to discover the perception and satisfaction of tourists, due to the fierce competition of the present day (Campos & Maia, 2015).
In this context, competitiveness in tourism is multidimensional (Barbosa, Oliveira & Rezende, 2010), and can be understood as the initiative to develop public policies for tourist destinations (Gooroochurn & Sugiyarto, 2005); as preservation or deterioration of areas; management, economic vitality and the impacts of tourism on the territory (Santos, Ferreira & Costa, 2014), it is essential to measure the perception of quality from the point of view of those who consume tourist services.
The oldest and most widespread definition in the literature on service quality is that perceived quality is the result of comparing what the customer expects and what they receive (Parasumaran, Zeithaml & Berry, 1985). For Said & Fathy (2015), the quality of a service can be understood as the totality of the characteristics that can satisfy customer needs, this capacity reflecting the value of the service for the customer. So, businesses need to be able to identify the base resources to measure the quality perceived by their customers, to cite the necessary and specific attributes for the place and the instrument to measure the quality perceived by the tourists.
Measuring the quality of services has multiple possibilities due to the divergence of the models, methods and tools used for this purpose, sometimes being generalist (Mondo, Talini & Fiates, 2016). To fill this gap, Mondo (2014) built the TOURQUAL model, an evaluation protocol based on a theoretical model for measuring service quality at tourist attractions. The model has six categories for analyzing quality in tourists' perception, which are: (1). access; (2). environment; (3). safety; (4). experience; (5). technical quality; and (6). human element.
In the tourism sector, one of the segments of activity is cultural tourism, defined by the Ministry of Tourism (2008) as the experience of the set of significant historical and cultural heritage elements, valuing and promoting material and immaterial goods of
culture. Goulart & Santos (1998) define cultural tourism as a social phenomenon, a product of human experience, whose practice strengthens social relations and the process of interaction between individuals and social groups belonging to the same culture or different cultures.
Cultural tourism has many characteristics and can be considered a new model of tourism, based on planning and management as an alternative to minimize negative impacts resulting from mass tourism under the natural and urban environment, in addition to social and cultural interferences in receiving communities (Carneiro, De Oliveira & Carvalho, 2010). There is a need for the quality of services also to be measured in the context of cultural tourism, from a systemic view with the communities involved, which can establish control mechanisms such as the carrying capacity, monitoring and evaluation of the activities developed (Carneiro, De Oliveira & Carvalho, 2010).
For Mondo, Talini & Fiates (2016), studying the tourism experience is to understand the feelings of a tourist when visiting a place, carrying with it its cultural, emotional, expectations and, unconsciously, making comparisons between different tourist destinations. Mondo, Talini & Fiates (2016) applied TOURQUAL and identified that the learning indicator had a higher rate of dissatisfaction among tourists, indicating that cultural aspects deserve more attention and can be better explored by tourism managers. Sette & Tomazzoni (2017) argue that the excess of uniformity in collecting and analyzing results on quality does not consider the different realities of services and tourist destinations. It reveals the importance of observing the TOURQUAL indicators in a cultural tourism destination.
In this context, the question is: What is a tourists' perception of the quality of services offered in an indigenous community on the Brazilian coast? Thus, this study's general objective is to analyze tourists' perception of the quality of the services provided in a cultural tourism attraction in Paraiba, on the Brazilian
coast.
Considering this research question, the TOURQUAL Model was applied, so that the perception of tourists in a cultural attraction located in Joao Pessoa-PB could be analyzed, being able to offer theoretical contributions, as it is a type of tourism that has never been evaluated using TOURQUAL. and for being able to provide important information for the management and planning of the studied tourist destination.
The object of this study is a pioneer attraction, which receives tourists who want to experience cultural immersion in the Poti-guara ethnicity. Located in a typically indigenous region, the attraction consists of 32 villages of the Potiguara ethnic group and through the numerous activities offered in the locality, income is generated for the receiving community. The studied attraction is managed by a Potiguara Native, responsible for managing the accommodations and his inn, as well as being the guide in the defined itineraries.
Considering the object of study and the pioneering nature of the research using the TOURQUAL Model in a cultural tourist destination, from a theoretical point of view, the research has the potential to contribute to the application of the Model in a destination that is not yet overly structured, and may indicate necessary adaptations for this reality and, from a practical point of view, the research has the potential to offer concrete subsidies for decision making and improvement of services offered in that locality.
Theoretical Grounds
There is great concern of service providers and tourism activity managers to invest in quality and, there are broad and current discussions about the quality of services in literature, the first contributions date from 1985, with studies by Parasumaran, Zeithaml and Berry, that define the quality of a service as a formal attitude linked to customer satisfaction, being, therefore, the perception related to the expectations of those who consume the service (Mondo, 2014).
The perceived quality of a service has been increasingly discussed, especially in the
tertiary sector (Da Silva, 2005), as being considered a fundamental aspect to achieve business growth (Mondo & Fiates, 2015). In the tourism sector, the quality factor is the criterion that is naturally imposed to determine success or failure in the execution of services, according to Da Silva (2005), since tourism, by itself, demands attitudes of comfort and expectations regarding quality.
Quality tends to manifest itself simultaneously with the service, where productivity is expressed in terms of the satisfaction of those who consume it, requiring a constant evaluation of the services offered to tourists, so that they have a place in the evaluation processes in tourism (De Santana & Maracaja, 2019).
Although there are models for evaluating the quality of services, as shown in Figure 1, there is a model that has been gaining prominence in the tourism literature, as it was developed specifically for the sector, after a dense study in the area.
Model SERVQUAL (1985)
Model SERVPERF (1992)
Model Gronroos (1994)
Model Kano (2008)
Fig. 1 - Service Evaluation Models
Source: Authors' elaboration (2021)
There are numerous Service Evaluation Models, the most applied being highlighted in this section, through Table 1. About SERVQUAL, it uses the service quality from the GAP between the expected quality level and the level received by the client. Originated from studies in the field of marketing, it is the most popular model, being the most used, presenting five dimensions: (1) reliability, (2) agility, (3) assurance, (4) empathy, (5) tangibles, which are subdivided into 22 indicators.
Despite its popularity, SERVQUAL is often criticized due to the non-generality of its dimensions (Zeithaml and Berry (1988) and Teas (1993), place the greatest criticism, on the ambiguity of the term expectation, enough analysis will weaken the Model.
The SERVPERF Model arises to correct the deficiencies in SERVQUAL. Developed by Cronin and Taylor in 1992, it is based solely on the performance factor and although it has continued to use the 22 SERVQUAL indicators, it evaluates the service solely from the perspective of performance, disregarding expectations. Due to the excessive concern with the methodology of the scales and for having been used only in developed countries, SERV-QUAL is criticized.
In turn, the Gronroos Model, created in 1994, considers that there are three dimensions of service quality: technical, functional, and corporate image. Technical quality refers to what the customer receives at the time-of-service delivery; functional with the way the service is offered; and the corporate image as the result of how consumers perceive the company. The few criticisms against this model refer to the lack of indicators and measurement scales.
The Kano Model is a two-way model as it considers two aspects: an objective - this involves the fulfillment or lack of fulfillment of a quality attribute; and a subjective one - this involves the perception of dissatisfaction or satisfaction of a customer. In this Model, quality attributes are defined in five dimensions: (1) attractive; (2) one-dimensional; (3) specification of how it should be; (4) indifferent; (5) inverted, resulting in five types of quality: (1) attractive quality - the customer will be satisfied if this attribute is present, differentiating it from the competitor; (2) unidimensional quality: the higher the degree of satisfaction, the higher the degree of service for the attribute and vice versa; (3) specification of what quality should be - basic criterion and if it is absent, the customer will be immensely dissatisfied; (4) indifferent quality - an attribute whose presence or absence causes no satisfaction or dissatisfaction; (5) reverse quality -
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an attribute whose presence causes dissatisfaction and whose absence results in satisfaction.
Finally, the TOURQUAL Model, created in 2014 by Mondo, consists of an evaluation protocol, based on a measurement of the quality of services, based on the assumption of the existence of theoretical gaps in quality studies, more specifically in the tourism sector, which makes it a pioneer and innovator for tourism studies.
For the construction of the model, Mondo (2014) carried out two bibliometric surveys, with the objective of identifying the evaluation models that had already been discussed in literature. From this survey, the author identified 36 evaluation models, classifying them by criteria of scope, dimension, indicator, scale, and form of presentation, culminating in a total of 211 indicators. After this first step, the author carried out a qualitative analysis, formulating the preliminary model with 35 indicators that were considered extremely important for the tourism sector. In the second stage, a collection of 6801 comments from tourists was carried out on a tourism website and, using computer software, all data could be evaluated and compared with the models found in the preliminary model, where 12 indicators were excluded, 23 maintained and 3 created.
Nationally, the great reference is Mondo, creator of the TOURQUAL Model, developed exclusively to meet the specificities of tourism services, which is based on the six categories mentioned above. Therefore, the theoretical basis and support of the research in the Model is justified by the relevance, support, validation of the TOURQUAL Model -Cronbach's Alpha of 0.895 (Mondo, 2012) and recognition to cite the award in the SP Challenge of Innovation in Tourism in the year 2021.
Methodological Procedures
The research was carried out in a cultural tourism destination, located in the city of Baia da Traigao, on the coast of Joao Pessoa, capital of the State of Paraiba. The city has about ten thousand residents, seven thousands of
which are indigenous. The object of study is an inn, notably peculiar, since the accommodations are solely and exclusively carried out with the objective of Cultural Immersion in the Potiguara ethnicity. The inn was created about five years ago by a local indigenous citizen and is based on the culture of the native people of the region. The owner, host and guide are responsible for scheduling accommodation, receiving tourists, and leading them to all the activities offered.
The qualitative data collection was carried out through the collection of comments on the TripAdvisor website, from tourists who have already stayed at the Pousada studied. 113 comments made between 2015 and 2020 on the TripAdvisor website were selected. The qualitative data obtained through TripAdvisor reviews were subjected to content analysis, a set of communication analysis techniques through systematic, quantitative, or qualitative procedures, which allow inferences regarding the analyzed content (Bardin, 1977; Bardin 2010)). In content analysis, nuclei of meaning are sought, significant for the message to be analyzed. Thus, in this study, the registration units correspond to the component indicators of the TOURQUAL Model, by Mondo (2014).
The treatment and analysis of comments followed the indications of Bradin (2020) through the following steps: (1) pre-analysis; (2) material exploration; (3) treatment of results, inference, and interpretation. Bardin explains that in the first phase, the corpus is constituted through the organization of the content to be analyzed. In the exploration phase, the corpus coding techniques should be explored, through a detailed examination of the content so that the material can be categorized (coding); identification of recording units (text passages to be encoded). Finally, in the third phase, the results are processed, and the coded data is condensed, which results in inferential interpretations.
Data analysis was performed using the ATLAS it software version 7.5.4. using coding mechanisms from the categorization of text content. The coding stage followed two cycles
as per the recommendations of Saldana 2013. In the first coding cycle, the descriptive coding method was used to identify words or short phrases in the text corpus referring to the TOURQUAL categories. In the second cycle, the coding standard was used to review the codes and identify redundancies, standardize labels, and streamline the structure of the coding model.
For the research, all six analysis categories of the TOURQUAL Model were considered: access, environment, technical quality, human element, experience, and safety, since all indicators of these categories relate to the nature of the activities carried out in the place where the search takes place. However, the need to add environmental indicators was perceived, since this element is usually part of the objective of cultural tourism, so the category of sustainable development was added.
Analysis and Discussion of Results
Access category
The access category refers to the indicators with which tourists have their first contact with the attraction / inn, including indicators of: 1. accessibility and location; 2. access to restrooms; 3. waiting for service; 4. ease of purchase; 5. hours of operation.
As it is extracted from the code 194 "complicated access", the fact that the Pousada is located at a certain distance from the BR 101 highway can make it difficult for tourists to access the Pousada faster, which can have an influence on the negative
evaluation of tourists. However, the location of the inn is the reason for positive evaluations by other tourists, which justify the fact that is in a reserved place, in front of the beach, far from the concentrations/agglomerations of the city of Baia da Traigao. The other indicators of the category of Access were not identified in the comments. The low rating can be explained from the comments that the inn has difficult access, as shown in Figure 2.
Environment category
The environment category is related to the ambience of the place visited, namely: lighting, decoration, temperature, acoustics, and comfort perceived by visitors. The category included indicators for: 1. Temperature and acoustics; 2. Comfort. In the analysis of the comments extracted from the TripAdvisor website, the Environment category was mentioned once through the Temperature/acoustics indicator and 44 times through the Com-fort/Tranquility indicator, as shown in Figure 3.
Considering that the Environment category refers to the atmosphere where the customer receives the service and that, in this case, as it is a place that offers cultural tourism activities, the tourist deals directly with the environment and spaces where the activities are developed. In the survey, forty-four comments referred to this category, which is a reason to highlight it, being corroborated by the Ministry of Tourism (2010), where tourism products need to show comfort, creativity, overcome limits and provide pleasant experiences.
ft=~¡ [1:1] Foram ta metiors ¡fias I—¡ da minh. * [113?] lude milito tranquilo [1:144] muilo convkiativo
Foram « meltores dias da miita íLía muito tranquile « na pa:
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\ [1:126] Super scodigante
y'TemterjtuwAojffaíi-o;
pf? [1:131] Poasada —J acondiegante, tildo mui.. ~ [1á2J] una boa opçào de
Pousada aconchegarte Ido imito simples. ima boa opçào de descansa e laser
na c je prapotcnra.
Source: Extracted from ATLAS t.i.
Figure 3 - Semantic Network - Environment category
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Figure 4 - Semantic Network - Human element category
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Human element category The human element category is related to human aspects in service delivery processes. The indicators belonging to this category are: 1. Presentation of the service; 2. Attention from the guide; 3. Service; 4. Trust in the guide; Regarding the comments extracted from the website, of the 05 indicators of the Human Element category, only 03 were mentioned: knowledge of the guide, service, and attention according to Figure 4, having the Human Element network, 17 coded comments.
Considering that the Human Element category reflects all interactions between people during the provision of the tourist service, although the comments were positive, the amount was lower than other categories -to mention environment, reveals that this category doesn't have the greatest prominence and significance for tourists. Thus, a point for reflection is indicated, since serving well is to be attentive to the processes and to all the factors included in customer service (Kotler, 2000). In tourism, this concern must be even
greater, as interactions are multiple and dynamic, where the perception of the service offered to tourists is built during each moment of their experience (Da Silva et al., 2018).
Experience category
The Experience category concerns the level of emotions provided and felt by the tourist. This category is comprised by the Learning, Entertainment, Evasion and Aesthetics indicators. The Experience category was the category with the highest number of comments coded and categorized as Experience, as shown in Figure 5.
The high evaluation of the Experience category may be a reflected by the experience tourism approach offered, the cultural immersion in the Potiguara ethnicity, with cultural exchanges being the reason for the tourists' accommodation. As explained by De La Torre (Santana, Maracaja & Machado, 2020), in the tourism experience, practices are social phenomena in which tourists voluntarily and temporarily, for reasons of recreation, rest and culture, leave their natural place, to develop social, economic, and cultural interrelationships.
I i [1:165] Local paradisiaco
"T [1:2] Umverda
<, [1:4] U ma dos mais bonitos
g
I K [1:23] lugar bonito e -i tranquilo | ^ [1:20] muito bonita j,.
lugar bonito etranquilo
J [1:39] é tudo bem simples
étudo bem simples
j ^ [1:117] Um paraíso j— ^ [1:118] beleza incomparável
Um paraíso beleza incomparável
[1:153] tudo lindo j-^ [1:152] Espetacular
tudo lindo Espetacular
j—. ^ [1:166] apousadaé j__ - ^ [1:173] ambiente encantador
'»"~o.i~~.B~ ambiente encantador
^ [1:190] Local bonito e j—r ^ [1:198] Muito bonito
Local bonitoe agradável Muito bonito
p-!11:21S] Tudo é único no fc/ ANIKAUAI j ^ [1:217] Localidade peculiar
Tudo é único no ANIKAUAI
E
[1:85] muitos atratívos para о
В
[1:33] os próprios anfitrides
os próprios anlitrióes nos levam para conhecera partemais lindada Baía que tica escondida rías aldeias
^ [1:27] Nao tem muita gente
!%EntreteniniCTto{13-0) --
Apraia é super tranquila
Nao tem muita gente na
V-
estacáo de conservado do peixe boi, praia de coqueirínbo.lagoadourada, lagoa encantada, artesanato indígena
^fT [1:123] um passeio completo
[1:167] local proporciona
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muitos lugares legáis para desvendar
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[1:201] comidas típicas.
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^ [1 ¡40] Há urna boa varíedade
restaura ntes q ue trabalha m principalmente com cardápio; de peixes e petiscos, como ost
comidas típicas, bebidas e diversao
"í [1:183] ele leva pra vá
É multo legal para passaralguns di as
Praia tranquila,perteita para ümília
A oferta de lugares para gastronomía
.tem opgoesgastronómicas limitadas
И
[1:112] o timos tares, e
-s bem cedo e p..
[1:135] Paraquem precisa de
Para quem precisa de paze harmonía
m
[1:177] Melhor viagem da
Melhorvlagem da minha vida.
The vastness of options available in the locality can be used in a planned way by the host, making tourists spend more time staying at the Pousada, enjoy a greater number of activities and, consequently, generate more income for the locality.
Security category
The Security category concerns physical, mental, and financial security, perceived by tourists, being linked to the zeal and care of the destination for its tourists (Mondo, 2014). The category has only one indicator, Safety, being reported in only two lines in the comments, as shown in Figure 6.
Figure 6 - Semantic Network - Security category
Source: Extracted from ATLAS t.i.
The concern with security in tourist destinations has been much discussed, as tourism is affected by criminal practices, which tend to drive away visitors who seek safe environments as destinations, as reinforced by Soares Junior (2007). In the case of the object of study because it is geographically located in a place far from the city, the importance of this
category is reinforced, even with this specificity, tourists felt physically, financially and mentally safe - due to the nature of the immersion experience.
Technical Quality category
The category of Technical Quality is related to the quality that the consumer receives during the consumption of the service, it is the real moment of the interaction between the tourist and the people who provide the service. This category is comprised by the following indicators: 1. Prices; 2. Weather; 3. Maintenance; 4. Signage; 5. Technology; 6. Cleaning; 7. Variety of activities; 8. Carrying capacity.
The category presented six indicators that were mentioned in the comments, namely: prices, technology, carrying capacity, climate, cleanliness, and variety of activities, as shown in Figure 7.
Also due to customs and the distance from technological devices, the Pousada does not have many options, as mentioned in n. 63 "take cash, as there are few places that accept cards and there are no ATMs in the city". Considering the interests in tourism development in the region, it is necessary that technologies, especially financial transactions, be offered to tourists.
Sustainable Development category The last category analyzed is Sustainable Development, it is not part of the TOURQUAL Model, but was suggested for inclusion in this research, due to the nature of the object of study. Cultural tourism is a type of tourism that has been discussed from a relational point of view with the sustainable development, mainly because tourism is an excellent tool for economic and social development, through culture itself, an element allied to tourism (De Oliveira; Mederios, Terra & Quel-has, 2012). The relationship between tourism and culture must be carefully aligned with the receiving community, as this is the channel that has the capacity to offer satisfactory conditions to sustainably maintain and preserve the cultural legacy that needs to be safeguarded (De Oliveira; Mederios, Terra &
Quelhas, 2012).
Regarding the Environmental Preservation indicator, the participants were asked about their level of satisfaction with the preservation of the environment in the locality. The concern with the environment in tourism is reinforced by Fande & Pereira (2014), who state that the execution of tourist activity can cause several damages in receiving communities, with the concentration of studies on the influence of tourism on the environment being recurrent.
In the comments, the Environmental Preservation indicator was mentioned in five passages, as shown in Figure 8, and it is interesting to note that according to tourists "the hotel industry grew consciously, without harming the environment" - n. 151; "beautiful coastline very well preserved" - n. 175.
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Figure 8 - Semantic Network -Category of sustainable development
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Source: Extracted from ATLAS t.i.
The best evaluated category was experience and the category with the lowest evaluation was technical quality, with the greatest need for managerial concern with the indicators included in this category.
The homogeneity of the data and the proximity of the evaluation to the maximum level of satisfaction can be explained by the very specific public that consumes the evaluated services and by the fact that cultural tourism in this place is a pioneer in the State of Paraiba, and there may not be possibilities
of comparing it to other inns. Although the inn was compared to others in the region, this is the only one to offer accommodation with cultural immersion.
Final Considerations The general objective of the study was to analyze the perception of tourists about the quality of services offered in a cultural tourism attraction in Paraiba. For this, indicators of the TOURQUAL Model were analyzed to assess the quality perceived by tourists who have already stayed at the inn studied.
The main findings reflect that the type of tourism offered, of cultural immersion in the Potiguara ethnicity, presents itself in a pioneering, innovative and sustainable way, since there are no records of locations with similar characteristics. Although all categories were highly rated, it is worth mentioning Experience and Technical Quality, with the highest and lowest ratings, respectively. Regarding the Experience category, the results reinforce the tourist potential of the destination, supported by the extremely positive evaluation by tourists. Considering that the experience in tourism comprises the level of emotions provided and felt by the tourist, this element configures the main characteristic of the destination studied here: the cultural immersion in the Potiguara ethnicity.
Regarding the Technical Quality category, although the evaluation was the lowest, when compared to the other categories, the average was still satisfactory. However, comments extracted from the site suggest that tourists feel the need for better infrastructure. The reality of an infrastructure below expectations is understood by the local characteristics, since the Natives of the destination have barely changed their original customs, in addition to the fact that the city itself does not have sufficient structure for the potential of the destination studied.
The category of Sustainable Development presents an important contribution, due to the nature of the destination studied. The host, for having training in environmental management, seeks to sensitize visitors about the importance of environmental preservation and the responsibility of each social actor on environmental impacts. The category reinforces the importance of concern with aspects that can cause damage to localities and reinforces the benefits of cultural and environmental tourism that are far from mass tourism.
The pioneering study presents theoretical and practical contributions. Theoretical, as it opens paths in literature, starting from studies to evaluate the quality of service in a destination where tourism is not yet solidified, highlighting the lack of these locations, but
highlighting the potential of these destinations. Conducting research in previously unexplored locations offers researchers a greater scope in the discussion of results and findings. Furthermore, the study suggests the inclusion of variables not contained in the TOURQUAL Model, emphasizing that research in tourism and in social phenomena in general, always deserve an evaluation and reassessment of the realities studied. Thus, the proposition of these variables reinforced that although the Model is already validated and widely studied, it can be improved, considering its application, especially in locations where tourism is not yet perfectly developed and planned. In addition, the fact that the methodological choice was between the quantitative and qualitative approaches reinforces that both approaches enrich the research, since the comments complement the numerical evaluations and help to translate aspects that the numbers alone would not bring evidence.
Practical contributions, subsequently through this study, a series of action plans and tourist development plans for the locality can be identified. Here, the extreme need of local public bodies to offer subsidies for local tourist development is reinforced, where almost all the residents are indigenous. Tourism can work in the region as a two-way street, since the activity has the potential to disseminate Baia da Traigao at a national and international level and, on the other hand, tourist activities of this nature help to preserve the rich cultural heritage of the locality.
The lack of information on the data from tourists who have already stayed at the Pousada was one of the limitations found for data collection. Otherwise, it could be considered that this study could have reached a greater number of tourists. The tourist profile, being very specific, may have contributed to the data not showing so many variations, which would allow for a richer analysis.
As suggestions for the continuity of the study, since science is always in constant evolution and updating, the development of new studies in other inns or attractions is suggested, to understand the perceptions of
tourists who only stay and those who choose to stay in the locality to live a cultural immersion experience. In addition, the application of the model with the category of Sustainable Development is suggested in locations with different tourism and at different levels of
development.
The suggestion is also valid for the development of similar research, which involves the evaluation of services from the perspective of other social actors, especially in cases of community-based tourism.
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