PROMOTIONAL EFFECTIVENESS IN TRAVEL PLANNING AND TRAVEL SPENDING AMONG MEN AND WOMEN VISITORS IN THE STATE OF SERGIPE (BRAZIL)

Abstract:

This study focused on evaluating the effectiveness of tourism promotion in the state of Sergipe (Brazil), through a comparison between men and women. It uses one of the most recent models regarding the effectiveness of tourism promotion: the Destination Advertising Response (DAR) Model. This research was disseminated by Stienmetz, Maxcy and Fesenmaier (2015) for the purpose of analyzing data on the effectiveness of promotional campaigns through travel planning and spending by visitors in six facets: tickets, accommodation, attractions, restaurants, events and shopping. Data were collected through 384 and, through descriptive statistics, it was possible to trace the sociodemographic profile and aspects related to the respondents’ trip planning. Using the independent sample test t and multiple regression analyses, it was possible to identify that in general, tourism promotion has been more effective for the male target public. Men and women, in general, have shown quite similar characteristics, with women being more influenced by the promotion of destination, even though they have a lower mean total expenditure than males.

Keywords:
Promotion of destinations; Promotional effectiveness; Trip