SOCIAL MEDIA ENGAGEMENT DURING VISITS TO THEME PARKS - STUDY APPLIED TO BETO CARRERO WORLD, BRAZIL

Abstract:

The present work aims to evaluate tourist engagement in virtual social media during their visit to the Beto Carrero World Park, located in Brazil. A questionnaire composed of 32 variables that are part of the levels of consumer engagement in virtual social media was applied to a sample of 680 tourists visiting the Beto Carrero World Park. For data analysis, sociodemographic characteristics, Exploratory Factor Analysis (EFA), Cronbach's alpha coefficient, and Spearman's Correlation Coefficient were used with the help of SPSS software. The results made it possible to discover a new suggestion of a conceptual model to assess the level of engagement of tourists in virtual social media during visits to theme parks.

Key-words:
consumer engagement; social media; theme park