O papel do boca a boca online (eWOM) no turismo de eventos: uma análise sobre Cine-Theatro Central em Juiz De Fora (MG)

Abstract

Event tourism relies on planning and management combined with the development of the tourist destination, and online Word-of-Mouth (e-WOM) can be relevant from a marketing perspective. Therefore, the general objective of this study is to: Understand how online travel reviews (OTRs) regarding the Cine-Theatro Central as a tourist attraction can impact the realization of events at the location and thus promote the development of the tourist destination of Juiz de Fora (MG). This research is exploratory, descriptive, of a quanti-qualitative nature, conducted through a literature review and also through secondary data, the OTRs, which are travel reviews and comments from TripAdvisor. The results indicate that the Cine-Theatro Central - which is a cultural heritage of historical relevance to Juiz de Fora - is and have the potencial to be much more than just an event venue, as through its history and being part of the municipal culture, this space becomes an incentive for cultural event tourism. Furthermore, through planning and management of this space - in alignment with the government, the tourism industry and other stakeholders - it is possible to enhance the development of the tourist destination of Juiz de Fora, adding to cultural tourism and the potential of creative tourism.