Xerando confianza na seguridade nas praias: análise do papel da información de orixe nos sinais de advertencia de medusas e o comportamento turístico
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https://doi.org/10.17979/rotur.2026.20.2.13333Resumo
Este estudo amplía investigacións previas sobre os efectos de sinais de advertencia sobre medusas perigosas na intención de visita de turistas. O obxectivo principal é analizar o efecto de engadir información sobre a organización responsable da mensaxe na confianza cognitiva e afectiva dos turistas mediante unha adaptación dun modelo de construción de confianza. Tamén se analiza a intención dos veraneantes de cumprir coa recomendación de utilizar roupa de baño protectora contra picaduras. As picaduras de medusas velenosas representan un risco considerable para a saúde pública e unha carga socioeconómica para as comunidades costeiras, polo que unha comunicación eficaz resulta esencial.
Os datos analizáronse a partir dunha mostra de 592 visitantes potenciais de Nova Zelandia, Gran Bretaña e Estados Unidos. Os participantes tomaron parte nun experimento entre suxeitos no que o factor fonte (oficial/non oficial) utilizouse para examinar o seu efecto sobre o cumprimento co sinal. De xeito sorprendente, a fonte non influíu no cumprimento. Tanto a confianza cognitiva como a afectiva influíron na intención de confiar, que resultou ser o único predictor do cumprimento. O custo do cumprimento e o efecto moderador da severidade percibida sobre a confianza tamén foron significativos.
Este é o primeiro estudo en aplicar un modelo adaptado de McKnight et ao. (2002) a sinais de advertencia sobre medusas en destinos de praia, con implicacións relevantes para as organizacións de xestión de destinos que priorizan a seguridade e a experiencia do turista.
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