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Walkowski, M.D.C.;  Perinotto, A.R.C.;  Vieira, V.B.;  Santos, A.I.G.P. Quality Information and Rural Tourism. Encyclopedia. Available online: https://encyclopedia.pub/entry/27070 (accessed on 05 August 2024).
Walkowski MDC,  Perinotto ARC,  Vieira VB,  Santos AIGP. Quality Information and Rural Tourism. Encyclopedia. Available at: https://encyclopedia.pub/entry/27070. Accessed August 05, 2024.
Walkowski, Marinês Da Conceição, André Riani Costa Perinotto, Vinicius Boneli Vieira, Anna Isabelle Gomes Pereira Santos. "Quality Information and Rural Tourism" Encyclopedia, https://encyclopedia.pub/entry/27070 (accessed August 05, 2024).
Walkowski, M.D.C.,  Perinotto, A.R.C.,  Vieira, V.B., & Santos, A.I.G.P. (2022, September 09). Quality Information and Rural Tourism. In Encyclopedia. https://encyclopedia.pub/entry/27070
Walkowski, Marinês Da Conceição, et al. "Quality Information and Rural Tourism." Encyclopedia. Web. 09 September, 2022.
Quality Information and Rural Tourism
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This entry is adapted from the peer-reviewed paper 10.3390/knowledge2030025

Investing in quality information contributes to the relationship between demand and supply. To identify the relevance of each attribute in the consumers’ perception, categories and dimensions for quality information were analyzed based on the user’s vision and semantic criteria.

quality information social media Acolhida na Colônia

1. Introduction

A tourism destination is a physical space where visitors spend at least one night and includes tourist products such as support services and attractions. It has physical and administrative boundaries that define its management, image, and perceptions contributing to market competitiveness. Tourism destinations incorporate several stakeholders that generally include the local community and form a more extensive network of destinations [1].
The primary motivation for tourism in natural destinations is to break away from the routine and search for interaction with nature and residents. The landscape and existing relationships make this change possible and offer tourists an exchange of experiences.
The Brazilian countryside has changed, especially regarding relationships and forms of work. These changes enable farmers to increase their family income through new activities such as agrotourism, which aims to keep people in the countryside and improve their quality of life. In addition, the boundaries between rural and urban spaces have been reduced because the rural environment is adhering to activities previously common to urban spaces, seeking to streamline activities in the countryside [2][3][4].
In recent years, some tourism initiatives have taken place in both urban and rural spaces. They have helped to create employment and income for local communities, the need to value the local culture, diversify the offer of differentiated services, and from a history of resistance to mass tourism [5][6]. An example is the Acolhida na Colônia, an association formed by family farmers, part of the rural tourism segment, which encompasses the agrotourism activity in Brazil.
Investing in quality information aims to improve the commercial relationships between demand and supply in the municipality, based on the promotion, dissemination, and integration associated with the local tourist market. However, the SARS-CoV-2 coronavirus pandemic (COVID-19) demonstrated that the tourism industry is vulnerable, and this crisis has affected consumer behavior, requiring a new posture of destinations as products [7]. According to TRINET (TRINET is a list of international researchers in Tourism, who discuss and debate current and emerging topics on tourism around the world. A closed group that uses emails for updates and discussions), an international discussion list comprised of researchers and tourism professionals, there are some trends and guidelines for the tourism industry, highlighting the marketing of destinations based on the following strategies: progressively expanding the market, targeting established markets first, and then expanding into new markets; focus on established markets (frequent customers); focus on the local industry of fairs and events; concentration, initially, on domestic and neighboring international markets; focus on social media—Instagram, Facebook, among others; and focus on business travel, being less discriminatory.
For this reason, analysis on social media (Instagram) was developed, as it is used as a relevant communication tool with the customer and has been a strategy to attract more visitors to tourism destinations in the countryside.
At the same time, analyzing the most indigenous tourism experiences developed in natural environments, as is the case of the Acolhida na Colônia, can highlight essential features, especially concerning its communication ability and quality information, aiming to attract more visitors. In this sense, the research objective was to analyze the quality of information generated by social media (Instagram) of the Acolhida na Colônia, based on the categories and dimensions proposed by Huang, Lee, and Wang [8].

2. Communication and Marketing in Tourism Destinations

The marketing in tourism destination should be used as a coordination mechanism and management that provides earnings for stakeholders and as a promotional tool [9][10].
Buhalis [11] states that the most successful tourism destinations will be those that take actions like establishing practical human resource training, cooperation with complementary and competing destinations in order to learn from them, and using innovation and marketing driven by research and technology to achieve four strategic objectives: (1) enhance long-term residents’ prosperity; (2) delight visitors by maximizing their satisfaction; (3) maximize the profit of local companies and their multiplier effects; (4) optimize tourism impacts by ensuring a sustainable balance between economic benefits and socio-cultural and environmental costs [9]. In addition, destinations need to identify product attributes that will attract different segments of tourists and ensure that the promotional advertising represents a cohesive message [10][12] and an information linked to the emotion produced by the enjoyment of an experience [13].
For this reason, these same destinations do not offer a proper infrastructure to meet the tourist demand. This situation can be seen by the lack of signage, lack of information posts, inadequate access routes, inefficient use of landscape potential, and the lack of quality information in general, characterizing the lack of mentality regarding the tourism development [14].
It can be defined as a compilation of data numbered and ordered in a certain way and with a particular purpose [15].
The tourism activity uses the information to understand changes in customer behavior regarding their products and services, which is essential for communication in tourism marketing [16]. Advertising, promotion marketing, or even digital marketing actions have a limited reach of influence [17].
Technological innovations have influenced the habits and standards of the economy, politics, education, and especially communication. This is due to how information and new habits spread [18]. For example, technological advances and research in e-tourism [19] may contribute to the post-COVID-19 period, generating more information that will help change consumer behavior (risk perception, last-minute bookings, early bookings, and the need for highly personalized trips) and likely trigger changes in the way to interact with people (from physical touch to voice or from input to automatic detection) [20].

3. Quality Information

The quality of information can be defined by the dimensions considered in the assessment and used to measure the quality. The dimensions are the properties of the qualities or the data characteristics [21][22].
The information availability and the environment conducive to business created on the internet allow travelers to know destinations, plan trips and itineraries, purchase tickets, choose and book hotels, purchase attractions, hire insurance, car rental, and others.
On the other hand, an organization’s lack of quality information can have social and business impacts. Therefore, it must be analyzed, and efforts must be implemented for its solution [23].
Categories and dimensions for quality information were identified based on the user’s view and semantic criteria according to Huang, Lee, and Wang [8] to identify the importance of each attribute in the consumers’ perception.
Lee et al. [24] present the quality information by dividing it into four categories, intrinsic, contextual, representational, and accessibility quality. The categories have different characteristics which allow for evaluation. The intrinsic quality category refers to the quality information itself. The contextual category mentions that the information must consider the surrounding context. The representational and accessibility category deals with the system that stores and promotes access to information and how it is interpreted. Therefore, it must be easy to handle, consistent, accessible, and secure [24]. The information representation category concerns how it should be when available; that is, the information should be legible, easy to understand, and compatible. It can be said that the dimension that best represents this category is significance, as the level of understandability of the information is evaluated, and the accessibility category concerns the way of accessing information and is evaluated based on usability, security, and other dimensions. This last category evaluates the system where the information is stored and how it is stored and made available more than the information itself.
From the four categories mentioned above, Huang et al. [8] developed a list of fifteen dimensions for information analysis: (a) intrinsic quality—accuracy, objectivity, credibility, and reputation; (b) accessibility quality—access and security; (c) contextual quality—relevance, value-added, timeliness, completeness, and amount of data; (d) representational quality—interpretability, ease of use, concise representation, and consistent representation.

References

  1. UNWTO. Panorama OMT Del Turismo Internacional, Edición 2013; World Tourism Organization (UNWTO): Madrid, Spain, 2013; ISBN 9789284415519.
  2. Miranda, A.A.B. O Conceito de Território e as Recentes Políticas de Desenvolvimento Rural e Suas Contradições No Estado Do Maranhão. Rev. Políticas Públicas 2012, 16, 123–132.
  3. Machado, Á.; Tomazzoni, E. A Regionalização Turística Do Rio Grande Do Sul e Sua Contribuição Como Referência Para a Gestão Regionalizada Do Turismo No Brasil. Rev. Bras. Pesqui. Tur. 2011, 5, 226–247.
  4. Santos, M. A Natureza Do Espaço: Técnica, Razão e Emoção; Editora da Universidade de São Paulo: São Paulo, Brazil, 2004.
  5. Fernández-Arroyo López-Manzanares, A.; Martínez Sánchez-Mateos, H.S. El Acceso a Los Destinos Rurales: Una Perspectiva Para La Planificación Territorial Del Turismo En Una Región de Interior (Castilla-La Mancha). Cuad. Tur. 2017, 40, 251–272.
  6. Sampaio, C.A.C.; Zamignan, G. Estudo Da Demanda Turística: Experiência de Turismo Comunitário Da Microbacia Do Rio Sagrado, Morretes (PR). Cult. Cult. Tur. 2012, 6, 25–39.
  7. Netto, A.P.; Oliveira, J.L.S.; Severini, V.F. Do Overtourism à Estagnação. Reflexões Sobre a Pandemia Do Coronavírus e o Turismo. Cenário Rev. Interdiscip. Tur. Territ. 2020, 8, 26–43.
  8. Huang, K.T.; Lee, Y.W.; Wang, R.Y. Quality Information and Knowledge; Prentice-Hall: New York, NY, USA, 1999.
  9. Flores, L.C.S.; Mendes, J.C. Perspectivas Do Destino Turístico: Repensando o Sentido Do Conceito. Rev. Bras. Pesqui. Tur. 2014, 8, 222–237.
  10. Batra, A. Destination Competitiveness: Amazing Bangkok versus Lion City Singapore. Enl. Tour. Pathmak. J. 2017, 7, 154–178.
  11. Buhalis, D. Marketing the Competitive Destination of the Future. Tour. Manag. 2000, 21, 97–116.
  12. Dwyer, L.; Kim, C. Destination Competitiveness: Determinants and Indicators. Curr. Issues Tour. 2003, 6, 369–414.
  13. Moral, M.M.; Alles, M.T.F. Nuevas Tendencias Del Marketing: El Marketing Experiencial. Rev. Enteléquia 2012, 14, 237–251.
  14. Buhalis, D.; Law, R. Progress in Information Technology and Tourism Manage Ment: 20 Years on and 10 Years after the Internet—The State of ETourism Research. Tour. Manag. 2008, 29, 609–623.
  15. Oliveira-Brochado, A.; Gameiro, C. Toward a Better Understanding of Backpackers’ Motivations. Tékhne 2013, 11, 92–99.
  16. Kotler, P.; Bowen, J.T.; Makens, J.C.; Miranda, J.G.D.M.; Zamora, J.F. Marketing Turístico, 5th ed.; Pearson: Madrid, Spain, 2011; ISBN 9788483228081.
  17. Smith, K.; Hanover, D. Experiential Marketing: Secrets, Strategies, and Success Stories from the World’s Greatest Brands; John Wiley & Sons: New York, NY, USA, 2016.
  18. Perinotto, A.R.C.; Soares, J.R.R. Photographic Image, Credibility, and Consumption of Tourism in the Digital Era. In Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries; Advances in Marketing, Customer Relationship Management, and E-Services; Santos, J.D., Silva, Ó.L., Eds.; IGI Global: Hershey, PA, USA, 2020; ISBN 9781522597834.
  19. Sin, K.Y.; Mohamad, A.A.; Lo, M.-C. A Critical Review of Literature in the Rising Tide of Social Media towards Promoting Tourism. Enl. Tour. Pathmak. J. 2020, 10, 270.
  20. Gretzel, U.; Fuchs, M.; Baggio, R.; Hoepken, W.; Law, R.; Neidhardt, J.; Pesonen, J.; Zanker, M.; Xiang, Z. E-Tourism beyond COVID-19: A Call for Transformative Research. Inf. Technol. Tour. 2020, 22, 187–203.
  21. Bertolazzi, P.; Scannapieco, M. Introducing Data Quality in a Cooperative Context. In Proceedings of the Sixth International Conference on Information Quality, Cambridge, MA, USA, 2001; pp. 431–444.
  22. Trindade, A.L.B.; Oliveira, M. Atributos Para Avaliação Da Qualidade Da Informação Em Sistemas de Gestão Do Conhecimento. In Proceedings of the I Encontro de Administração da Informação, Florianópolis, Spain, 2007; pp. 1–14.
  23. Strong, D.M.; Lee, Y.W.; Wang, R.Y. Data Quality in Context. Commun. ACM 1997, 40, 103–109.
  24. Lee, Y.W.; Strong, D.M.; Kahn, B.K.; Wang, R.Y. AIMQ: A Methodology for Information Quality Assessment. Inf. Manag. 2002, 40, 133–146.
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Subjects: Communication
Contributors MDPI registered users' name will be linked to their SciProfiles pages. To register with us, please refer to https://encyclopedia.pub/register :
Marinês da Conceição Walkowski
,
André Riani Costa Perinotto
,
Vinicius Boneli Vieira
,
Anna Isabelle Gomes Pereira Santos
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Revisions: 3 times (View History)
Update Date: 14 Sep 2022
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