Preditores da intenção de retorno às feiras de negócios: um estudo com o público visitante da VI Costa Verde Negócios de Angra dos Reis-RJ

Abstract

The main objective of this paper is to identify the variables that predict the intentions of the visitors comeback to a business fair held in Angra dos Reis, Rio de Janeiro. The evaluation was conducted through a binary logistic regression model, applied to a cross-sectional sample composed by 277 visitors. As result, it was found that, of eight hypotheses,only three were accepted. Two of them are associated to the impact of the effort and commitment perception, from the visiting public, in the prediction of the comeback intention, and the third is associated to the effect of the perceived benefi ts from the event to the local economy, also in the prediction of the comeback intention. Considering these results, one can conclude that the study confi rms the assumptions of Grönroos (2004), which postulate that the main factors that contribute to the perceived value are associated to the minimization of the customer effort and commitment, and not only to the increasing of the benefi ts offered.