Objetivo - Este estudio tiene como objetivo probar la escala de coolness desarrollada por Kock (2021) para el contexto de los restaurantes brasileños.
Diseño/metodología/enfoque – En primer lugar, se procedió a la traducción y validación de contenido de la escala. A continuación, se recogieron datos a través de una encuesta en línea de 207 participantes que habían estado en un restaurante considerado cool, según el concepto de coolness. Para analizar los datos, se aplicó la técnica de modelización de ecuaciones estructurales (MEE) mediante el programa SmartPLS 3.
Hallazgos: Los resultados mostraron que la escala coolness es válida en el contexto de los restaurantes brasileños, ya que presentó índices de validez y confiabilidad significativos. Fue posible percibir mayor relevancia en la dimensión "originalidad", que obtuvo el mayor coeficiente estructural (0,830).
Implicaciones de la investigación: En términos teóricos, la investigación muestra que la escala puede ser aplicada en restaurantes y se pueden realizar otros estudios para observar la relación entre la frialdad y otros constructos.
Implicaciones prácticas: Dada la competitividad del segmento de restaurantes, se cree que la percepción de coolness de los consumidores puede ser una fuente de ventaja competitiva relevante para los establecimientos de este sector.
Originalidad/valor: Se trata de un estudio que pone a prueba el concepto de coolness en los restaurantes, algo que aún no se ha realizado en la investigación turística. Esto es relevante para el avance del conocimiento, ya que los turistas que visitan destinos cool también quieren comer en restaurantes cool.
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La revista Turismo: Visão e Ação, vinculada al Programa de Posgrado en Turismo y Hotelería - Maestría y Doctorado, es una publicación científica en un sistema de flujo continuo, interdisciplinario y de alcance internacional. Según los criterios Qualis/CAPES (2017-2020), está clasificada como 'A3' en el área de Administración, Ciencias Contables y Turismo. Registrada con el ISSN número 1983-7151, Turismo: Visión y Acción comenzó sus actividades en 1998 con publicaciones impresas en inglés y portugués. En 2008, se transformó en una publicación en línea, con un alcance más amplio hacia el público interesado, manteniendo una política de ser una revista de acceso abierto y sin cobro de tarifas por presentación o acceso a los artículos. Turismo: Visão e Ação (TVA) se abrevia como Tur., Visão e Ação, utilizado en bibliografías, notas a pie de página, referencias y leyendas bibliográficas.
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