ISG - Dissertações de Mestrado em Marketing
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- What factors influence the purchase intent of maritime cruise tourists regarding Portuguese souvenirsPublication . de Castro Fernandes Alves, Pedro Filipe; Azevedo Fernandes O’Neill, AlexandraThis research investigates the factors influencing the purchase intent of maritime cruise tourists regarding Portuguese souvenirs. Utilizing qualitative and quantitative methods, the study examines secondary data from existing literature and primary data collected from a targeted questionnaire. The analysis focused on understanding consumer desires and expectations, identifying gaps and opportunities in the market, and evaluating preferred souvenirs, client satisfaction, quality expectations, and the importance of price. The findings reveal that cruise tourists prioritize authenticity and cultural significance when selecting souvenirs from Portuguese ports. Businesses aiming to cater to this market should emphasize the production and promotion of locally crafted items that encapsulate Portugal's rich heritage. While price is a factor in the purchase decision, it does not dominate tourist choices. Instead, creating memorable experiences and offering high-quality, culturally authentic products are crucial to attracting and satisfying maritime cruise tourists. By addressing these factors, businesses can better align their offerings with tourist preferences, enhancing both customer satisfaction and sales. This study contributes to the understanding of tourist behavior in the maritime cruise sector and provides actionable insights for souvenir producers and retailers in Portugal.