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Publication
Linhas estratégicas para o desenvolvimento sustentável do turismo em áreas protegidas: estudo de caso do parque Natural da Serra da Estrela
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Advisor(s)
Abstract(s)
A análise ao comportamento e motivações dos turistas no sentido de se agrupar em tipologias
facilitando a segmentação do mercado é uma das áreas de investigação que tem vindo a ser
desenvolvida. É nesta perspetiva que surge o Turismo de Natureza como o segmento do turismo
que se desenvolve em áreas naturais relativamente virgens.
O Parque Natural da Serra da Estrela (PNSE) é considerado uma região de áreas protegidas
com espaços privilegiados para o desenvolvimento do turismo de natureza, evidenciando-se
como uma das mais importantes reservas naturais e polo de atração turística, pelo que deverá
assentar na sustentabilidade através do equilíbrio entre três pilares, a sustentabilidade
económica, ambiental e sociocultural.
O presente estudo tem como objetivo a apresentação de linhas estratégicas para o
desenvolvimento sustentável do turismo no PNSE.
A pesquisa inclui uma abordagem do tipo qualitativo e quantitativa para análise da atividade
turística e análise da perceção dos turistas e visitantes. Os métodos de recolha de informação
incluíram a pesquisa bibliográfica em estudos científicos e a consulta nos sites do Instituto
Nacional de Estatística (INE) e no Registo Nacional de Turismo (RNT). Foram ainda recolhidos
dados através da aplicação de inquéritos realizados aos stakeholders e inquéritos realizados pela
operadora online Booking e site TripAdvisor. O tratamento de informação incluiu uma análise
descritiva e estatística dos resultados, utilizando o teste não-paramétrico de Kruskal-Wallis com
uma significância de 95%.
Constatou-se que os estabelecimentos hoteleiros no PNSE representam cerca de 1,56% da
oferta hoteleira a nível nacional e estão concentrados nos concelhos de Covilhã (27%) e Seia
(35%) e que existe um desequilíbrio entre a capacidade instalada e a capacidade para gerar
proveitos atendendo a que 1,56 % dos estabelecimentos do país gera apenas 0.61% de proveitos
a nível nacional.
Os aspetos naturais e os aspetos organizacionais destacam-se nos pontos fortes e pontos fracos,
respetivamente, sendo os aspetos culturais e sociais como as principais ameaças e
oportunidades da região.
O número médio de avaliações relativas à Tipologia é significativamente diferente
(TripAdvisor), destacando-se os restaurantes com maior número de avaliações. Os critérios de
avaliação pontuação global, limpeza, conforto, comodidades e funcionários apresentaram
diferenças significativas (Booking). Tendo em conta a análise efetuada e procurando agregar os resultados obtidos neste estudo, são propostas linhas estratégicas para o desenvolvimento sustentável do turismo do PNSE, designadamente, notoriedade, promoção integrada e diferenciada, desenvolvimento Organizacional e capacitação das pessoas.
The analysis of the tourists behavior in order to group in typologies facilitating the market segmentation is one of the research areas that has been developed. It is in this perspective that Tourism of Nature emerges as the segment of tourism that develops in virgin natural areas. The Serra da Estrela Natural Park (SENP) is considered a region of protected areas with privileged spaces for the development of nature tourism, evidencing itself as one of the most important natural reserves and pole of tourist attraction. Tourism in the SENP should be based on sustainability through the balance between three pillars, economic, environmental and sociocultural sustainability. Thus, this study aims to develop strategic lines for the sustainable development of tourism in SENP. The research includes an approach of the qualitative and quantitative type for tourist activity analysis and the perception of the tourists and visitors analysis. The collecting information methods included bibliographic research in scientific studies and consultation on the National Institute of Statistics (INE) and National Tourism Registry (RNT) websites. Data were also collected through the application of stakeholder surveys and surveys conducted by the online operator Booking and TripAdvisor site. The information treatment included a descriptive and statistical analysis of the results, using the Kruskal-Wallis non-parametric test with a significance of 95%. It was found that SENP hotels represent about 1.56% of the hotel offer at national level and are concentrated in the counties of Covilhã (27%) and Seia (35%) and there is an imbalance between installed capacity and the ability to generate revenue considering that 1.56% of the country's establishments generate only 0.61% of national income. Natural aspects and organizational aspects stand out in strengths and weaknesses, respectively, with cultural and social aspects as the main threats and opportunities in the region. The average number of evaluations related to the Typology is significantly different (TripAdvisor), highlighting the restaurants with the highest number of evaluations. The evaluation criteria overall score, cleanliness, comfort, amenities and staff presented significant differences (Booking). Having regard to the analysis carried out and seeking to aggregate the results of this study are proposed strategic guidelines for the sustainable development of tourism PNSE in particular notoriety, integrated and differentiated promotion, Organizational development and empowerment of people.
The analysis of the tourists behavior in order to group in typologies facilitating the market segmentation is one of the research areas that has been developed. It is in this perspective that Tourism of Nature emerges as the segment of tourism that develops in virgin natural areas. The Serra da Estrela Natural Park (SENP) is considered a region of protected areas with privileged spaces for the development of nature tourism, evidencing itself as one of the most important natural reserves and pole of tourist attraction. Tourism in the SENP should be based on sustainability through the balance between three pillars, economic, environmental and sociocultural sustainability. Thus, this study aims to develop strategic lines for the sustainable development of tourism in SENP. The research includes an approach of the qualitative and quantitative type for tourist activity analysis and the perception of the tourists and visitors analysis. The collecting information methods included bibliographic research in scientific studies and consultation on the National Institute of Statistics (INE) and National Tourism Registry (RNT) websites. Data were also collected through the application of stakeholder surveys and surveys conducted by the online operator Booking and TripAdvisor site. The information treatment included a descriptive and statistical analysis of the results, using the Kruskal-Wallis non-parametric test with a significance of 95%. It was found that SENP hotels represent about 1.56% of the hotel offer at national level and are concentrated in the counties of Covilhã (27%) and Seia (35%) and there is an imbalance between installed capacity and the ability to generate revenue considering that 1.56% of the country's establishments generate only 0.61% of national income. Natural aspects and organizational aspects stand out in strengths and weaknesses, respectively, with cultural and social aspects as the main threats and opportunities in the region. The average number of evaluations related to the Typology is significantly different (TripAdvisor), highlighting the restaurants with the highest number of evaluations. The evaluation criteria overall score, cleanliness, comfort, amenities and staff presented significant differences (Booking). Having regard to the analysis carried out and seeking to aggregate the results of this study are proposed strategic guidelines for the sustainable development of tourism PNSE in particular notoriety, integrated and differentiated promotion, Organizational development and empowerment of people.
Description
Mestrado em Ciências Empresariais - Ramo PME
Keywords
Parque Natural da Serra da Estrela Desenvolvimento sustentável Turismo Natureza Planeamento Estratégico Serra da Estrela Natural Park Sustainable development Tourism Nature Strategic planning
Citation
Publisher
Instituto Politécnico de Setúbal. Escola Superior de Ciências Empresariais