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A imagem dos destinos turísticos: o programa Maré Viva na região de Cascais
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Abstract(s)
Para uma região o importante é que o turista leve melhor imagem do que aquela que tinha no seu imaginário antes de chegar ao destino. Existem vários factores que podem consolidar essa imagem e o Programa Maré Viva (PMV) pode ser um deles, tendo em conta que, as principais áreas de actuação do programa nas praias são, a prestação de primeiros socorros aos utentes, a limpeza e a segurança. Todos estes serviços aumentam a qualidade das praias, o que as torna mais atractivas a quem usufrui, melhorando assim a imagem da região, no que se refere ao produto turístico “Sol e Praia”. O Programa Maré Viva pode também criar um impacto positivo no desenvolvimento da imagem da Região de Cascais através da preocupação e consciencialização para aspectos ambientais e turísticos que cria na comunidade, e consequentemente da participação activa do envolvimento que desperta na população local. Esta investigação suporta-se nas variáveis qualidade, imagem de destinos, satisfação e intenções comportamentais. Assente numa análise descritiva e quantitativa, esta dissertação visa perceber se a intervenção do PMV contribui para consolidar a imagem da Região de Cascais.
For a certain region, the most important thing is that after the visit the tourist takes with him or herself a better image than the one that was in his or her imagination before arriving, meaning that the final image overcomes the initial one. There are several factors than can build up that image and “Maré Viva Program” (PMV) can be one of them, bearing in mind that its main areas of intervention in the beaches involve first aid assistance to beach users, cleaning and safety. All these services increase the quality of the beaches making them more attractive to who will use and enjoy them, thus improving directly the image of the region in what concerns the touristic product “Sun and Beach”. “Maré Viva Program” may also have a positive impact on the development of the image of the Cascais Region through the concern and awareness that it raises in the local community to environmental and touristic aspects and therefore through the active participation and engagement it raises in the population. The present research studies the variables quality, destination image, satisfaction and behavioral intentions. Based on a descriptive and quantitative analysis, the present dissertation aims at understanding if the intervention of PMV contributes to consolidate the image of the Cascais Region. The analysis was supported on 510 inquiries to residents and national tourists on the 4 beaches under study: Carcavelos, São Pedro, Tamariz e Guincho. One conclusion is that the Program, through its recognition as a beach support, constitutes an attribute that contributes (and will contribute in the future) to the group of external forces that induces the decision for long term frequency and loyalty. Another conclusion is that the areas in that the Program intervenes (first aid assistance, cleaning and safety), are included in the ones the inquired persons explicitly refer as determinant factors of choice, pointing to PMV as an attribute that reinforces the image of the region as destination. At last, it was found out that from the intervention of the Program results the intention to recommend it and to return, showing that it constitutes another significant contribution to destination loyalty.
For a certain region, the most important thing is that after the visit the tourist takes with him or herself a better image than the one that was in his or her imagination before arriving, meaning that the final image overcomes the initial one. There are several factors than can build up that image and “Maré Viva Program” (PMV) can be one of them, bearing in mind that its main areas of intervention in the beaches involve first aid assistance to beach users, cleaning and safety. All these services increase the quality of the beaches making them more attractive to who will use and enjoy them, thus improving directly the image of the region in what concerns the touristic product “Sun and Beach”. “Maré Viva Program” may also have a positive impact on the development of the image of the Cascais Region through the concern and awareness that it raises in the local community to environmental and touristic aspects and therefore through the active participation and engagement it raises in the population. The present research studies the variables quality, destination image, satisfaction and behavioral intentions. Based on a descriptive and quantitative analysis, the present dissertation aims at understanding if the intervention of PMV contributes to consolidate the image of the Cascais Region. The analysis was supported on 510 inquiries to residents and national tourists on the 4 beaches under study: Carcavelos, São Pedro, Tamariz e Guincho. One conclusion is that the Program, through its recognition as a beach support, constitutes an attribute that contributes (and will contribute in the future) to the group of external forces that induces the decision for long term frequency and loyalty. Another conclusion is that the areas in that the Program intervenes (first aid assistance, cleaning and safety), are included in the ones the inquired persons explicitly refer as determinant factors of choice, pointing to PMV as an attribute that reinforces the image of the region as destination. At last, it was found out that from the intervention of the Program results the intention to recommend it and to return, showing that it constitutes another significant contribution to destination loyalty.
Description
Keywords
Programa Maré Viva Imagem dos destinos Qualidade Satisfação Intenções comportamentais Maré Viva Program Destination Image Quality Satisfaction Loyalty
Pedagogical Context
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril