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A competitividade dos destinos turísticos pela ótica do mercado emissor francês
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Abstract(s)
O setor do turismo tem-se difundido por todo o mundo, ganhando importância para as economias nacionais e regionais. Num mundo global, a competitividade entre os destinos turísticos rege-se pela capacidade de atrair o maior número de turistas, satisfazer as suas necessidades, desenvolver-se de um modo sustentável sem entrar em desequilíbrio com o estilo de vida da população residente.
Entender quais são os fatores determinantes para a eleição de um destino é crucial para a sua gestão e proporcionar aos turistas uma experiência turística memorável. Também é necessário monitorizar os acontecimentos e eventos que afetam os destinos turísticos com ofertas semelhantes, de modo a controlar a concorrência.
Ao fim de 6 meses a colaborar com a Equipa do Turismo de Portugal I.P. em Paris, verificou-se a necessidade de explorar melhor o comportamento e preferências do mercado francês em Portugal, bem como avaliar a competitividade do país face aos principais destinos concorrentes: Espanha, Itália, Grã-Bretanha e Alemanha.
Foi desenvolvido um modelo de competitividade, baseado nos modelos de Crouch e Ritchie (2003) e Dwyer e Kim (2003), com os indicadores que mais influenciam o mercado francês nas suas viagens outbound.
Recorreu-se a fontes secundárias, como os relatórios das Organizações Nacionais de Turismo (ONT) de cada país sobre o mercado francês e a dados estatísticos, e realizou-se uma entrevista estruturada exploratória aos dois peritos da Equipa de Paris para reunir o máximo de informação sobre o mercado. A maior limitação do estudo deveu-se à falta de informação objetiva e medidas claras para aplicar o modelo de competitividade.
Classificou-se a importância dos indicadores nos países em confronto e, por fim, os resultados obtidos foram comparados com os valores do Travel & Tourism Competitiveness Index (TTCI), verificando-se algumas semelhanças e diferenças entre as perceções dos franceses e as classificações globais do Índice.
Perante a análise comparativa entre os cinco destinos e segundo os indicadores avaliados, concluiu-se que os destinos mais competitivos, na ótica do mercado francês, por ordem decrescente são: Espanha, Portugal, Itália, Grã-Bretanha e Alemanha. Estes resultados diferem da ordem encontrada pelo World Economic Forum (WEF), apenas Espanha foi considerado o principal destino turístico dos franceses nos dois estudos.
The tourism sector has spread throughout the world, gaining importance in both local and regional economies. In a global world, competitiveness among tourism destinations is measured according to an area’s capacity to attract and satisfy the needs of a higher number of tourists, as well as the possibility that the industry will develop sustainably and cause minimal inconveniences to local residents. In order to manage a destination and ensure that tourists are provided with a memorable experience, it is crucial to understand the determining factors in the election of a travel destination. Also, it is necessary to monitor the events that affect the tourist destinations with similar tourist offers, in order to control the competition. At the end of a six-month internship with the Portuguese National Tourist Office Abroad in Paris, the necessity to further explore the behaviour and preferences of the French market in Portugal was verified. Furthermore, Portugal must be evaluated against its principal competitors: Spain, Italy, Great Britain and Germany. A competitiveness model for such an evaluation was developed based on Crouch and Ritchie’s (2003) and Dwyer and Kim’s (2003) models. The model contains the indicators that most influence the French market in its outbound trips. In order to gain a thorough understanding of the French market, secondary sources of information were used, such as the National Tourism Organizations’ (NTO) reports of the French market in other countries, as well as statistical data. Furthermore, a structured and exploratory interview was conducted with two experts from the National Tourism Office to ensure that sufficient data was collected. The major limitation of the study was the lack of objective information and clear measures to properly apply the competitiveness model. The indicators of the countries in conflict were classified according to their importance and, lastly, the results of the investigation were compared to the values of Travel & Tourism Competitiveness Index (TTCI). It was verified that there are both similarities and differences between French people’s perceptions and the global Index’s classifications. Following a comparative analysis between the five destinations according to the evaluated indicators, it was concluded that the most competitive destinations for the French market, in descending order, are Spain, Portugal, Italy, Great Britain and Germany. These results differ from the order found by the World Economic Forum (WEF), only Spain was considered the main tourist destination of the French in both studies.
The tourism sector has spread throughout the world, gaining importance in both local and regional economies. In a global world, competitiveness among tourism destinations is measured according to an area’s capacity to attract and satisfy the needs of a higher number of tourists, as well as the possibility that the industry will develop sustainably and cause minimal inconveniences to local residents. In order to manage a destination and ensure that tourists are provided with a memorable experience, it is crucial to understand the determining factors in the election of a travel destination. Also, it is necessary to monitor the events that affect the tourist destinations with similar tourist offers, in order to control the competition. At the end of a six-month internship with the Portuguese National Tourist Office Abroad in Paris, the necessity to further explore the behaviour and preferences of the French market in Portugal was verified. Furthermore, Portugal must be evaluated against its principal competitors: Spain, Italy, Great Britain and Germany. A competitiveness model for such an evaluation was developed based on Crouch and Ritchie’s (2003) and Dwyer and Kim’s (2003) models. The model contains the indicators that most influence the French market in its outbound trips. In order to gain a thorough understanding of the French market, secondary sources of information were used, such as the National Tourism Organizations’ (NTO) reports of the French market in other countries, as well as statistical data. Furthermore, a structured and exploratory interview was conducted with two experts from the National Tourism Office to ensure that sufficient data was collected. The major limitation of the study was the lack of objective information and clear measures to properly apply the competitiveness model. The indicators of the countries in conflict were classified according to their importance and, lastly, the results of the investigation were compared to the values of Travel & Tourism Competitiveness Index (TTCI). It was verified that there are both similarities and differences between French people’s perceptions and the global Index’s classifications. Following a comparative analysis between the five destinations according to the evaluated indicators, it was concluded that the most competitive destinations for the French market, in descending order, are Spain, Portugal, Italy, Great Britain and Germany. These results differ from the order found by the World Economic Forum (WEF), only Spain was considered the main tourist destination of the French in both studies.
Description
Keywords
Competitividade Destinos turísticos Mercado turístico Competitiveness tourism destinations Tourist market
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril