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Os critérios de seleção dos artesãos nas experiências de luxo: a visão dos operadores turísticos em Portugal
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Abstract(s)
O sentido tradicional de viagens de luxo está cada vez mais associado ao consumo hedonista e emocional, enfatizando a empatia, a qualidade e a compreensão pelo impacto global que as viagens têm na sociedade e no ambiente. As empresas precisam ser mais sensíveis a esse tópico para inspirar o consumidor e promover experiências significativas, ao mesmo tempo em que fazem a sua parte na preservação global do meio ambiente e da sociedade. O objetivo desta dissertação é entender como os critérios de seleção de artesãos podem promover a sustentabilidade social durante a criação de experiências de luxo. Os objetivos específicos são: (i) identificar a visão de luxo definida pelos operadores turísticos de luxo em Portugal; (ii) compreender a perspetiva dos operadores turísticos de luxo sobre a sustentabilidade social; (iii) compreender como é que a seleção de artesãos locais potencia a sustentabilidade social; (iv) apresentar os critérios de seleção dos operadores turísticos de luxo quando escolhem artesãos para experiências de luxo sustentável. Para alcançar estes objetivos, foram autorizadas 8 entrevistas com cargos superiores dessas empresas. Posteriormente, foi realizada uma análise qualitativa, com o apoio do MaxQDA. Os resultados indicam que a perspetiva de luxo dos operadores está de acordo com a literatura e resultou de anos de experiência de trabalho com turistas exigentes. A sustentabilidade social está cada vez mais presente na mente destas empresas, na medida em que os recursos locais são mais frequentemente usados para criar experiências autênticas. Os valores relacionados com a sustentabilidade tornaram-se cruciais na formação de parcerias. Como importantes recursos culturais nas comunidades locais, os artesãos não precisam falar a língua estrangeira, apenas precisam mostrar o seu trabalho único para proporcionar uma experiência autêntica. A inteligência emocional será um fator importante ao lidar com este tipo de turista. Os resultados indicam que os critérios selecionados são: boa avaliação, confiança, capacidade de produção e resposta, adaptabilidade, atenção ao detalhe, qualidade elevada de serviço, apresentação, formação adequada e preocupação com a sustentabilidade (mostrando certificação sustentável). O que é valorizado pelos operadores turísticos de luxo em relação aos artesãos perpetuará estas profissões, contribuindo para a sua preservação. Desta forma, possibilita a prosperidade das comunidades locais onde estes artesãos vivem, promovendo a longevidade das técnicas e conhecimentos únicos destas artes.
The traditional sense of luxury travel is increasingly associated with hedonistic and emotional consumption, emphasizing empathy, quality, and an understanding of the global impact that travel has on society and the environment. Companies need to be more sensitive to this topic, to inspire the consumer and promote meaningful experiences, while doing their part for global environmental and social preservation. The aim of this thesis is to understand how artisan selection criteria can promote social sustainability during the creation of luxury experiences. Specific objectives are: (i) to identify the vision of luxury defined by luxury tour operators in Portugal; (ii) to understand the luxury tour operators’ perspective on social sustainability; (iii) to understand how the selection of local artisans enhances social sustainability; (iv) to present the selection criteria of luxury tour operators when choosing artisans for sustainable luxury experiences. To achieve the objectives, 8 interviews were authorized with senior executives from these companies. Subsequently, a qualitative analysis was carried out, supported by MaxQDA. The findings indicate that the tour operators' perspective of luxury is according to literature, and it resulted from years of experience, working these demanding tourists. Social sustainability is increasingly on the minds of these companies, as local resources are more frequently used to create authentic experiences. Values related to sustainability have become pivotal in forming partnerships. As important cultural resources in local communities, the artisans do not need to speak the foreign language, they just need to showcase their unique work to provide an authentic experience. Emotional intelligence will be an important factor in dealing with this type of tourists. Findings indicate that selected criteria are: good reputation, trustworthiness, production capacity, responsiveness, adaptability, attention to details, high quality of service, good presentation, proper training and concern with sustainability (by showing sustainable certification). What is valued by luxury tour operators regarding artisans will perpetuate these professions, contributing to their preservation. Thus, it enables the prosperity of the local communities where these artisans live, promoting the longevity of the unique techniques and knowledge of these arts.
The traditional sense of luxury travel is increasingly associated with hedonistic and emotional consumption, emphasizing empathy, quality, and an understanding of the global impact that travel has on society and the environment. Companies need to be more sensitive to this topic, to inspire the consumer and promote meaningful experiences, while doing their part for global environmental and social preservation. The aim of this thesis is to understand how artisan selection criteria can promote social sustainability during the creation of luxury experiences. Specific objectives are: (i) to identify the vision of luxury defined by luxury tour operators in Portugal; (ii) to understand the luxury tour operators’ perspective on social sustainability; (iii) to understand how the selection of local artisans enhances social sustainability; (iv) to present the selection criteria of luxury tour operators when choosing artisans for sustainable luxury experiences. To achieve the objectives, 8 interviews were authorized with senior executives from these companies. Subsequently, a qualitative analysis was carried out, supported by MaxQDA. The findings indicate that the tour operators' perspective of luxury is according to literature, and it resulted from years of experience, working these demanding tourists. Social sustainability is increasingly on the minds of these companies, as local resources are more frequently used to create authentic experiences. Values related to sustainability have become pivotal in forming partnerships. As important cultural resources in local communities, the artisans do not need to speak the foreign language, they just need to showcase their unique work to provide an authentic experience. Emotional intelligence will be an important factor in dealing with this type of tourists. Findings indicate that selected criteria are: good reputation, trustworthiness, production capacity, responsiveness, adaptability, attention to details, high quality of service, good presentation, proper training and concern with sustainability (by showing sustainable certification). What is valued by luxury tour operators regarding artisans will perpetuate these professions, contributing to their preservation. Thus, it enables the prosperity of the local communities where these artisans live, promoting the longevity of the unique techniques and knowledge of these arts.
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Keywords
Turismo de luxo Experiências de luxo Operador turístico de luxo Sustentabilidade social