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Publication
Pequenos turistas: a oferta de empresas hoteleiras direcionada ao segmento infantil
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Abstract(s)
Atualmente, o mercado das famílias com crianças constitui um dos segmentos mais
significativos no turismo. Apesar disto, verifica-se a tendência de negligência da criança nos
estudos de turismo. Na qualidade de consumidoras de produtos e serviços turísticos, também as
crianças possuem necessidades e desejos, o que releva a importância de que produtos e serviços
turísticos sejam para si planeados, adequados e direcionados, para que o turismo lhes seja também
acessível.
Os destinos de Sol e Mar são populares entre as famílias com crianças. Percecionado
como destino familiar, o Algarve é especialmente atrativo para este público, o que justifica a
opção de investigar a oferta para o segmento infantil, de vinte e nove estabelecimentos hoteleiros
dos concelhos de Portimão, Albufeira e Loulé e o seu posicionamento para este público. Através
da análise dos seus websites e páginas oficiais na plataforma Booking foi possível caraterizar a
oferta destas empresas para o segmento infantil, que se destaca especialmente em termos de
espaços de lazer, atividades e serviços. Constata-se que todas as empresas disponibilizam, pelo
menos, um espaço adequado e ou direcionado ao público-infantil, nomeadamente a piscina.
Adicionalmente, destaca-se a oferta de parque infantil e Kids Club em alguns estabelecimentos e
outras particularidades numa minoria de empresas. Atividades são oferecidas por alguns
estabelecimentos, destacando-se os trabalhos manuais, jogos, brinquedos, jogos de grupo,
atividades desportivas e atividades didáticas. A oferta de serviços é disponibilizada em quase
todas as empresas, sendo mais comuns o serviço de babysitting, alimentação para crianças, camaextra
e canais de televisão infantil.
Adicionalmente, um mapa de posicionamento com recurso à análise de clusters permitiu
identificar quatro grupos de hotéis, em função da sua oferta de espaços de lazer e atividades. Os
Non-Providers correspondem à maioria da amostra e caraterizam-se por uma oferta diminuta e
insuficiente para o segmento infantil. Os Facility Providers limitam a sua oferta a espaços de
lazer. Os Providers disponibilizam uma oferta significativa de espaços de lazer e elevada de
atividades. Finalmente, o Full Provider corresponde apenas a uma empresa e apresenta a oferta
mais vasta e completa a nível de espaços de lazer e atividades. Estes dois últimos grupos parecem
dedicar-se especialmente à satisfação das necessidades e desejos do segmento infantil, que
constitui um dos seus públicos-alvo. Tendo isto presente, é fulcral que o setor adeque e desenvolva
produtos e serviços turísticos dirigidos a este público e reconheça o seu papel social de turista.
Currently, the market segment of families with children is one of the most significant segments in tourism. Despite this, children are neglected in tourism studies. As consumers of tourism products and services, children also have needs and wants, which highlights the importance of tourism products and services being planned, appropriate and directed to this public, so that tourism is also accessible to them. Beach destinations are popular with families with children. Perceived as a family destination, the Algarve is especially attractive to this public. This explains the decision to investigate the offer of twenty-nine hotel establishments in the municipalities of Portimão, Albufeira and Loulé to the children’s segment as well as their positioning towards this audience. Through the analysis of their websites and official pages in the Booking platform it was possible to characterize the offer of these companies for the children segment, which stands out especially in terms of leisure spaces, activities and services. One can see that all companies provide at least one child-directed leisure space, namely the swimming pool. Additionally, some hotel establishments offer playground and Kids Club and a minority of companies offer other leisure spaces. Activities are offered by some establishments, especially crafts, games, toys, group activities, sports activities and educational activities. Services are available in almost all companies, the most common being babysitting, baby food, extra bed and children's TV channels. Additionally, a positioning map using cluster analysis allowed us to identify four groups of hotels, according to their offer of leisure spaces and activities. Non-Providers form most of the sample and are characterized by a small and insufficient offer for the children segment. Facility Providers only offer leisure spaces. Providers are characterized offer a significant number of leisure spaces and several activities. Finally, the Full Provider comprises only one company which features the widest and most complete leisure spaces and activities’ offer. These last two groups seem to be especially focused on meeting the needs and wants of the children segment, which is one their target audiences. Keeping this in mind, it is crucial that the industry tailor and develop products and services aimed at this audience and recognize their social role as tourists. Keywords: children, children segment, hotel establishments, offer, positioning
Currently, the market segment of families with children is one of the most significant segments in tourism. Despite this, children are neglected in tourism studies. As consumers of tourism products and services, children also have needs and wants, which highlights the importance of tourism products and services being planned, appropriate and directed to this public, so that tourism is also accessible to them. Beach destinations are popular with families with children. Perceived as a family destination, the Algarve is especially attractive to this public. This explains the decision to investigate the offer of twenty-nine hotel establishments in the municipalities of Portimão, Albufeira and Loulé to the children’s segment as well as their positioning towards this audience. Through the analysis of their websites and official pages in the Booking platform it was possible to characterize the offer of these companies for the children segment, which stands out especially in terms of leisure spaces, activities and services. One can see that all companies provide at least one child-directed leisure space, namely the swimming pool. Additionally, some hotel establishments offer playground and Kids Club and a minority of companies offer other leisure spaces. Activities are offered by some establishments, especially crafts, games, toys, group activities, sports activities and educational activities. Services are available in almost all companies, the most common being babysitting, baby food, extra bed and children's TV channels. Additionally, a positioning map using cluster analysis allowed us to identify four groups of hotels, according to their offer of leisure spaces and activities. Non-Providers form most of the sample and are characterized by a small and insufficient offer for the children segment. Facility Providers only offer leisure spaces. Providers are characterized offer a significant number of leisure spaces and several activities. Finally, the Full Provider comprises only one company which features the widest and most complete leisure spaces and activities’ offer. These last two groups seem to be especially focused on meeting the needs and wants of the children segment, which is one their target audiences. Keeping this in mind, it is crucial that the industry tailor and develop products and services aimed at this audience and recognize their social role as tourists. Keywords: children, children segment, hotel establishments, offer, positioning
Description
Keywords
Criança Segmento infantil Estabelecimentos hoteleiros Oferta Posicionamento Children Children segment Hotel establishments Offer Positioning