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Publication
A loja interactiva na promoção turística do Porto e Norte de Portugal
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| 3.51 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Em termos gerais, este Relatório de Estágio surge da necessidade de analisar as estratégias promocionais a que o Turismo do Porto e Norte de Portugal recorre, através da acção desenvolvida pelas lojas interactivas. Estas beneficiam das sinergias criadas pela parceria entre os municípios da região do Porto e Norte em que estão integradas, em representação do Turismo do Porto e Norte de Portugal. Em termos particulares, este trabalho tem como objecto de estudo o conceito de Loja Interactiva de Turismo e a sua aplicação na região do Porto e Norte de Portugal.
As lojas interactivas de turismo do Porto e Norte de Portugal visam disponibilizar informação sobre a região do Porto e Norte, enquanto um todo funcional e símbolo distintivo da sua oferta. O presente trabalho encontra-se sustentado por um estágio de 3 meses, realizado na loja interactiva do Aeroporto Francisco Sá Carneiro, de Janeiro a Março de 2015. Nesta medida, procurou-se identificar e analisar a forma como as lojas interactivas são capazes de contribuir para a promoção e divulgação de áreas menos visitadas nesta região. Este estágio permitiu uma maior aproximação ao contexto real onde decorreram todas as acções promocionais inerentes à prática deste novo conceito de loja interactiva, vivenciando no dia-a-dia a diversidade dos eventos geridos pela loja. As lojas promovem a realização de eventos culturais, gastronómicos, musicais, artísticos, e de saúde e bem-estar, ancorados num determinado local da região do Porto e Norte de Portugal. O enquadramento teórico da temática em questão, conceitos e princípios estruturantes foram estudados para uma melhor percepção do conceito e do funcionamento da loja interactiva.
As sinergias resultantes do quadro interactivo das lojas representam uma mais-valia para os munícipios, pela multiplicação da promoção turística dos produtos disponíveis da região, através de estratégias interactivas, das novas tecnologias de informação e comunicação (TIC) e de eventos.
Por último, efectuar-se-á uma análise comparada dos vários objectivos defendidos para efeitos da promoção turística na região do Porto e Norte de Portugal, com base em entrevistas presenciais semi-estruturadas, gravadas em áudio, junto dos representantes de 7 lojas interactivas, a saber, Aeroporto Francisco Sá Carneiro, Arouca, Espinho, Maia, São João da Madeira, Santa Maria da Feira e Vila do Conde, tendo em consideração o âmbito, a acção e os objectivos da temática.
This Academic Internship Report comes from the need to analyze the promotional strategies used by the Tourism of Porto and North of Portugal, through the action undertaken by interactive tourism stores. These benefit from the synergies created by the partnership between the municipalities of Oporto and the North region in which they are integrated, representating the entity Tourism of Porto and North of Portugal. In particular, this report has as its object of study the analysis and reflection on the concept of interactive tourism stores and promotional tourism in the region of Oporto and North of Portugal. The Tourism of Porto and North of Portugal interactive tourism stores aim at providing about this region, as a functional and distinctive symbol of its offer. This was supported by a 3-month internship in the interactive tourism store of Francisco Sá Carneiro Airport, from January to March 2015. This internship helped to identify and analyze how the interactive tourism stores assist the promotion of areas which are less visited in Oporto and North of Portugal. This training period allowed the trainee to get in contact with the context in which promotional practices related to tourism interactive stores take place by experiencing the variety of events that are held in the store on a daily basis. The stores promote cultural, gastronomy, music, artistic, health and well-being events, anchored on a particular place within the region of Oporto and North of Portugal. The theoretical positioning of the theme, concepts and structural principles have been studied for a better perception of the concept, action and promotion about this interactive tourism stores. The resulting synergies from the interactive tourism stores framework represent an added value to the municipalities, by multiplying the tourism offer and products available in the region which are promoted thourgh interactive strategies, new information and communication technologies (ICT) and events, developing marketing plans and motivating tourists. Finally, comparative analysis of various objectives defended for the purposes of tourism promotion in the region of Oporto and North of Portugal will be developed, based on semi-structured face-to-face audio recorded interviews with the representatives of seven interactive tourism stores, namely, the one at Francisco Sá Carneiro Airport, and the ones in Arouca, Espinho, Maia, São João da Madeira, Santa Maria da Feira and Vila do Conde, taking into account the scope, action and objectives of the theme.
This Academic Internship Report comes from the need to analyze the promotional strategies used by the Tourism of Porto and North of Portugal, through the action undertaken by interactive tourism stores. These benefit from the synergies created by the partnership between the municipalities of Oporto and the North region in which they are integrated, representating the entity Tourism of Porto and North of Portugal. In particular, this report has as its object of study the analysis and reflection on the concept of interactive tourism stores and promotional tourism in the region of Oporto and North of Portugal. The Tourism of Porto and North of Portugal interactive tourism stores aim at providing about this region, as a functional and distinctive symbol of its offer. This was supported by a 3-month internship in the interactive tourism store of Francisco Sá Carneiro Airport, from January to March 2015. This internship helped to identify and analyze how the interactive tourism stores assist the promotion of areas which are less visited in Oporto and North of Portugal. This training period allowed the trainee to get in contact with the context in which promotional practices related to tourism interactive stores take place by experiencing the variety of events that are held in the store on a daily basis. The stores promote cultural, gastronomy, music, artistic, health and well-being events, anchored on a particular place within the region of Oporto and North of Portugal. The theoretical positioning of the theme, concepts and structural principles have been studied for a better perception of the concept, action and promotion about this interactive tourism stores. The resulting synergies from the interactive tourism stores framework represent an added value to the municipalities, by multiplying the tourism offer and products available in the region which are promoted thourgh interactive strategies, new information and communication technologies (ICT) and events, developing marketing plans and motivating tourists. Finally, comparative analysis of various objectives defended for the purposes of tourism promotion in the region of Oporto and North of Portugal will be developed, based on semi-structured face-to-face audio recorded interviews with the representatives of seven interactive tourism stores, namely, the one at Francisco Sá Carneiro Airport, and the ones in Arouca, Espinho, Maia, São João da Madeira, Santa Maria da Feira and Vila do Conde, taking into account the scope, action and objectives of the theme.
Description
Keywords
Promoção turística Tecnologias de informação e comunicação TIC Rede Porto e Norte de Portugal Loja interactiva de turismo Tourism promotion Information and communication technologies ICT Network Oporto and north of Portugal Interactive tourism store