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Publication
Turismo em Espaço Rural na Região Centro de Portugal: Um caso de Sucesso ou Insucesso?
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| 3.64 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O Turismo em Espaço Rural (TER) é reconhecidamente a alavanca para o desenvolvimento das
áreas de baixa densidade populacional. Contudo, esta modalidade não é geradora de grandes
rendimentos e as taxas de ocupação-cama (TOL) dos Empreendimentos Turísticos (ET) lá
instalados revelam-se insatisfatórias.
Partindo de tais constrangimentos, este estudo pretende verificar o sucesso do TER na Região
Centro de Portugal. Optou-se por determinar este sucesso através de 3 Linhas de Investigação
que assentam nas Características do ET, na Satisfação do Proprietário e do Cliente.
Esta investigação teve por base 77 inquéritos respondidos online pelos proprietários/gestores
de Empreendimentos Turísticos de TER e Turismo de Habitação (TH) da Região Centro.
Dos dados recolhidos e da investigação levada a cabo, através das Regressões Lineares e
Logísticas de seis variáveis dependentes, concluiu-se que esta modalidade é, efetivamente, um
caso de sucesso nesta Região, particularmente do ponto de vista dos Proprietários. Não
obstante, verifica-se a necessidade de combater as baixas TOL, através da planificação de um
conjunto de estratégias eficientes e assertivas, que passam pelo recurso ao marketing, à
formação contínua dos proprietários na área da gestão, pelo estabelecimento de redes de
trabalho a nível local, pelo desenvolvimento de produtos e serviços inovadores e adequados à
procura, bem como por uma oferta de elevada qualidade e conforto.
Uma breve análise à evolução do turismo, começando com o seu conceito, foi considerada para
o enquadramento deste estudo, bem como as singularidades do TER, em termos gerais.
Posteriormente, particularizou-se a evolução do TER em Portugal, caracterizando-se a procura,
os agentes de oferta, o perfil do turista, as formas de revitalização dos espaços rurais,
analisando-se a perspetiva dos residentes e traduzindo-se em números essa mesma evolução.
De modo a terminar a contextualização teórica, tentou-se perceber que fatores concorrem para
o sucesso empresarial do TER.
Atendendo à extensão e diversidade paisagística e de recursos da Região Centro, procedeu-se a
uma caracterização resumida dos contextos físico e geográfico, sociodemográfico e
socioeconómico, realçando-se algumas das suas potencialidades e fragilidades.
Palavras Chave: Turismo Espaço Rural; Região Centro; Sucesso Empresarial;
Empreendimentos Turísticos
Tourism in Rural Space (TRS) is recognized as the lever for the development of areas of low population density. However, this modality does not generate large incomes, and the bed occupancy rates of the Tourist Ventures installed there are unsatisfactory. Starting from such constraints, this study intends to verify the success of the TRS in the Central Region of Portugal. It was decided to determine this success through 3 Lines of Research that are based on Ventures’ Characteristics, on Owner and Customer Satisfaction. This investigation was based on 77 surveys answered online by the owners / managers of Tourist Ventures of TRS and Housing Tourism of the Centro Region. From the data collected and the research carried out through the Linear and Logistic Regressions of six dependent variables, it was concluded that this modality is indeed a success case in this Region, particularly from the Owners’ point of view. Nonetheless, there is a need to combat low bed occupancy rates by planning a set of efficient and assertive strategies, ranging from marketing, to ongoing management training, to the establishment of networks at Local level, the development of innovative products and services that are suitable for the demand and an offer of high quality and comfort. A brief analysis of the evolution of tourism, starting with its concept, was considered for the framework of this study, as well as the singularities of TRS in general terms. Subsequently, the evolution of the TRS in Portugal was characterized, with the demand, supply agents, tourist profile, ways of revitalizing rural spaces being analyzed, analyzing the perspective of the residents and translating into numbers this same evolution. In order to finish the theoretical contextualization, it was tried to perceive which factors contribute to the business success of the TRS. Given the extension and landscape and resources diversity of the Central Region, a brief characterization of the physical and geographic, socio-demographic and socio-economic contexts was carried out, highlighting some of its potentialities and weaknesses. Keywords: Tourism Rural Space; Central Region; Business Success; Tourist enterprises
Tourism in Rural Space (TRS) is recognized as the lever for the development of areas of low population density. However, this modality does not generate large incomes, and the bed occupancy rates of the Tourist Ventures installed there are unsatisfactory. Starting from such constraints, this study intends to verify the success of the TRS in the Central Region of Portugal. It was decided to determine this success through 3 Lines of Research that are based on Ventures’ Characteristics, on Owner and Customer Satisfaction. This investigation was based on 77 surveys answered online by the owners / managers of Tourist Ventures of TRS and Housing Tourism of the Centro Region. From the data collected and the research carried out through the Linear and Logistic Regressions of six dependent variables, it was concluded that this modality is indeed a success case in this Region, particularly from the Owners’ point of view. Nonetheless, there is a need to combat low bed occupancy rates by planning a set of efficient and assertive strategies, ranging from marketing, to ongoing management training, to the establishment of networks at Local level, the development of innovative products and services that are suitable for the demand and an offer of high quality and comfort. A brief analysis of the evolution of tourism, starting with its concept, was considered for the framework of this study, as well as the singularities of TRS in general terms. Subsequently, the evolution of the TRS in Portugal was characterized, with the demand, supply agents, tourist profile, ways of revitalizing rural spaces being analyzed, analyzing the perspective of the residents and translating into numbers this same evolution. In order to finish the theoretical contextualization, it was tried to perceive which factors contribute to the business success of the TRS. Given the extension and landscape and resources diversity of the Central Region, a brief characterization of the physical and geographic, socio-demographic and socio-economic contexts was carried out, highlighting some of its potentialities and weaknesses. Keywords: Tourism Rural Space; Central Region; Business Success; Tourist enterprises
Description
Keywords
Turismo Espaço Rural Região Centro Sucesso Empresarial Empreendimentos Turísticos