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Publication
A Importância da Comunicação de Eventos no Turismo Familiar: Estudo de Caso - MARTINHAL Cascais
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Advisor(s)
Abstract(s)
Atualmente o turismo tem conhecido inúmeras transformações, em particular nas
formas de turismo que foram desenvolvidas nas últimas décadas, mas também nos segmentos de
turismo que têm, em consequência, vindo a evoluir, fruto da maior experiência e da maior
exigência do mercado turístico, que se complexificou. O presente trabalho decorre da
constatação destes desenvolvimentos e pretende ser um contributo na abordagem somente sobre
o Turismo Familiar, e no maior entendimento da comunicação desta forma de turismo, dirigida
a este mercado em particular. Em Portugal existe um grupo hoteleiro que tomou este nicho de
mercado como prioritário e tem vindo a apostar em preencher todas as necessidades e gostos das
crianças e da sua respetiva família: o Martinhal, caso de estudo que aqui se desenvolveu.
Na Estratégia de Turismo 2027 (Turismo de Portugal: 2017, p. 55) pode ler-se que, uma
das formas de valorizar o território nacional passa pela eleição de tipologias de produtos
prioritários, entre os quais: “iniciativas de estruturação de produtos ajustados a diferentes
segmentos da procura (em que se incluem, produtos específicos, designadamente, para famílias,
séniores/smart age, jovens, surf, turismo equestre, turismo militar, entre outros)”. Neste sentido,
este é um trabalho que pretende avaliar a importância dos eventos infantis/familiares (composto
por atividades, workshops, concursos ou jogos) em hotéis dedicados especialmente ao turismo
familiar, ou seja, ao segmento Famílias. A metodologia escolhida foi o caso de estudo, optando se pela unidade hoteleira Martinhal Cascais, que foi pensada detalhadamente para acolher este
segmento das famílias e as suas crianças. Acredita-se na importância estratégica do mercado
“famílias” para a dinamização da atividade turística em território nacional e pretendemos, por
via deste estudo, contribuir um pouco mais para a sua compreensão e valorização. Acredita-se
também que a comunicação se revela fundamental para chegar a este mercado, como uma
ferramenta estratégica, marcando um diferencial concorrencial relevante neste contexto.
O trabalho de dissertação organizou-se em torno de uma triangulação de conceitos
centrais: o de Eventos e de Comunicação e do Turismo Familiar como aposta estratégica para o
sector hoteleiro. A compreensão do “estado da arte” constitui a primeira parte deste projeto. A
segunda parte passa pelo estudo de caso em que se inclui a caracterização do local, os seus
valores, visão, missão e objetivos, bem como a forma como tem utilizado os eventos para
crianças como estratégia de comunicação junto do mercado “famílias”.
No trabalho empírico desenvolvido optou-se pelo recurso a fontes primárias, com a
realização de inquéritos por entrevista estruturados a colaboradores deste empreendimento. Bem
como uma observação participante, na medida em que tive oportunidade de trabalhar na unidade
e no departamento em questão. É, por isso, uma abordagem centrada no modo como a oferta se
estrutura para dar resposta às especificidades deste mercado em concreto, tentando perceber de
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que forma os Eventos constituem um contributo de afirmação daquela estratégia. Assim,
pretendeu-se com este trabalho perceber a relevância deste tipo de eventos para este mercado,
de que forma eles fazem parte da sua estratégia de comunicação e como, na medida em que
estes são passiveis de serem realizados ao longo de todo o ano, podem contribuir para a maior
visibilidade da marca; distinção face à concorrência; diminuição de sazonalidade; e finalmente
como trabalho de diferenciação de uma oferta adaptada a um mercado específico, como
preconizado na Estratégia de Turismo 2027.
Da realização deste estudo pode concluir-se que a comunicação dos eventos no turismo
familiar, em específico, constitui uma mais-valia para este segmento de mercado, pois as
famílias são um mercado importante no turismo (e para a hotelaria em si), e sendo estas um
mercado relevante, a comunicação da marca do Martinhal detém um papel fundamental e
estratégico na sua difusão. Para além disto, a comunicação de eventos torna-se crucial no
turismo familiar em particular, pois estes são uma ferramenta estratégica de alcançar maior
notoriedade das marcas hoteleiras, em particular no Martinhal, que permitem igualmente
combater a sazonalidade de um hotel.
Currently, tourism has undergone numerous transformations, particularly in the forms of tourism that have been developed in recent decades, but also in the tourism segments that have, as a result, evolved, as a result of greater experience and greater demand from the tourist market, which became more complex. The present work stems from the observation of these developments and intends to be a contribution to the approach only to Family Tourism, and to a greater understanding of the communication of this form of tourism, aimed at this particular market. In Portugal there is a hotel group that has taken this niche market as a priority and has been focusing on meeting all the needs and tastes of children and their respective families: Martinhal, a case study developed here. In the Tourism Strategy 2027 (Turismo de Portugal: 2017, p. 55) it can be read that one of the ways of valuing the national territory involves the election of priority product typologies, among which: “initiatives to structure tailored products to different segments of demand (which include specific products, namely for families, seniors/smart age, young people, surfing, equestrian tourism, military tourism, among others)”. In this sense, this is a study that aims to assess the importance of children's/family events (comprised of activities, workshops, competitions or games) in hotels dedicated especially to family tourism, that is, to the Families segment. The methodology chosen was the case study, opting for the Martinhal Cascais hotel, which was designed in detail to accommodate this segment of families and their children. It is believed in the strategic importance of the "families" market for the promotion of tourist activity in the national territory and we intend, through this study, to contribute a little more to its understanding and appreciation. It is also believed that communication is fundamental to reach this market, as a strategic tool, marking a relevant competitive differential in this context. The dissertation work was organized around a triangulation of central concepts: Events and Communication and Family Tourism as a strategic bet for the hotel sector. Understanding the “state of the art” constitutes the first part of this project. The second part goes through the case study, which includes the characterization of the place, its values, vision, mission and objectives, as well as the way in which it has used events for children as a communication strategy with the “families” market. In the empirical work developed, we chose to use primary sources, with structured interview surveys of employees of this enterprise. As well as a participant observation, as I had the opportunity to work in the unit and department in question. It is, therefore, an approach focused on the way the offer is structured to respond to the specificities of this specific market, 9 trying to understand how the Events constitute a contribution to the affirmation of that strategy. Thus, it was intended with this work to understand the relevance of this type of events for this market, in what way they are part of its communication strategy and how, insofar as these are likely to be carried out throughout the year, can contribute to the greater visibility of the brand; distinction from the competition; seasonality decrease; and finally as a work of differentiating an offer adapted to a specific market, as recommended in the Tourism Strategy 2027. From this study, it can be concluded that the communication of events in family tourism, in particular, constitutes an added value for this market segment, since families are an important market in tourism (and for the hotel industry itself), and as these are a relevant market, the communication of the Martinhal brand plays a fundamental and strategic role in its dissemination. In addition, the communication of events becomes crucial in family tourism in particular, as these are a strategic tool to achieve greater notoriety of hotel brands, in particular in Martinhal, which also make it possible to combat the seasonality of a hotel.
Currently, tourism has undergone numerous transformations, particularly in the forms of tourism that have been developed in recent decades, but also in the tourism segments that have, as a result, evolved, as a result of greater experience and greater demand from the tourist market, which became more complex. The present work stems from the observation of these developments and intends to be a contribution to the approach only to Family Tourism, and to a greater understanding of the communication of this form of tourism, aimed at this particular market. In Portugal there is a hotel group that has taken this niche market as a priority and has been focusing on meeting all the needs and tastes of children and their respective families: Martinhal, a case study developed here. In the Tourism Strategy 2027 (Turismo de Portugal: 2017, p. 55) it can be read that one of the ways of valuing the national territory involves the election of priority product typologies, among which: “initiatives to structure tailored products to different segments of demand (which include specific products, namely for families, seniors/smart age, young people, surfing, equestrian tourism, military tourism, among others)”. In this sense, this is a study that aims to assess the importance of children's/family events (comprised of activities, workshops, competitions or games) in hotels dedicated especially to family tourism, that is, to the Families segment. The methodology chosen was the case study, opting for the Martinhal Cascais hotel, which was designed in detail to accommodate this segment of families and their children. It is believed in the strategic importance of the "families" market for the promotion of tourist activity in the national territory and we intend, through this study, to contribute a little more to its understanding and appreciation. It is also believed that communication is fundamental to reach this market, as a strategic tool, marking a relevant competitive differential in this context. The dissertation work was organized around a triangulation of central concepts: Events and Communication and Family Tourism as a strategic bet for the hotel sector. Understanding the “state of the art” constitutes the first part of this project. The second part goes through the case study, which includes the characterization of the place, its values, vision, mission and objectives, as well as the way in which it has used events for children as a communication strategy with the “families” market. In the empirical work developed, we chose to use primary sources, with structured interview surveys of employees of this enterprise. As well as a participant observation, as I had the opportunity to work in the unit and department in question. It is, therefore, an approach focused on the way the offer is structured to respond to the specificities of this specific market, 9 trying to understand how the Events constitute a contribution to the affirmation of that strategy. Thus, it was intended with this work to understand the relevance of this type of events for this market, in what way they are part of its communication strategy and how, insofar as these are likely to be carried out throughout the year, can contribute to the greater visibility of the brand; distinction from the competition; seasonality decrease; and finally as a work of differentiating an offer adapted to a specific market, as recommended in the Tourism Strategy 2027. From this study, it can be concluded that the communication of events in family tourism, in particular, constitutes an added value for this market segment, since families are an important market in tourism (and for the hotel industry itself), and as these are a relevant market, the communication of the Martinhal brand plays a fundamental and strategic role in its dissemination. In addition, the communication of events becomes crucial in family tourism in particular, as these are a strategic tool to achieve greater notoriety of hotel brands, in particular in Martinhal, which also make it possible to combat the seasonality of a hotel.
Description
Parceria com a Universidade de Lisboa - Instituto de Geografia e Ordenamento do Território
Keywords
Turismo familiar eventos estratégia de comunicação comunicação turística communication strategy touristic communication Family Tourism events