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Sustentabilidade cultural e económica da tauromaquia portuguesa: um estudo qualitativo
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Abstract(s)
A presente dissertação tem como objetivo analisar a importância cultural da tauromaquia na identidade e nas tradições culturais portuguesas, bem como avaliar o seu impacto a nível económico e cultural. A pesquisa foca as estratégias de marketing digital como meio de sustentabilidade económica e cultural.
Com a controvérsia existente no que diz respeito à sustentabilidade da tauromaquia, torna-se relevante entender de que maneira é possível manter a tauromaquia como atividade económica e espetáculo cultural. Foi detetado, no entanto, uma lacuna na literatura no que diz respeito à relação da tauromaquia com a sustentabilidade e o marketing digital, que fomos ultrapassando no decorrer deste estudo.
A pesquisa utilizou uma abordagem qualitativa, recorrendo ao método de entrevistas a 28 artistas e profissionais da tauromaquia, com as mais variadas idades, formações académicas e regiões.
Os resultados indicam que, com as estratégias certas, a tauromaquia pode continuar a ser sustentável económica e culturalmente.
Foi possível concluir que as redes sociais desempenham um papel significativo para estes artistas e profissionais, impactando de forma bastante positiva a promoção do seu trabalho. Não obstante, é necessário que sejam abordadas as estratégias corretas, visto que a tauromaquia enfrenta alguns desafios em certas áreas.
Com base nos resultados, recomenda-se que sejam estudados em maior profundidade os constrangimentos económicos do setor, a adaptação dos artistas e profissionais às plataformas digitais, e por último, futuros trabalhos empíricos quantitativos de avaliação de possíveis estratégias de marketing que promovam a indústria da tauromaquia.
This dissertation aims to analyze the cultural importance of bullfighting in Portuguese identity and cultural traditions, as well as to evaluate its impact on an economic and cultural level. This study focuses on digital marketing strategies as a means of achieving economic and cultural sustainability. With the existing controversy regarding the sustainability of bullfighting, it is relevant to understand how it is possible to maintain bullfighting as an economic activity and cultural spectacle. However, a gap in the literature was detected with regard to the relationship between bullfighting, sustainability, and digital marketing, which we overcame during this study. The research used a qualitative approach, using interviews with 28 artists and bullfighting professionals, with varied ages, academic backgrounds, and regions. The results indicate that with the right strategies, bullfighting can continue to be economically and culturally sustainable. It was possible to conclude that social networks play a significant role for these artists and professionals, positively impacting the promotion of their work. Nevertheless, it is necessary to address the right strategies, as bullfighting faces some challenges in certain areas. Based on the results, it is recommended that the economic constraints of the sector, the adaptation of artists and professionals to digital platforms, and, finally, future quantitative empirical work to evaluate possible marketing strategies that promote the bullfighting industry should be studied in greater depth.
This dissertation aims to analyze the cultural importance of bullfighting in Portuguese identity and cultural traditions, as well as to evaluate its impact on an economic and cultural level. This study focuses on digital marketing strategies as a means of achieving economic and cultural sustainability. With the existing controversy regarding the sustainability of bullfighting, it is relevant to understand how it is possible to maintain bullfighting as an economic activity and cultural spectacle. However, a gap in the literature was detected with regard to the relationship between bullfighting, sustainability, and digital marketing, which we overcame during this study. The research used a qualitative approach, using interviews with 28 artists and bullfighting professionals, with varied ages, academic backgrounds, and regions. The results indicate that with the right strategies, bullfighting can continue to be economically and culturally sustainable. It was possible to conclude that social networks play a significant role for these artists and professionals, positively impacting the promotion of their work. Nevertheless, it is necessary to address the right strategies, as bullfighting faces some challenges in certain areas. Based on the results, it is recommended that the economic constraints of the sector, the adaptation of artists and professionals to digital platforms, and, finally, future quantitative empirical work to evaluate possible marketing strategies that promote the bullfighting industry should be studied in greater depth.
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Keywords
Tauromaquia Sustentabilidade Redes sociais Marketing digital Estratégias de marketing digital