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Publication
O impacto da promoção turística e o perfil do turista no município de Almada
| Name: | Description: | Size: | Format: | |
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| 1.2 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O desenvolvimento de um destino turístico está associado a diversos fatores que
englobam diferentes stakeholders, como os consumidores, a comunidade local, o
Estado/Governo e as empresas, sendo que muitas vezes os interesses de uns conflituam
com os interesses de outros, dificultando desta forma a gestão do destino. Como tal, esta
gestão deve ser estruturada numa ótica de rede, na medida em que devem ser
desenvolvidos mecanismos de cooperação e de cocriação entre as diferentes partes
interessadas. É neste sentido que o desenvolvimento de produtos e serviços turísticos deve
ter em consideração estes mesmos interesses, de forma a estimular a oferta e a procura e
ao mesmo tempo influenciar a decisão dos turistas/visitantes.
Contudo, cabe ao turista decidir o que quer visitar, quando e como, e desta forma
é essencial o conhecimento das suas motivações e também dos diferentes perfis de turistas
existentes, para que a oferta seja ajustada a essas distintas características. Para tal é
imprescindível a geração de expectativas, que podem ser criadas pelo destino através de
diversos meios de comunicação que transmitam informação de qualidade acerca da oferta
do mesmo, com o intuito de atrair visitantes, captar a sua atenção e fidelizá-los para que
regressem e recomendem.
Neste sentido, a investigação empírica representa uma importante ferramenta no
desenvolvimento dos destinos turísticos, já que permite recolher dados relevantes sobre
o público alvo que se pretende atingir. No caso da presente dissertação, sendo o principal
objetivo traçar o perfil do turista e analisar a promoção turística de Almada, destacam-se
como algumas conclusões o facto da maioria dos visitantes de Almada serem
excursionistas e não turistas, pois a grande maioria apenas visita o destino por algumas
horas, assim como o facto de que ao nível da promoção turística do destino, esta não
demonstrou ter uma papel relevante na influência da escolha do destino, destacando-se a
necessidade de implementar novas ferramentas de promoção e divulgação da informação
no destino turístico em questão.
The development of a tourist destination is associated with countless factors that encompass different stakeholders such as consumers, local community, the state/ government and companies, where often the interests of some conflict with the interests of others, therefore hampering the management of the destination. As such, this management should be structured from a network perspective, as co-operation and cocreation mechanisms between different stakeholders should be established. It is in this sense that the development of tourism products and services must take these same interests into account in order to stimulate supply and demand while influencing the decision of tourists/visitors. However, it is up to the tourist to decide what they want to visit, when and how, and so it is essential to know their motivations and the different existing profiles of tourists, so that the offer can be adjusted to these different characteristics. To this end, it is essential to generate expectations, which can be created by the destination through several communication channels that convey quality information about its supply, in order to attract visitors, capture their attention and increase their loyalty for them to return and recommend. Consequently, empirical research represents an important tool in the development of tourist destinations, as it allows relevant data collection about the intended target market. In the case of this dissertation, being the main objective to identify the profile of the tourist of Almada as well as analyze the tourism promotion of the destination, some conclusions include the fact that most of Almada's visitors are excursionists and not tourists, as the vast majority only visit the destination for a few hours, as well as the fact that the tourist promotion of the destination has not demonstrated a relevant role in influencing the choice of destination, highlighting the need to implement new tools for promotion and dissemination of information in destination under discussion.
The development of a tourist destination is associated with countless factors that encompass different stakeholders such as consumers, local community, the state/ government and companies, where often the interests of some conflict with the interests of others, therefore hampering the management of the destination. As such, this management should be structured from a network perspective, as co-operation and cocreation mechanisms between different stakeholders should be established. It is in this sense that the development of tourism products and services must take these same interests into account in order to stimulate supply and demand while influencing the decision of tourists/visitors. However, it is up to the tourist to decide what they want to visit, when and how, and so it is essential to know their motivations and the different existing profiles of tourists, so that the offer can be adjusted to these different characteristics. To this end, it is essential to generate expectations, which can be created by the destination through several communication channels that convey quality information about its supply, in order to attract visitors, capture their attention and increase their loyalty for them to return and recommend. Consequently, empirical research represents an important tool in the development of tourist destinations, as it allows relevant data collection about the intended target market. In the case of this dissertation, being the main objective to identify the profile of the tourist of Almada as well as analyze the tourism promotion of the destination, some conclusions include the fact that most of Almada's visitors are excursionists and not tourists, as the vast majority only visit the destination for a few hours, as well as the fact that the tourist promotion of the destination has not demonstrated a relevant role in influencing the choice of destination, highlighting the need to implement new tools for promotion and dissemination of information in destination under discussion.
Description
Keywords
Turismo Destinos turísticos Perfil do turista Motivações Comunicação Promoção turística Almada Tourism Tourist destinations Tourist profile Motivations Communication Tourism promotion