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A importância dos eventos culturais para as unidades hoteleiras da Guarda
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Abstract(s)
O turismo, ao longo das últimas décadas, tornou-se um setor fundamental para o
desenvolvimento económico e para o dinamismo dos municípios, concelhos, regiões e países.
Atualmente, com a crescente valorização do tempo de lazer e de entretenimento, o turismo é
um fator que contribui para a mobilidade populacional, tanto em território nacional como
internacional. Este fator leva os municípios e os agentes envolvidos a apostar em estratégias de
diferenciação de modo a retirar os benefícios desta atividade.
Com o aumento do turismo, as atividades culturais começaram a ter uma maior procura e os
municípios procuraram ir ao encontro do interesse das pessoas, investindo em eventos culturais.
O município da Guarda fez uma aposta na cultura, tendo dinamizado vários eventos culturais
ao longo dos anos. As particularidades da cidade da Guarda e o contínuo investimento por parte
do município em eventos culturais desafiam diariamente as unidades hoteleiras a promoverem
os seus serviços e a atraírem novos clientes. A irregularidade das taxas de ocupação ao longo
do ano devido à sazonalidade é uma realidade e uma barreira ao crescimento das mesmas.
Neste contexto, o presente trabalho de dissertação procura fazer um estudo acerca de qual a
importância dos eventos culturais para as unidades hoteleiras do município da Guarda. Nesta
investigação, foi utilizado um método qualitativo de modo a atingir os objetivos propostos.
Foram realizadas dez entrevistas, sete a diretores de unidades hoteleiras e três a órgãos do
município diretamente envolvidos na organização dos eventos dinamizados na cidade. Os
resultados mostram que os eventos culturais dinamizados na cidade são realizados em alturas
específicas do ano, o que contribui para o combate à sazonalidade. Estes eventos têm uma
duração maioritariamente superior um dia, o que incentiva à pernoita dos visitantes na cidade.
Quanto à comunicação interinstitucional, apesar de ter lacunas e ser praticamente unidirecional,
ainda assim, não impede a existência de resultados positivos para as unidades hoteleiras.
Os eventos culturais demonstram ter um impacto positivo nas unidades hoteleiras, permitindo
que haja um aumento da procura e dinamização das ofertas. Os eventos estão a contribuir
positivamente para a evolução do setor hoteleiro na cidade da Guarda.
Over time, tourism has become a fundamental sector for the economic development and for the dynamism of cities, towns, regions and countries. Currently, in a context where entertainment and leisure are increasingly valued, tourism is contributing for the mobility of the population, both in the national and the international territory. This leads cities and involved agents to invest in differentiated strategies in order to benefit from this activity. Tourism growth leads to an increasing demand for cultural activities, and cities seek to invest in cultural events in order to fulfill people’s needs. The city of Guarda has invested in culture and has organized several cultural events over the years. The singularities of Guarda and the steady investment of the city in cultural events, challenge the hotel industry to promote their services and attract new clients. The irregularity of the occupancy rate across the year due to seasonality is a barrier to the growth of hospitality units. In this context, the present dissertation intends to study the importance of cultural events for the hospitality units in Guarda. In order to achieve the proposed objectives, this investigation used qualitative methods. In total, ten interviews were conducted, seven to managers of hospitality units and three to members of the municipal agency directly involved in the organization of events in the city. The results indicate that the events occur in specific periods of the year, which contributes to counter seasonality. Usually, these events last more than one day, which encourages overnight stays. In regard to interinstitutional communication, despite the existence gaps and it being almost unidirectional, it does not prevent the existence of positive outcomes for the hospitality units. Cultural events demonstrate a positive impact in the hospitality units, allowing for an increase in demand and offering dynamization. Events are positively contributing to the progression of the hospitality sector in Guarda.
Over time, tourism has become a fundamental sector for the economic development and for the dynamism of cities, towns, regions and countries. Currently, in a context where entertainment and leisure are increasingly valued, tourism is contributing for the mobility of the population, both in the national and the international territory. This leads cities and involved agents to invest in differentiated strategies in order to benefit from this activity. Tourism growth leads to an increasing demand for cultural activities, and cities seek to invest in cultural events in order to fulfill people’s needs. The city of Guarda has invested in culture and has organized several cultural events over the years. The singularities of Guarda and the steady investment of the city in cultural events, challenge the hotel industry to promote their services and attract new clients. The irregularity of the occupancy rate across the year due to seasonality is a barrier to the growth of hospitality units. In this context, the present dissertation intends to study the importance of cultural events for the hospitality units in Guarda. In order to achieve the proposed objectives, this investigation used qualitative methods. In total, ten interviews were conducted, seven to managers of hospitality units and three to members of the municipal agency directly involved in the organization of events in the city. The results indicate that the events occur in specific periods of the year, which contributes to counter seasonality. Usually, these events last more than one day, which encourages overnight stays. In regard to interinstitutional communication, despite the existence gaps and it being almost unidirectional, it does not prevent the existence of positive outcomes for the hospitality units. Cultural events demonstrate a positive impact in the hospitality units, allowing for an increase in demand and offering dynamization. Events are positively contributing to the progression of the hospitality sector in Guarda.
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Keywords
Turismo Cultural Eventos Eventos Culturais Unidades Hoteleiras Guarda