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Publication
Plano de Negócios: Epic Centro, uma Startup especializada em experiências turísticas na Região Centro de Portugal
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Advisor(s)
Abstract(s)
O objetivo deste projeto é desenvolver um plano de negócios para criar a startup Epic Centro, um operador turístico especializado na zona turística mais versátil de Portugal, a Região Centro.
Estamos perante uma nova vaga de crescimento turístico onde a procura por novas experiências é uma constante. Os turistas querem conhecer novos destinos e investir os seus recursos em experiências que realmente lhes proporcionem mais-valias. É importante conhecer as expectativas do mercado e procurar desenvolver ofertas que correspondam às suas necessidades, desejos e gostos. A Epic Centro estima este contexto e procura ter em atenção as expectativas que os potenciais clientes revelam ter, para criar experiências úteis, únicas e autenticas.
Na revisão da literatura são abordados conceitos-chave ao projeto: marketing turístico, operadores turísticos e agências de viagem, marketing experiencial, experiências turísticas e plano de negócios.
A natureza do projeto envolve uma metodologia secundária e primária. A primeira com o propósito de serem estudados conceitos-chave do projeto e a segunda com o objetivo de se conhecer em primeira mão o setor. Para tal foi feito um trabalho de campo onde se recolheram dados qualitativos junto de players de mercado e dados quantitativos através da aplicação de um questionário online a 322 inquiridos.
Tendo sido meticulosa a construção das políticas de marketing-mix, o projeto termina com uma conclusão sobre a sua viabilidade estratégica e económico-financeira.
The purpose of this project is to develop a business plan to create the startup Epic Centro, a tour operator specialized in the most versatile tourist place in the Portugal, the Center Region. We are facing a new wave of tourism growth where the search for new experiences is a constant. Tourists want to know new destinations and invest their money in experiences that really provide them with added value. It is important to know the expectations of the market and seek to develop offers that match their needs and desires. Epic Centro estimates this context and tries to take into account the expectations that potential clients reveal to have, to create useful, unique and authentic experiences. In the literature review the key concepts essencials to the project are tourism marketing, tour operators and travel agencies, experiential marketing, tourism experiences and business plan. The nature of the project involves a secondary and primary methodology. The first one, with the purpose of studying key concepts of the project and the second with the objective of getting to know the sector. For that, a field work was carried out in which qualitative data were collected from key market players and quantitative data through the application of an online questionnaire to 322 respondents. Having meticulously constructed marketing-mix policies, the project ends with a conclusion about its strategic and economic-financial viability of the business plan.
The purpose of this project is to develop a business plan to create the startup Epic Centro, a tour operator specialized in the most versatile tourist place in the Portugal, the Center Region. We are facing a new wave of tourism growth where the search for new experiences is a constant. Tourists want to know new destinations and invest their money in experiences that really provide them with added value. It is important to know the expectations of the market and seek to develop offers that match their needs and desires. Epic Centro estimates this context and tries to take into account the expectations that potential clients reveal to have, to create useful, unique and authentic experiences. In the literature review the key concepts essencials to the project are tourism marketing, tour operators and travel agencies, experiential marketing, tourism experiences and business plan. The nature of the project involves a secondary and primary methodology. The first one, with the purpose of studying key concepts of the project and the second with the objective of getting to know the sector. For that, a field work was carried out in which qualitative data were collected from key market players and quantitative data through the application of an online questionnaire to 322 respondents. Having meticulously constructed marketing-mix policies, the project ends with a conclusion about its strategic and economic-financial viability of the business plan.
Description
Keywords
Marketing Turístico Operadores Turísticos e Agências de Viagem Marketing Experiencial Experiência Turística Plano de negócios