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A importância hoteleira na retenção de turistas no concelho de Coimbra
| Name: | Description: | Size: | Format: | |
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| 9.7 MB | Adobe PDF |
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Abstract(s)
A presente dissertação, a importância da oferta hoteleira na retenção de turistas no concelho de Coimbra, tem como objetivo analisar a oferta hoteleira do concelho de Coimbra tal como o perfil do hospede, permitindo saber se é possível reter turistas. Coimbra é caracterizada por ser uma cidade de passagem e com uma baixa estada média comparada com o valor nacional. Tratando-se de local com oferta cultural, histórica e patrimonial, tal como uma localização privilegiada no litoral e entre as duas maiores cidades do país, foi interessante desenvolver este estudo turístico. Com o auxilio de dados estatísticos, uma revisão bibliográfica rica em métodos e estudos científicos, bem como entrevistas realizadas ao turismo do Centro, à vereadora da Cultura da Câmara Municipal de Coimbra e às unidades hoteleiras, foi possível
retirar algumas conclusões sobre a retenção turística. A análise deste caso de estudo permitiu concluir que Coimbra tem uma fraca estratégia de retenção turística, necessitando principalmente que o destino seja mais atrativo e dinâmico para que os estabelecimentos hoteleiros desenvolvam estratégias consoante
também a oferta do destino. E, do lado da oferta, é necessário um desenvolvimento
estratégico mais rigoroso para que se possa captar mais turistas e convencê-los a
pernoitar uma noite adicional.
This report, the importance of the hotel offers in the customer retention in the city of Coimbra, has the main purpose to analyze the hotel offers in the city of Coimbra, as well as the guest profile, allowing us to know if it is possible to retain tourists. Coimbra is a city of passage, where the length of stay is generally low compared to the national rate. It was interesting to develop this tourist report because Coimbra has cultural, historical and heritage offers even as a prime location on the coast and between the two largest cities. Recognize the importance of the statistical data, the literature review on methods and scientific studies and the interviews to the center of tourism, Coimbra City Council Culture Director and hotel units, to support the conclusions of customer retention. The results allow us to conclude that Coimbra supports a weak customer retention strategies and it especially needs to be more attractive and dynamic for the hotel establishments develop strategies depending on the offer of the destination. However, on the supply-side, it is necessary one more rigorous strategic development in order to be able to attract more tourists and persuade them to spend one additional night.
This report, the importance of the hotel offers in the customer retention in the city of Coimbra, has the main purpose to analyze the hotel offers in the city of Coimbra, as well as the guest profile, allowing us to know if it is possible to retain tourists. Coimbra is a city of passage, where the length of stay is generally low compared to the national rate. It was interesting to develop this tourist report because Coimbra has cultural, historical and heritage offers even as a prime location on the coast and between the two largest cities. Recognize the importance of the statistical data, the literature review on methods and scientific studies and the interviews to the center of tourism, Coimbra City Council Culture Director and hotel units, to support the conclusions of customer retention. The results allow us to conclude that Coimbra supports a weak customer retention strategies and it especially needs to be more attractive and dynamic for the hotel establishments develop strategies depending on the offer of the destination. However, on the supply-side, it is necessary one more rigorous strategic development in order to be able to attract more tourists and persuade them to spend one additional night.
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Keywords
retenção turística destino atrativo cidade de passagem estratégia estada média costumer retention attractive destination city of passage strategy length of stay Coimbra