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Publication
A estrutura turística na náutica de recreio em Portugal: análise, reflexão e contributos
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| 4.26 MB | Adobe PDF |
Abstract(s)
No território português existem inúmeros recursos mobilizáveis para a prática de atividades náuticas de recreio. Uma necessária estrutura competitiva de mercado impõe-se para a transformação desses recursos em dinâmicas de consumo turístico. Para cumprir a meta da aferição das causas do fraco desempenho da náutica recreativa em Portugal, entrevistaram-se agentes, direta e indiretamente envolvidos a montante e a jusante da oferta turística náutica de recreio. A abordagem é predominantemente geoestratégica económica e politica. Os objetivos da dissertação passam pela compreensão do que falha, se a modelação do mercado a montante ou as restrições de consumo identificadas a jusante. Apesar da existência de muitos planos e regulamentos que gerem os territórios náuticos, verificam-se muitos constrangimentos estranguladores do consumo turístico interno. A educação e a formação para a náutica de recreio, enquanto formas de preparação e estímulos ao consumo interno são insipientes, o que condiciona a alavancagem do consumo externo. É ainda de assinalar a existência de uma grande mistificação e preconceito sob noções elitistas das práticas náuticas. Este facto é ainda mais potenciado por um diminuto poder de compra dos portugueses face aos custos associados. São fatores negativos que imperam sobre as decisões de consumo. Por outro lado, existe um complexo sistema legal e burocrático, difícil de interpretar na teoria e na prática, que condiciona a motivação dos agentes privados e dos particulares. Frequentemente, esse sistema manifesta-se nas relações internas do setor público – entre instituições estatais e conexas – sendo depois em conformidade refletidas no privado. A ambos os setores falta cooperação e sinergia, sob pena de continuarem a trabalhar o mesmo mercado com velocidades e abordagens diferentes. A mensagem passada pelas esferas governativas de que o recurso Mar é a via para a recuperação e a competitividade da economia portuguesas não é suficiente. Portugal deve adotar um novo posicionamento estratégico. Existe também pouca massa crítica associada à náutica de recreio. Existem falhas na cadeia de valor desde a transformação de matéria-prima, passando pelo fabrico dos equipamentos, até às formas de venda e assistência posterior. A distribuição passa sempre pelas figuras tradicionais de negócio associadas à dualidade das marinas e do contexto balnear. Descredibilizou-se nos últimos 40 anos a história e a cultura marítima portuguesas, o que se reflete também nos parcos hábitos de consumo. Finalmente, falta desenvolver o Marketing e estruturar territórios sob a forma de Estâncias Náuticas assentes em clusters, regionalismos culturais e socioeconómicos. Portugal, de acordo com a investigação realizada, arrisca-se, a divergir dos modelos competitivos de desenvolvimento internacional.
Within the Portuguese territory there are innumerous resources for the practice of recreational nautical activities. A necessary competitive market structure is needed for the transformation of those resources in tourism consumption dynamics. To fulfill the purpose of identifying the causes of the weak performance of the nautical recreation in Portugal, interviews were made to direct or indirect agents involved upstream and downstream of the touristic supply chain. The analysis approach is predominantly geostrategic, economical and political. The dissertation objectives are supported in the understanding of what is failing, if the models applied to the market upstream or the identified restrictions to consumption downstream. Besides the existence of a big number of plans and regulations documents applied to the management of the nautical territories there are constraints, first to the internal and consequently to the touristic consumption. In the country, the education and training for nautical recreation, needed forms of preparation and stimulation to consumption are clearly insufficient. This affects the leverage to promote the external market. It’s also important to point out the existence of a great mystification and preconception wrongly concerning the elitist nautical practices. This fact gets even stronger when the tendency of uprising costs opposes the purchasing power of the portuguese. Such negative facts are decisive for consumption wills. To make matters worse there is a complex legal and burocratic system, difficult to interpret in theory and in practice, which affects the motivation of the privates agents and consumers. Frequently that system manifests itself in the relations within the public sector – governmental institutions – and after throughout the private sector. To both sectors cooperation and synergy is missing. They are working the same market but at a rhythm of different speeds whit different approaches. The message promoted by the government spheres tells us that the sea is the way to go to recovery and get back the competitiveness of the economy, but that is not sufficient. Portugal must adopt a new strategic position. More critical mass for nautical recreation is needed. There are gaps in the value chain from the transformation of raw materials, passing through the fabrication of equipments until the sales process and post-sale assistance. The distribution depends on a tradition dual business model supported by marinas and beaches. In the past 40 years the portuguese maritime history and culture was forgotten and pushed down by lower habits of consumption of these values. Finally marketing is underdeveloped. Nautical resorts and clusters are needed structures, supported by regional culture and other social economic values. According to the investigation Portugal may be diverting the international markets competitive models.
Within the Portuguese territory there are innumerous resources for the practice of recreational nautical activities. A necessary competitive market structure is needed for the transformation of those resources in tourism consumption dynamics. To fulfill the purpose of identifying the causes of the weak performance of the nautical recreation in Portugal, interviews were made to direct or indirect agents involved upstream and downstream of the touristic supply chain. The analysis approach is predominantly geostrategic, economical and political. The dissertation objectives are supported in the understanding of what is failing, if the models applied to the market upstream or the identified restrictions to consumption downstream. Besides the existence of a big number of plans and regulations documents applied to the management of the nautical territories there are constraints, first to the internal and consequently to the touristic consumption. In the country, the education and training for nautical recreation, needed forms of preparation and stimulation to consumption are clearly insufficient. This affects the leverage to promote the external market. It’s also important to point out the existence of a great mystification and preconception wrongly concerning the elitist nautical practices. This fact gets even stronger when the tendency of uprising costs opposes the purchasing power of the portuguese. Such negative facts are decisive for consumption wills. To make matters worse there is a complex legal and burocratic system, difficult to interpret in theory and in practice, which affects the motivation of the privates agents and consumers. Frequently that system manifests itself in the relations within the public sector – governmental institutions – and after throughout the private sector. To both sectors cooperation and synergy is missing. They are working the same market but at a rhythm of different speeds whit different approaches. The message promoted by the government spheres tells us that the sea is the way to go to recovery and get back the competitiveness of the economy, but that is not sufficient. Portugal must adopt a new strategic position. More critical mass for nautical recreation is needed. There are gaps in the value chain from the transformation of raw materials, passing through the fabrication of equipments until the sales process and post-sale assistance. The distribution depends on a tradition dual business model supported by marinas and beaches. In the past 40 years the portuguese maritime history and culture was forgotten and pushed down by lower habits of consumption of these values. Finally marketing is underdeveloped. Nautical resorts and clusters are needed structures, supported by regional culture and other social economic values. According to the investigation Portugal may be diverting the international markets competitive models.
Description
Keywords
turismo náutico de recreio território estratégia mercado recreational nautical tourism territory market Portugal