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Publication
A relevância das quintas da Madeira como oferta diferenciada do destino
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Abstract(s)
A Região Autónoma da Madeira constituiu-se desde cedo como um importante destino turístico e com uma forte identidade. A tipologia hoteleira Quintas da Madeira tem acompanhado a história do turismo na região e é um dos seus elementos identitários, reforçado pelo facto de ser uma marca exclusiva da região. Sendo algo tão exclusivo e diferenciador no panorama da hotelaria tradicional justifica uma particular atenção, nomeadamente ao nível do desenvolvimento de estudos aplicados.
Nesse sentido, tendo por base um estudo de caso, foi desenvolvida esta investigação que tem como objetivo principal analisar a relevância das Quintas da Madeira como oferta diferenciada do destino. Para além de uma cuidada revisão bibliográfica sobre o tema, foi desenvolvida uma investigação empírica suportada pela aplicação de questionários aos clientes alojados em todas as unidades pertencentes à tipologia Quintas da Madeira e por entrevistas a empresários e especialistas.
As etapas deste estudo incluem a caracterização conceptual da investigação, a análise do produto hoteleiro “Quintas da Madeira” e por fim, a uma apresentação de propostas que visam o desenvolvimento e respetiva valorização do produto a curto, médio e longo prazo.
A nível das conclusões, esta investigação permitiu dar resposta aos objetivos definidos, confirmar as hipóteses estabelecidas e contribuiu para melhorar o conhecimento sobre a importância das Quintas da Madeira no contexto da oferta turística da Madeira. Em suma, as Quintas da Madeira são uma tipologia única na RAM, onde a identidade e a autenticidade do destino está presente, contribuem para valorizar a imagem do destino, são valorizadas pelos clientes e são uma importante oportunidade de negócio.
Since its early beginning, Madeira Island built itself as an important tourist destination with a strong identity. In the meantime, a different hotel typology, known as Quintas da Madeira, has emerged as something unique and exclusive to the island, and has become one of its identity elements. Therefore, being something that is so distinct in the traditional hotel panorama, it deserves a particular attention, mainly in what concerns to the development of applied studies. This investigation was build up on a study case which main goal was to understand the importance of Quintas da Madeira as a distinguished offer from the destination. Not only an accurate bibliographic review about the theme was made, but also an empiric investigation was developed and supported by surveys made to hosted costumers in this kind of hotel typology, and also some personalities who are connected to this theme, such as entrepreneurs and experts. This study includes, in its different stages, the conceptual characterization of this investigation, the analysis of the typology Quintas da Madeira, and last but not least, some suggestions that aim the progress and the valorization of this product in a short, medium and long term. Regarding the conclusions, this investigation has provided an answer to the settled goals, the confirmation of the established hypothesis, and also has contributed to improve the knowledge about the importance of Quintas da Madeira in the context of the touristic offer of Madeira. Summing up, Quintas da Madeira is a unique hotel typology that is exclusive to Madeira island, and that contain all the identity and authenticity of the destination, contributing thereby to add value to the image of the destination, as it is appreciated by its customers and represents an important business opportunity.
Since its early beginning, Madeira Island built itself as an important tourist destination with a strong identity. In the meantime, a different hotel typology, known as Quintas da Madeira, has emerged as something unique and exclusive to the island, and has become one of its identity elements. Therefore, being something that is so distinct in the traditional hotel panorama, it deserves a particular attention, mainly in what concerns to the development of applied studies. This investigation was build up on a study case which main goal was to understand the importance of Quintas da Madeira as a distinguished offer from the destination. Not only an accurate bibliographic review about the theme was made, but also an empiric investigation was developed and supported by surveys made to hosted costumers in this kind of hotel typology, and also some personalities who are connected to this theme, such as entrepreneurs and experts. This study includes, in its different stages, the conceptual characterization of this investigation, the analysis of the typology Quintas da Madeira, and last but not least, some suggestions that aim the progress and the valorization of this product in a short, medium and long term. Regarding the conclusions, this investigation has provided an answer to the settled goals, the confirmation of the established hypothesis, and also has contributed to improve the knowledge about the importance of Quintas da Madeira in the context of the touristic offer of Madeira. Summing up, Quintas da Madeira is a unique hotel typology that is exclusive to Madeira island, and that contain all the identity and authenticity of the destination, contributing thereby to add value to the image of the destination, as it is appreciated by its customers and represents an important business opportunity.
Description
Keywords
Quintas da Madeira Destino Madeira Turismo Alojamento Hotelaria Identidade Diferenciação Madeira destination Tourism Accommodation Hotel Identity Differentiation