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Publication
Plano Estratégico Thalassal Wellness Center
| Name: | Description: | Size: | Format: | |
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| 3.04 MB | Adobe PDF |
Advisor(s)
Abstract(s)
No presente projeto apresenta-se uma análise estratégica para um novo produto turístico -
THALASSAL Wellness Center, que em complementaridade com as estruturas hoteleiras já
existentes, constitui um equipamento âncora, como via de sustentabilidade, associado em
particular à Talassoterapia, com capacidade para alavancar uma oferta diferenciada e
competitiva, num período de recuperação da pandemia Covid 19. O produto conta com
caraterísticas dissuasoras da sazonalidade e potenciadoras não só, do aumento do tempo de
estada e gastos médios, mas também do número dos visitantes e da capacidade de fidelização
do destino - ilha do Sal, Cabo Verde. Aposta no desenvolvimento de um novo Segmento
Turístico: o Turismo de Saúde e Bem-Estar (TSBE).
Pretende-se apresentar um produto turístico que acrescente valor ao destino e à experiência
dos turistas, aquando da estadia e, essencialmente, perceber a existência da oportunidade de
negócio para o THALASSAL – Wellness Center. O Centro será dedicado a programas/retreats,
de acordo com tendências globais do TSBE, no contexto na talassoterapia dadas as excelentes
caraterísticas naturais do destino. Objetiva-se, assim, o desenvolvimento de uma análise
estratégica para o Thalassal Wellness Center, num segmento de Turismo ainda não muito
explorado no destino – o de Saúde e Bem-Estar, de acordo com o conceito de férias saudáveis.
O projeto é assente numa metodologia de análise estratégica com a utilização das seguintes
ferramentas: PESTAL, Cinco Forças de Porter, SWOT e Business Model Canvas.
A análise estratégica permitiu confirmar a existência da oportunidade de negócio para o
THALASSAL – Wellness Center assente em projeções reais e atuais.
In the present project, a strategic analysis is presented for a new tourist product - THALASSAL Wellness Center, which in complementarity with the existing hotel structures, constitutes an anchor equipment, as a way of sustainability, associated in particular with Thalassotherapy, with the ability to leverage a differentiated and competitive offer, in a period of recovery from the Covid 19 pandemic. The product has characteristics that deter seasonality and enhance not only the increase in length of stay and average expenses, but also the number of visitors and the loyalty capacity of the destination – Sal Island, Cape Verde. Betting on the development of a new Tourism Segment: Health and Wellness Tourism. It is intended to present a tourist product that adds value to the destination and to the experience of tourists, during their stay and, essentially, to understand the existence of a business opportunity for THALASSAL – Wellness Center. The Center will be dedicated to programs/retreats, according to Health and Wellness Tourism's global trends, in the context of thalassotherapy given the excellent natural characteristics of the destination. The objective is, therefore, to develop a strategic analysis for the Thalassal Wellness Center, in a segment of Tourism that has not yet been explored in the destination – Health and Wellness, according to the concept of healthy vacations. The project is based on a methodology of strategic analysis using the following tools: PESTAL, Porter's Five Forces, SWOT and Business Model Canvas. The strategic analysis confirmed the existence of the business opportunity for THALASSAL – Wellness Center based on actual and current projections.
In the present project, a strategic analysis is presented for a new tourist product - THALASSAL Wellness Center, which in complementarity with the existing hotel structures, constitutes an anchor equipment, as a way of sustainability, associated in particular with Thalassotherapy, with the ability to leverage a differentiated and competitive offer, in a period of recovery from the Covid 19 pandemic. The product has characteristics that deter seasonality and enhance not only the increase in length of stay and average expenses, but also the number of visitors and the loyalty capacity of the destination – Sal Island, Cape Verde. Betting on the development of a new Tourism Segment: Health and Wellness Tourism. It is intended to present a tourist product that adds value to the destination and to the experience of tourists, during their stay and, essentially, to understand the existence of a business opportunity for THALASSAL – Wellness Center. The Center will be dedicated to programs/retreats, according to Health and Wellness Tourism's global trends, in the context of thalassotherapy given the excellent natural characteristics of the destination. The objective is, therefore, to develop a strategic analysis for the Thalassal Wellness Center, in a segment of Tourism that has not yet been explored in the destination – Health and Wellness, according to the concept of healthy vacations. The project is based on a methodology of strategic analysis using the following tools: PESTAL, Porter's Five Forces, SWOT and Business Model Canvas. The strategic analysis confirmed the existence of the business opportunity for THALASSAL – Wellness Center based on actual and current projections.
Description
Keywords
Talassoterapia Wellness Turismo de Saúde e Bem-Estar Ilha do Sal Thalassotherapy Wellness Health and Wellness Tourism Sal Island