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Publication
Eventos e destinos: lançamento de um modelo automóvel em Lisboa
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| 10.8 MB | Adobe PDF |
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Abstract(s)
A presente dissertação debruça-se sobre a indústria de eventos, caracteriza-a conceptualmente,apresenta a sua estrutura organizacional e os seus actores, estuda a relação entre a Indústria do Turismo e os Eventos e analisa os seus impactos (sociais, culturais, ambientais, económicos e turísticos).
Numa segunda parte, mais prática, analisam-se as categorias e tipologias de eventos, as fases do seu planeamento, passando pela conceptualização, criação até à sua gestão operacional. Para finalizar e consolidar esta dissertação, toma-se como estudo de caso um evento de média dimensão decorrido em Junho de 2008 em Lisboa. Tratou-se do lançamento de um automóvel familiar, de marca internacionalmente conhecida, que foi apresentado aos seus vendedores e concessionários a nível mundial durante 16 dias consecutivos. O enfoque deste estudo é sobre o impacto do evento na pacata Praça das Flores, conhecida pela sua harmonia urbana e pelo seu tranquilo quotidiano. Este venue, por se tratar de um espaço público, foi a parte do programa do evento que apresentou os maiores desafios, tanto ao nível do planeamento(comunicação, licenças e aspectos formais), quanto ao nível operacional do evento (vivência diária com população local, imprensa e execução da programação). O objectivo geral é desenvolver um guião para a realização de eventos em espaço público de média dimensão em Lisboa, não descurando outros aspectos genéricos, como: inventariar a logística para eventos de média dimensão; elencar as questões legais; definir o planeamento estratégico e operacional; estudar as vantagens e desvantagens destes venues para as comunidades locais e propor um processo de comunicação com os mesmos, demonstrativo dos benefícios associados a este tipo de eventos.
This master project will explore the events industry and characterize it as such, in particular on its conceptual definition, its organizational structure and actors, the relationship between the Tourism Industry and Events and its impacts (social, cultural, environmental, economic and tourism). In the second and most practical part, we analyze the categories and types of events and its specifications, the phases of the events through the creation of an event concept, its planning to its operational management. To finalize and consolidate this work we present a case study of a medium-sized event elapsed in June 2008 in Lisbon, Portugal. This was a car launch of an international known brand for its vendors and dealers worldwide during 16 consecutive days. The focus of this study is the impact of the event in the quiet square called Praça das Flores, known for its urban harmony and its quiet everyday life. Being a public space, this venue was the part of the overall program that presented the greatest challenges, both in planning (communication, licensing and formal aspects), as in its operational level (with daily living with the local community, media and staging of the event). In this context, all the elements and actions involved in such process were collected and analyzed. The overall objective is to develop a screenplay for mid-sized events in public spaces in Lisbon. While the more specific objectives are: the logistics inventory for events of medium size; rank the legal issues implicit in this type of events; set the strategic and operational planning for events of medium size; study the advantages and disadvantages of the use of these venues for local communities and propose a process of communication with them, demonstrating the benefits associated with this type of event.
This master project will explore the events industry and characterize it as such, in particular on its conceptual definition, its organizational structure and actors, the relationship between the Tourism Industry and Events and its impacts (social, cultural, environmental, economic and tourism). In the second and most practical part, we analyze the categories and types of events and its specifications, the phases of the events through the creation of an event concept, its planning to its operational management. To finalize and consolidate this work we present a case study of a medium-sized event elapsed in June 2008 in Lisbon, Portugal. This was a car launch of an international known brand for its vendors and dealers worldwide during 16 consecutive days. The focus of this study is the impact of the event in the quiet square called Praça das Flores, known for its urban harmony and its quiet everyday life. Being a public space, this venue was the part of the overall program that presented the greatest challenges, both in planning (communication, licensing and formal aspects), as in its operational level (with daily living with the local community, media and staging of the event). In this context, all the elements and actions involved in such process were collected and analyzed. The overall objective is to develop a screenplay for mid-sized events in public spaces in Lisbon. While the more specific objectives are: the logistics inventory for events of medium size; rank the legal issues implicit in this type of events; set the strategic and operational planning for events of medium size; study the advantages and disadvantages of the use of these venues for local communities and propose a process of communication with them, demonstrating the benefits associated with this type of event.
Description
Keywords
Indústria de eventos Lisboa Gestão de eventos Organização de eventos Events Industry Lisbon Events Management
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril