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Publication
Elvas: a imagem do destino turístico. Caso: Vila Galé de Elvas
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Abstract(s)
O presente projeto surge como requisito à obtenção de Grau Mestre em Gestão do Turismo e da Hotelaria tendo como principal foco o conhecimento dos fatores de atratividade da cidade de Elvas como resposta ao desafio lançado pelo grupo Vila Galé.
Este estudo pretende analisar como é percecionada a imagem da cidade de Elvas e que fatores contribuem para a formação dessa imagem. Especificamente: (i) entender os motivos que levam os inquiridos a eleger Elvas; (ii) perceber quais as imagens e fatores diferenciais que tem uma classificação maior por parte dos inquiridos; (iii) compreender até que ponto o destino de Elvas é recomendado por parte dos inquiridos; e (iv) perceber como é que Elvas pode tornar-se mais atraente.
A amostra é constituída por 29 indivíduos, portugueses, na faixa etária dos 19 aos 74 anos de idade, não residentes em Elvas. Os dados foram recolhidos por questionário em português, com perguntas abertas e fechadas.
Os visitantes que possuem conhecimento relativamente a Elvas apresentam sugestões para melhorar a competitividade da cidade, tais como melhores meios de transporte, mais promoção e divulgação da cidade enquanto património da UNESCO, mais eventos e festividades que fomentem a ida a cidade, mais animação noturna, ter guias especializados que possam contar a história de Elvas, investimento em unidades hoteleiras e a limpeza da cidade.
This project is a requirement to obtain a Master's Degree in Tourism and Hospitality Management with the main focus being the knowledge of the attractiveness factors of the city of Elvas in response to the challenge launched by the Vila Galé group. This study intends to analyze how the image of the city of Elvas is perceived and what factors contribute to the formation of this image. Specifically: (i) understand the reasons that lead the respondents to elect Elvas; (ii) to perceive which images and differential factors have a higher classification by the respondents; (iii) to understand the extent to which the destination of Elvas is recommended by the respondents; and (iv) understand how Elvas can become more attractive. The sample consisted of 29 Portuguese individuals, aged 19 to 74 years old, who were not residents of Elvas. Data were collected by questionnaire in portuguese, with open and closed questions. Visitors who are knowledgeable about Elvas have suggestions for improving the city's competitiveness, such as better transportation, more promotion and dissemination of the city as a UNESCO heritage site, more events and festivities that encourage the city to go, more nightlife, have specialized guides who can tell the story of Elvas, invest in hotel units and clean the city.
This project is a requirement to obtain a Master's Degree in Tourism and Hospitality Management with the main focus being the knowledge of the attractiveness factors of the city of Elvas in response to the challenge launched by the Vila Galé group. This study intends to analyze how the image of the city of Elvas is perceived and what factors contribute to the formation of this image. Specifically: (i) understand the reasons that lead the respondents to elect Elvas; (ii) to perceive which images and differential factors have a higher classification by the respondents; (iii) to understand the extent to which the destination of Elvas is recommended by the respondents; and (iv) understand how Elvas can become more attractive. The sample consisted of 29 Portuguese individuals, aged 19 to 74 years old, who were not residents of Elvas. Data were collected by questionnaire in portuguese, with open and closed questions. Visitors who are knowledgeable about Elvas have suggestions for improving the city's competitiveness, such as better transportation, more promotion and dissemination of the city as a UNESCO heritage site, more events and festivities that encourage the city to go, more nightlife, have specialized guides who can tell the story of Elvas, invest in hotel units and clean the city.
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Keywords
Destino turístico Fatores de atratividade Cidade de Elvas Grupo Vila Galé