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A importância dos eventos enoturísticos: o Essência do Vinho
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| 1.54 MB | Adobe PDF |
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Abstract(s)
Os eventos são considerados ferramentas estratégicas imprescindíveis para as empresas, e como resultado temos vindo a assistir à sua proliferação rápida. Também os eventos enoturísticos, uma vertente do enoturismo, têm conquistado progressivamente espaço nas agendas das empresas do setor vitivinícola. Considerando a importância dos eventos, e principalmente os impactos que estes podem ter, seja a nível económico, ambiental, social cultural, geográfico ou outro, tornou-se relevante a realização desta investigação, que se concentrou num evento em particular e na forma como este influencia os setores vitivinícola e turístico.
Desta forma, a presente dissertação teve como objetivo principal aprofundar as razões que levam as empresas a apostar nos eventos enoturísticos, em particular no Essência do Vinho, bem como as principais vantagens e desvantagens desta participação. Melhor compreender a linha da oferta, que neste caso é representada pelos expositores no evento presentes, e conseguir avaliar qual a posição que o grupo EV e o evento ocupam na mente dos expositores.
Para tal, foi necessário recorrer a um processo metodológico que compreende tanto uma abordagem qualitativa como quantitativa do universo em causa. Para além destas fontes primárias de recolha de dados, foram ainda consultadas fontes secundárias, que nos auxiliaram no enquadramento teórico e de contexto do objeto em causa.
O estudo permitiu aferir que o evento EV proporciona uma oportunidade de criação de ligações entre atores do setor e os clientes, que poderá refletir-se na concretização de negócios ou apenas no aumento da visibilidade da marca, sendo este último apontado como o principal retorno obtido. Mais se salienta, que a investigação permite concluir que as perceções sobre o grupo e evento EV são, no geral, bastante positivas.
Events are considered crucial strategic tools for companies, and as a result we have been witnessing their proliferation. Also, wine events, which are a wine tourism form, have made their way to the agendas of companies in the wine sector. Considering the importance of these events, and especially the impacts they may have, whether economically, environmentally, socially, culturally, geographically or other, it has become relevant to conduct this research, which focused on a particular event and how it influences both the wine sector and the tourism sector. Therefore, the main purpose of this dissertation was to understand the reasons that lead companies to invest on wine tourism events, particularly on “Essência do Vinho”, as well as the advantages and disadvantages of this participation. Get a better grasp of the supply side, which in this case is represented by the exhibitors at the event, and also be able to assess what is the position that the EV group and the EV event take in the exhibitors’ minds. To this end, it was necessary to carry out a methodological process that comprises both a qualitative and quantitative approach to the universe in question. In addition to these primary sources of data collection, secondary sources are also consulted, which helped us in the theoretical framework and in the context of the object at issue. The study showed that the EV event provides an opportunity to create relationships between wine sector players and final customers, which may get reflected in future transactions and businesses, or just increase brand visibility, the latter being indicated as the main return of the event. In addition, this investigation allows us to conclude that the perceptions about the EV group and EV event are, overall, quite positive.
Events are considered crucial strategic tools for companies, and as a result we have been witnessing their proliferation. Also, wine events, which are a wine tourism form, have made their way to the agendas of companies in the wine sector. Considering the importance of these events, and especially the impacts they may have, whether economically, environmentally, socially, culturally, geographically or other, it has become relevant to conduct this research, which focused on a particular event and how it influences both the wine sector and the tourism sector. Therefore, the main purpose of this dissertation was to understand the reasons that lead companies to invest on wine tourism events, particularly on “Essência do Vinho”, as well as the advantages and disadvantages of this participation. Get a better grasp of the supply side, which in this case is represented by the exhibitors at the event, and also be able to assess what is the position that the EV group and the EV event take in the exhibitors’ minds. To this end, it was necessary to carry out a methodological process that comprises both a qualitative and quantitative approach to the universe in question. In addition to these primary sources of data collection, secondary sources are also consulted, which helped us in the theoretical framework and in the context of the object at issue. The study showed that the EV event provides an opportunity to create relationships between wine sector players and final customers, which may get reflected in future transactions and businesses, or just increase brand visibility, the latter being indicated as the main return of the event. In addition, this investigation allows us to conclude that the perceptions about the EV group and EV event are, overall, quite positive.
Description
Keywords
Enoturismo Eventos enoturísticos Essência do Vinho Impactos Perceções Wine tourism Wine events Impacts Perceptions