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Que estratégias de internacionalização as PME do turismo desenvolvem para conquistar novos mercados?
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Advisor(s)
Abstract(s)
Hoje, a internacionalização é fundamental para o progresso de qualquer economia e as
empresas têm de rever comportamentos, possuir vantagens competitivas, que lhes permitam
usufrutuar do amplo leque de oportunidades, que a globalização propicia e, por concorrerem num
mercado global, novos e constantes estímulos de negócios são colocados. Considerando as PME
portuguesas do setor do turismo, estas assumem uma importância fundamental.
A presente dissertação tem como pergunta de partida: “Que estratégias de internacionalização
as PME do turismo desenvolvem para conquistar novos mercados?”. Tem como objetivo geral
compreender as estratégias de internacionalização desenvolvidas pelas PME portuguesas do setor do
turismo e como objetivo específico compreender os modos e modalidades de entrada que estas PME
escolheram, assim como as razões que justificam essa escolha. O ponto de partida foi o
enquadramento teórico, com a contextualização da internacionalização, abordando os conceitos de
internacionalização, dos motivos e benefícios da internacionalização, as barreiras, assim como, das
teorias e modelos de internacionalização e respetivas estratégias e os modos de entrada nos mercados
externos. A metodologia usada foi a revisão sistemática da literatura, formulando-se uma pergunta
clara e bem definida, estabelecendo-se os critérios para inclusão e exclusão dos estudos;
posteriormente, realizou-se a pesquisa abrangente e sistemática em várias bases de dados de acordo
com os critérios de seleção dos estudos, os métodos de busca, a extração de dados, a análise e a síntese
dos resultados. Realizou-se a análise estatística e qualitativa dos dados extraídos, procedeu-se à
discussão dos resultados encontrados, suas limitações e áreas para futuras pesquisas e, por fim,
redigiu-se o presente documento. As principais conclusões salientam que a estratégia de
internacionalização com maior destaque nos artigos analisados foi o Modelo de Uppsala, assim como
o modo de entrada com maior destaque foi o Investimento Direto Estrangeiro. Concluiu-se ainda que
a estratégia de internacionalização a adotar deverá ser uma combinação de mais que uma estratégia,
relevando a importância de adequar o modo de entrada no mercado às características do mesmo e que
a estratégia a adotar, deve considerar aspetos como, o tamanho, atratividade, crescimento,
concorrência, distância e acessibilidade, entre outros. Verificou-se que as principais motivações para
a internacionalização das PME portuguesas do setor do turismo, são o acesso a novos mercados, o
potencial de crescimento, as limitações do mercado interno e a procura dos ativos estratégicos. O
presente estudo permitiu ainda concluir por algumas limitações, nomeadamente pouca informação
sobre a influência da agenda da sustentabilidade na internacionalização das PME do setor do turismo
nacional; pouca informação sobre os processos pelos quais o contexto impacta na internacionalização das PME do setor do turismo, assim como a pouca informação sobre a internacionalização do turismo,
quer a nível nacional, quer a nível regional.
Today, internationalization is fundamental to the progress of any economy and companies need to review their behaviour and have competitive advantages that allow them to take advantage of the wide range of opportunities that globalization provides and, because they are competing in a global market, new and constant business stimuli are being created. Considering Portuguese SMEs in the tourism sector, these are of fundamental importance. The starting question of this dissertation is: "What internationalization strategies do tourism SMEs develop to conquer new markets?". Its general objective is to understand the internationalization strategies developed by Portuguese SMEs in the tourism sector and its specific objective is to understand the entry methods and modalities that these SMEs have chosen, as well as the reasons that justify this choice. The starting point was the theoretical framework, with the contextualization of internationalization, addressing the concepts of internationalization, the reasons and benefits of internationalization, the barriers, as well as the theories and models of internationalization and their strategies and the modes of entry into foreign markets. The methodology used was a systematic review of the literature, formulating a clear and well-defined question, establishing the criteria for inclusion and exclusion of the studies; subsequently, a comprehensive and systematic search was carried out in various databases in accordance with the criteria for selecting the studies, the search methods, data extraction, analysis and synthesis of the results. Statistical and qualitative analysis of the extracted data was carried out, the results were discussed, along with their limitations and areas for future research, and finally this document was written. The main conclusions are that the most prominent internationalization strategy in the articles analysed was the Uppsala Model, and the most prominent entry method was Foreign Direct Investment. It was also concluded that the internationalization strategy to be adopted should be a combination of more than one strategy, highlighting the importance of adapting the entry mode to the characteristics of the market and that the strategy to be adopted should consider aspects such as size, attractiveness, growth, competition, distance and accessibility, among others. It was found that the main motivations for the internationalization of Portuguese SMEs in the tourism sector are access to new markets, growth potential, the limitations of the domestic market and the search for strategic assets. This study also led to the conclusion of some limitations, namely little information on the influence of the sustainability agenda on the internationalization of Portuguese tourism SMEs; little information on the processes by which the context impacts on the internationalization of tourism SMEs, as well as little information on the internationalization of tourism, either at national or regional level.
Today, internationalization is fundamental to the progress of any economy and companies need to review their behaviour and have competitive advantages that allow them to take advantage of the wide range of opportunities that globalization provides and, because they are competing in a global market, new and constant business stimuli are being created. Considering Portuguese SMEs in the tourism sector, these are of fundamental importance. The starting question of this dissertation is: "What internationalization strategies do tourism SMEs develop to conquer new markets?". Its general objective is to understand the internationalization strategies developed by Portuguese SMEs in the tourism sector and its specific objective is to understand the entry methods and modalities that these SMEs have chosen, as well as the reasons that justify this choice. The starting point was the theoretical framework, with the contextualization of internationalization, addressing the concepts of internationalization, the reasons and benefits of internationalization, the barriers, as well as the theories and models of internationalization and their strategies and the modes of entry into foreign markets. The methodology used was a systematic review of the literature, formulating a clear and well-defined question, establishing the criteria for inclusion and exclusion of the studies; subsequently, a comprehensive and systematic search was carried out in various databases in accordance with the criteria for selecting the studies, the search methods, data extraction, analysis and synthesis of the results. Statistical and qualitative analysis of the extracted data was carried out, the results were discussed, along with their limitations and areas for future research, and finally this document was written. The main conclusions are that the most prominent internationalization strategy in the articles analysed was the Uppsala Model, and the most prominent entry method was Foreign Direct Investment. It was also concluded that the internationalization strategy to be adopted should be a combination of more than one strategy, highlighting the importance of adapting the entry mode to the characteristics of the market and that the strategy to be adopted should consider aspects such as size, attractiveness, growth, competition, distance and accessibility, among others. It was found that the main motivations for the internationalization of Portuguese SMEs in the tourism sector are access to new markets, growth potential, the limitations of the domestic market and the search for strategic assets. This study also led to the conclusion of some limitations, namely little information on the influence of the sustainability agenda on the internationalization of Portuguese tourism SMEs; little information on the processes by which the context impacts on the internationalization of tourism SMEs, as well as little information on the internationalization of tourism, either at national or regional level.
Description
Keywords
Internacionalização Estratégias PME Turismo Internationalization Strategies SME Tourism