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Turismo de negócios: criação de uma marca certificadora
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| 2.22 MB | Adobe PDF |
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Abstract(s)
No turismo de negócios a principal motivação está directa e principalmente relacionada com objectivos profissionais e empresariais e não apenas recreativos e de lazer, pelo que o valor oferecido pelo destino baseia-se fundamentalmente na disponibilidade e no bom desempenho dos elementos que satisfaçam a motivação principal.
A implementação de um sistema de gestão e de processos e a sua posterior certificação é uma mais-valia para qualquer organização. Traduz-se directamente na melhoria da imagem, acesso a novos mercados, redução de custos de funcionamento com a optimização do desempenho operacional e numa nova cultura para a sensibilização e motivação dos colaboradores, orientada para a contínua satisfação dos clientes e de todas as partes interessadas.
Dada a especificidade e a qualidade exigida a este sector e analisando a multiplicidade da oferta do turismo de negócios no seu todo, a criação de uma marca certificadora e qualificadora dos serviços inerentes ao sector apresenta-se como uma oportunidade de negócio, não só na criação da marca certificadora em si, mas também para o alvo da mesma.
O presente trabalho tem como objectivo analisar e confirmar a viabilidade de uma marca certificadora para o turismo de negócios. Realizámos assim um conjunto de pesquisas nas áreas do turismo de negócios e da certificação. Pretendeu-se aferir se existe necessidade do mercado para a criação da marca, bem como a opinião sobre procedimentos envolvidos.
Optamos pela realização de um trabalho de projecto pela pertinência do tema e pela lacuna de informação existente no mercado, o que nos levou a uma análise mais prática da sua viabilidade. Impõe-se a realização de pesquisas mais aprofundadas, nomeadamente na área da certificação.
In the business tourism sector the main motivation is directly and primarily related to business and professional goals, and not only recreational and leisure, so the value that the destination is primarily based on the availability and performance of the elements that satisfy the primary motivation. The implementation of a management and processes system and subsequent certification is an asset for any organization, resulting in improved image, access to new markets, reduces operating costs by improving operational performance and in a new culture with awareness and motivation of employees, focused on continuous improvement and customer satisfaction and all stakeholders. Given the specificity and quality required to this sector and considering the multiplicity of supply of business tourism as a whole, the creation of a certification brand that qualifies all services of the sector presents itself as a business opportunity, not only in creating the certification mark itself, but for the mark to be certified as well. This paper aims to analize and confirm the feasibility of a certification mark for business tourism. We thus conducted a survey in the area of business tourism and certification. We inquired 69 people and carried out 14 interviews with opinion leaders and entrepreneurs in the business tourism area. We want to assess whether there is market need for the creation of the brand, as well as beliefs about the procedures involved. We chose a work project on the relevance of the topic and the information gap in the market, which led us to a more practical analysis of the issues. Further research, particularly in the area of certification needs to be carried out. Given the increasing convergence of responses to the questionnaires, interviews and various tests carried out we can conclude that 1) There is a need to qualify the area of business tourism, 2) Certification is a way to professionalize and, consequently, disseminate and promote the credibility of the sector and destination, as well as the sector marks themselves 3) It is economically feasible to create a certification mark of the business tourism.
In the business tourism sector the main motivation is directly and primarily related to business and professional goals, and not only recreational and leisure, so the value that the destination is primarily based on the availability and performance of the elements that satisfy the primary motivation. The implementation of a management and processes system and subsequent certification is an asset for any organization, resulting in improved image, access to new markets, reduces operating costs by improving operational performance and in a new culture with awareness and motivation of employees, focused on continuous improvement and customer satisfaction and all stakeholders. Given the specificity and quality required to this sector and considering the multiplicity of supply of business tourism as a whole, the creation of a certification brand that qualifies all services of the sector presents itself as a business opportunity, not only in creating the certification mark itself, but for the mark to be certified as well. This paper aims to analize and confirm the feasibility of a certification mark for business tourism. We thus conducted a survey in the area of business tourism and certification. We inquired 69 people and carried out 14 interviews with opinion leaders and entrepreneurs in the business tourism area. We want to assess whether there is market need for the creation of the brand, as well as beliefs about the procedures involved. We chose a work project on the relevance of the topic and the information gap in the market, which led us to a more practical analysis of the issues. Further research, particularly in the area of certification needs to be carried out. Given the increasing convergence of responses to the questionnaires, interviews and various tests carried out we can conclude that 1) There is a need to qualify the area of business tourism, 2) Certification is a way to professionalize and, consequently, disseminate and promote the credibility of the sector and destination, as well as the sector marks themselves 3) It is economically feasible to create a certification mark of the business tourism.
Description
Keywords
Turismo de Negócios Certificação Qualidade Marca Business Tourism Certification Quality Brand
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril