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A oportunidade do Self-Guide: plano de negócios da Kartland Tours
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Abstract(s)
As preocupações com o ambiente são cada vez maiores e possuem uma premência cada vez maior devido à degradação crescente e agravada dos elementos naturais. Se, a isto, juntarmos a desvalorização das zonas menos desenvolvidas por parte dos agentes governativos, deparamo-nos com problemas graves não só para a prática turística, mas sobretudo para as comunidades nestas zonas.
Os recursos naturais, mesmo com poucas ações de preservação, ainda conseguem ser suficientemente fortes para serem motivo de vinda de turistas, originando um desenvolvimento a todos os níveis para a zona onde se inserem, o qual, se for aproveitado e canalizado, pode criar o efeito bola de neve positivo ao potenciar a preservação destes recursos.
Com a junção das tecnologias de informação e comunicação e o mercado turístico, é possível criar novas práticas turísticas que privilegiem a preservação dos recursos naturais e culturais do destino e os transforma como motivações de turistas. Com o recurso a ferramentas tecnológicas associadas aos destinos turísticos inteligentes (SMART Destinations) é possível desenvolver o conceito do self-guide. Este conceito traz vários benefícios tanto para o destino como para os turistas, os quais vão desde o trabalhar em rede com os diversos players presentes na região até à adequação da oferta turística em torno da experiência produzida.
A finalidade deste trabalho incide na avaliação do mercado e consequente aceitação deste conceito, enquanto estima a viabilidade económico-financeira e financeira dum projeto desta natureza. Para isso, foi realizado um trabalho compreendido em 3 partes. Inicialmente, foi feita a contextualização do conceito, recorrendo a temáticas como o turismo de natureza, as TIC e os destinos inteligentes. De seguida, analisou-se o mercado envolvente através da matriz SWOT e sua análise cruzada e a elaboração do modelo de Porter adequado ao projeto. Por fim, elaborou-se o plano de negócios que inclui componentes como o marketing, a operação e a análise económico-financeira. Procedeu-se também à inquirição junto do mercado sobre os moldes deste projeto.
Tendo-se revelado todos os indicadores de viabilidade do projeto positivos, tanto na perspetiva do projeto como do investidor, foi também avaliado um cenário pessimista (-20% de vendas) para validar a viabilidade mesmo ao surgir alguma contrariedade.
Numa análise do cenário realista versus cenário pessimista, o projeto apresenta um VAL de 164559 euros versus 36490 euros, uma TIR de 38,81% versus 13,25% e um payback period de 3 anos versus 5 anos e, na ótica do investidor apresenta um VAL de 305764 euros versus 85023 euros, uma TIR de 65,17% versus 24,5% e um payback period de 2 anos versus 5 anos, respetivamente.
The concerns with the environment are increasing, as well as the importance given to the growing and accelerated degradation of the natural elements. If we think about the depreciation of the less developed areas caused by the government agents, we are facing serious problems not only with tourism but especially within the communities of these areas. The natural resources, even with little preservation interventions, can still appeal to tourists, originating a development at all levels for the area where they are inserted. If correctly harnessed and channelled, it can create a positive snowball effect by enhancing the preservation of these resources. With the increasing usage of the information and communication technologies in the tourism market it is possible to create new tourist practices that privilege the preservation of the natural and cultural resources of the destination, as well as transforming them as motivators for tourists. With the use of technology tools associated with smart destinations, it is possible to develop the concept of Self-guide. This concept brings several benefits for the destination as well as for the tourists, which include, but not limited to, working online with the various players present in the region, by adapting the touristic offers to the experiences this creates. The purpose of this work focuses on the market evaluation and consequent acceptance of this concept while estimating the economic and financial viability of a project of this nature. For this, the work was carried out in 3 parts. Initially, the concept was contextualised, using themes such as nature tourism, ICT and smart destinations. Next, we analysed the surrounding market through the SWOT matrix and its cross-analysis, and the elaboration of the Porter model suited to the project. Finally, we elaborated the business plan that includes components such as marketing, operation and economic-financial analysis. We also proceeded to the market inquiry on the forms of this project. Having revealed all the positive viability indicators, both from the project and investor perspectives, a pessimistic scenario (-20% of sales) was also assessed to validate viability even if some setback emerged. In an analysis of the scenario considered realistic versus a pessimistic scenario, the project represents an NPV of 164559 euros versus 36490 euros, an IRR of 38,81% versus 13,25% and a payback period of three years versus five years. From the investor's point of view, it represents an NPV of 305764 euros versus 85023 euros, an IRR of 65,17% versus 24,5% and a payback period of two years versus five years, respectively.
The concerns with the environment are increasing, as well as the importance given to the growing and accelerated degradation of the natural elements. If we think about the depreciation of the less developed areas caused by the government agents, we are facing serious problems not only with tourism but especially within the communities of these areas. The natural resources, even with little preservation interventions, can still appeal to tourists, originating a development at all levels for the area where they are inserted. If correctly harnessed and channelled, it can create a positive snowball effect by enhancing the preservation of these resources. With the increasing usage of the information and communication technologies in the tourism market it is possible to create new tourist practices that privilege the preservation of the natural and cultural resources of the destination, as well as transforming them as motivators for tourists. With the use of technology tools associated with smart destinations, it is possible to develop the concept of Self-guide. This concept brings several benefits for the destination as well as for the tourists, which include, but not limited to, working online with the various players present in the region, by adapting the touristic offers to the experiences this creates. The purpose of this work focuses on the market evaluation and consequent acceptance of this concept while estimating the economic and financial viability of a project of this nature. For this, the work was carried out in 3 parts. Initially, the concept was contextualised, using themes such as nature tourism, ICT and smart destinations. Next, we analysed the surrounding market through the SWOT matrix and its cross-analysis, and the elaboration of the Porter model suited to the project. Finally, we elaborated the business plan that includes components such as marketing, operation and economic-financial analysis. We also proceeded to the market inquiry on the forms of this project. Having revealed all the positive viability indicators, both from the project and investor perspectives, a pessimistic scenario (-20% of sales) was also assessed to validate viability even if some setback emerged. In an analysis of the scenario considered realistic versus a pessimistic scenario, the project represents an NPV of 164559 euros versus 36490 euros, an IRR of 38,81% versus 13,25% and a payback period of three years versus five years. From the investor's point of view, it represents an NPV of 305764 euros versus 85023 euros, an IRR of 65,17% versus 24,5% and a payback period of two years versus five years, respectively.
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Keywords
Plano de negócios de turismo Turismo de natureza Self-guide Interior de Portugal Tourism business plan Nature tourism Interior of Portugal