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Publication
Casamentos em quintas de turismo rural: os atributos do consumidor no processo de decisão e compra
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| 1.18 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos últimos anos as quintas rurais que, originalmente desempenhavam apenas um papel no sector primário e tantas vezes de cariz estritamente familiar, têm vindo a ser exploradas como espaço e/ou venue para a realização de eventos, tais como arraiais, reuniões de negócios ou de formação relacionadas com a actividade empresarial ou para a realização de diferentes cerimónias, entre as quais se destacam os casamentos no seu todo, ou apenas do copo de água a eles associado.
Na presente investigação procurou-se perceber quais as principais motivações de um indivíduo que o levam a decidir por realizar o seu casamento numa quinta rural. Nesta, como forma de enquadramento, são abordados os diversos conceitos do sector do turismo interligando-os com o segmento dos eventos.
No decurso da pesquisa bibliográfica, foi possível notar que o segmento dos casamentos, em muitos países, tem vindo a contribuir positivamente para a economia nacional, o que legitimou a introdução do conceito de turismo de casamento. Portugal, não é excepção e tem vindo a registar uma crescente procura de espaços alternativos para a realização de casamentos, à qual não será alheia a riqueza da oferta que tem vindo a ser preparada, de uma forma diferenciada, associada ao “saber receber” que lhe são próprios. Contudo, a oferta poderá não ficar restrita ao mercado interno, assim saibam os agentes envolvidos promover, no estrangeiro, esta riqueza potencial.
Por recurso a um inquérito lançado a nível da rede social Facebook, foram inquiridos casais portugueses, que haviam celebrado ou pensavam vir a celebrar o seu casamento numa quinta rural, quanto às motivações que os levaram ou levavam a escolher um espaço desta natureza para a celebração e/ou copo de água do seu casamento. Como resultado deste inquérito foi possível apurar duas ordens de factores como os principais: factores económicos e factores geográficos. De facto, a riqueza da oferta, no que à diversidade de experiências diz respeito, o custo dessa oferta e o espaço geográfico apelativo, contribuem decisivamente para a escolha final.
Os factores social e tecnológico também revelaram ter alguma importância no processo de decisão, visto que, não só, em muitos casos, se haviam consultado amigos e familiares, como também publicações de fotos e/ou vídeos, de quintas rurais, como parte desse processo.
On later years rural estates, which played a role on the primary sector have been used as a venue for business meetings or training related to business activity or for several ceremonies, such as weddings. The following investigation will also focus in understanding the couple motivations on choosing a country house for their wedding venue. It will also address several topics and concepts of the tourism sector and connect them to the events management Throughout the bibliographic research, it was noticed that the market of weddings has been greatly contributing to several countries’ economies, leading to the creation of the concept of wedding tourism. Portugal presents itself as one of the benefitted destinations of wedding tourism, as it had a growing demand in alternative weddings’ venue, in which doesn’t differentiate from the wide supply, associated for the well-known hospitality. However, the wedding supply must not restrain to the domestic market, involving all the agents to promote its potential to foreign markets, mainly due to the inflow of foreign tourist wishing to get marry in Portuguese soil. By means of an inquiry launched on the social net, Facebook, Portuguese couples that celebrated or would celebrate their wedding on a rural estate were asked for the motives that lead to choose a rural estate for their wedding ceremony. The implementation of this survey led to conclude that economic factors and geographic factors influence the couple motivations. The diverse supply, from the possible experiences that can be obtained, and its cost and geographic locations represent a strong influence in choosing rural estates as wedding venue. Social and technological factors can also influence in the decision making since, in several cases, friends and relatives are consulted for opinions or and some videos and photos posted, in social media, which captivate people attention as part of the process.
On later years rural estates, which played a role on the primary sector have been used as a venue for business meetings or training related to business activity or for several ceremonies, such as weddings. The following investigation will also focus in understanding the couple motivations on choosing a country house for their wedding venue. It will also address several topics and concepts of the tourism sector and connect them to the events management Throughout the bibliographic research, it was noticed that the market of weddings has been greatly contributing to several countries’ economies, leading to the creation of the concept of wedding tourism. Portugal presents itself as one of the benefitted destinations of wedding tourism, as it had a growing demand in alternative weddings’ venue, in which doesn’t differentiate from the wide supply, associated for the well-known hospitality. However, the wedding supply must not restrain to the domestic market, involving all the agents to promote its potential to foreign markets, mainly due to the inflow of foreign tourist wishing to get marry in Portuguese soil. By means of an inquiry launched on the social net, Facebook, Portuguese couples that celebrated or would celebrate their wedding on a rural estate were asked for the motives that lead to choose a rural estate for their wedding ceremony. The implementation of this survey led to conclude that economic factors and geographic factors influence the couple motivations. The diverse supply, from the possible experiences that can be obtained, and its cost and geographic locations represent a strong influence in choosing rural estates as wedding venue. Social and technological factors can also influence in the decision making since, in several cases, friends and relatives are consulted for opinions or and some videos and photos posted, in social media, which captivate people attention as part of the process.
Description
Keywords
Turismo Casamento Turismo de casamento Quintas rurais Motivações Tourism Wedding Wedding tourism Country houses Motivation