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Eventos religiosos e turismo: a promoção turística como fator determinante na romaria de Nossa Senhora d´Agonia
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Abstract(s)
A presente dissertação de mestrado, realizada no âmbito do Mestrado em Turismo e
Comunicação, lecionado pelo IGOT- Instituto de Geografia e Ordenamento do Território e pela
ESHTE- Escola Superior de Hotelaria e Turismo do Estoril, tem por base o trabalho realizado ao
longo de 18 meses de investigação e análise de dados.
A festa em honra da Nossa Senhora d’Agonia é a festividade mais célebre da cidade de
Viana do Castelo e é responsável pela atração de milhares de pessoas à região do Alto Minho
todos os anos durante o mês de agosto. É uma das festas populares mais únicas do país, sendo
reconhecida pelos turistas e pelos residentes da região, como a “Romaria das Romarias”.
Com esta dissertação de mestrado, pretendeu-se principalmente determinar se a promoção
realizada pelas entidades promotoras da Romaria de Nossa Senhora d’Agonia é o principal fator
contribuinte para o crescente número de visitantes que se tem verificado ano após ano e se a
mesma cria uma relação de simbiose entre o crescimento turístico e a evolução económica da
cidade. Para tal, estudou-se a perspetiva do mercado quanto à sua satisfação com a promoção
realizada pelas entidades responsáveis.
Em termos metodológicos, na primeira parte da investigação procedeu-se à análise
documental; quis-se assim, executar um enquadramento teórico, estudar e aprofundar a história
da Romaria e todas as suas componentes e analisar dados estatísticos do turismo praticado em
Viana do Castelo, mais precisamente no mês de agosto.
Numa vertente mais prática, foi utilizada uma abordagem quantitativa que se traduziu na
aplicação de inquéritos aos visitantes durante o evento no ano de 2022, um inquérito já posto em
prática em 2014, de forma a descobrir a sua opinião sobre a promoção feita pelas entidades
organizadoras, o que poderia ser melhorado e averiguar as mudanças que surgiram durante os
últimos oito anos.
Por último, verificou-se que os inquiridos estão satisfeitos com a promoção realizada pela
entidade promotora, mas esta mesma promoção não aparenta ser suficiente para trazer novos
visitantes à cidade de Viana do Castelo como pretendido. A Romaria continua a crescer, mas o
meio de divulgação mais eficaz continua a ser o boca-a-boca através das pessoas que já
participaram no evento em anos anteriores.
The present master thesis, carried out within the master’s degree in Tourism and Communication, lectured in IGOT and ESHTE, is based on the work done over eighteen months of research and data analysis. The festival in honor of “Nossa Senhora d’Agonia” is the most famous festivity in the city of Viana do Castelo and is responsible for attracting thousands of people to the Alto Minho region every year during the month of august. It is one of the most unique popular festivities in the country, being recognized by tourists and residents of the region as the “Romaria das Romarias” (The Festival of the Festivals). With this master's thesis, the main aim was to determine whether the promotion carried out by the entities promoting the “Romaria de Nossa Senhora d'Agonia” is the main contributing factor to the growing number of visitors that has been verified year after year and whether it creates a symbiotic relationship between tourism growth and the economic evolution of the city. To this end, the market's perspective was studied regarding its satisfaction with the promotion carried out by the responsible entities. In methodological terms, in the first part of the investigation, document analysis was performed; the aim was, therefore, to carry out a theoretical framework, to study and deepen the history of the “Romaria” and all its components and to analyse statistical data on the tourism practiced in Viana do Castelo, more precisely in the month of august. In a more practical aspect, a quantitative approach was used which resulted in the application of surveys to visitors during the event in 2022, a survey already put into practice in 2014, in order to find out their opinion about the promotion carried out by the organizing entities, what could be improved and see the changes that have arisen during the last eight years. Finally, it was found that respondents are satisfied with the promotion carried out by the promoting entity, but this same promotion does not seem to be enough to bring new visitors to the city of Viana do Castelo as intended. The “Romaria” continues to grow, but the most effective means of dissemination continues to be word-of-mouth through people who have participated in the event in previous years.
The present master thesis, carried out within the master’s degree in Tourism and Communication, lectured in IGOT and ESHTE, is based on the work done over eighteen months of research and data analysis. The festival in honor of “Nossa Senhora d’Agonia” is the most famous festivity in the city of Viana do Castelo and is responsible for attracting thousands of people to the Alto Minho region every year during the month of august. It is one of the most unique popular festivities in the country, being recognized by tourists and residents of the region as the “Romaria das Romarias” (The Festival of the Festivals). With this master's thesis, the main aim was to determine whether the promotion carried out by the entities promoting the “Romaria de Nossa Senhora d'Agonia” is the main contributing factor to the growing number of visitors that has been verified year after year and whether it creates a symbiotic relationship between tourism growth and the economic evolution of the city. To this end, the market's perspective was studied regarding its satisfaction with the promotion carried out by the responsible entities. In methodological terms, in the first part of the investigation, document analysis was performed; the aim was, therefore, to carry out a theoretical framework, to study and deepen the history of the “Romaria” and all its components and to analyse statistical data on the tourism practiced in Viana do Castelo, more precisely in the month of august. In a more practical aspect, a quantitative approach was used which resulted in the application of surveys to visitors during the event in 2022, a survey already put into practice in 2014, in order to find out their opinion about the promotion carried out by the organizing entities, what could be improved and see the changes that have arisen during the last eight years. Finally, it was found that respondents are satisfied with the promotion carried out by the promoting entity, but this same promotion does not seem to be enough to bring new visitors to the city of Viana do Castelo as intended. The “Romaria” continues to grow, but the most effective means of dissemination continues to be word-of-mouth through people who have participated in the event in previous years.
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Keywords
Turismo religioso Eventos Promoção turística Viana do Castelo Religious tourism Events Tourism promotion