Loading...
Publication
Imagem do destino turístico: Portugal no mercado brasileiro
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.17 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este trabalho de investigação realizou-se com o objetivo de identificar o atual ponto de vista do turista brasileiro no que concerne ao destino Portugal. Foi elaborado um estudo com base na literatura disponível a respeito da imagem de um destino e seu carácter multidisciplinar envolvente. Um fator primordial a uma pesquisa como esta é a associação da componente teórica à empírica. Assim sendo, foi realizado um questionário, o qual ficou disponibilizado on-line, direcionado ao turista brasileiro, antes e depois da visita ao país. Este levantamento de dados permitiu-nos elucidar alguns pontos importantes da temática no que diz respeito à imagem, numa abordagem cognitiva-afetiva do turista em referência. Os resultados obtidos apontam para uma imagem global positiva sobre o destino, com altos índices de satisfação após a visita ao país, valores que rondam os 60% ou mais de respostas positivas nos itens referentes a este âmbito. Porém também nos demonstra pouca ou quase nenhuma informação em alguns tópicos, nomeadamente no período ‘antes da viagem’. Detetaremos neste estudo respostas que conduziram a números os quais observa-se que em muitas situações, chegou-se a atingir quase 60% dos respondentes que não associavam o destino a muitas vertentes de relevância em Portugal. O Brasil, sendo um mercado real, potencial e ainda emergente no cenário global, possui diversas vertentes a serem exploradas pelo destino Portugal. Com o aumento da competitividade dos destinos e visto que ainda há uma forte ligação histórico-cultural entre os países, é importante que o destino transmita uma imagem favorável para este público-alvo. Considerando a imagem como um incisivo recurso de influência na decisão de escolha e compra de um destino, evidencia-se uma elaboração de estratégias de comunicação disseminadas nos diversos vetores existentes. Este trabalho de pesquisa fornece ferramentas para a aplicação de uma abordagem de diferenciação do destino, no âmbito da componente única que o destino possui em relação ao Brasil. O emprego e fortalecimento destes elementos na gestão do destino podem conduzir a uma elevação da posição competitiva neste mercado.
This research work was carried out in order to identify the current tourist Brazilian point of view with regard to Portugal. A study based on the available literature about the destination image and its multidisciplinary nature. A key factor to a research like this is the combination of theoretical and empirical aspects. Therefore, it was conducted a questionnaire and had been available online. The target was the Brazilian tourist, before and after the country visit. This data collection enabled us to clarify some important points of the subject, about the image, in a cognitive-affective approach for the tourist referred. The results point to a positive global frame about the destination, with high levels of satisfaction after visiting the country, values around 60% or more demonstrated positive responses on items related to this field. However, results also show us little or no information on some topics, particularly in the period 'before the trip.' This study detected answers that led to numbers which it is observed that in many situations, almost 60% of respondents did not associate the destiny to many relevant aspects in Portugal. Brazil, as a real, potential and still emerging marketing on the global scenery has several aspects to be taken advantage by Portugal. With the destinations competitiveness growth and since there is still a strong historical and cultural link between countries, it is important that Portugal would transmit a favorable image for this target audience. Considering the image as an incisive resource which influences in a destination selection and purchase, it is clear the necessity of communication’s strategies plans and dissemination in the various existing channels. This research provides tools for the application of a destination differentiation approach associated to the ‘unique’ component, which it is a key element related to Brazil. The implementation and strengthening of these elements in the destination management could lead to a higher position in this competitive market.
This research work was carried out in order to identify the current tourist Brazilian point of view with regard to Portugal. A study based on the available literature about the destination image and its multidisciplinary nature. A key factor to a research like this is the combination of theoretical and empirical aspects. Therefore, it was conducted a questionnaire and had been available online. The target was the Brazilian tourist, before and after the country visit. This data collection enabled us to clarify some important points of the subject, about the image, in a cognitive-affective approach for the tourist referred. The results point to a positive global frame about the destination, with high levels of satisfaction after visiting the country, values around 60% or more demonstrated positive responses on items related to this field. However, results also show us little or no information on some topics, particularly in the period 'before the trip.' This study detected answers that led to numbers which it is observed that in many situations, almost 60% of respondents did not associate the destiny to many relevant aspects in Portugal. Brazil, as a real, potential and still emerging marketing on the global scenery has several aspects to be taken advantage by Portugal. With the destinations competitiveness growth and since there is still a strong historical and cultural link between countries, it is important that Portugal would transmit a favorable image for this target audience. Considering the image as an incisive resource which influences in a destination selection and purchase, it is clear the necessity of communication’s strategies plans and dissemination in the various existing channels. This research provides tools for the application of a destination differentiation approach associated to the ‘unique’ component, which it is a key element related to Brazil. The implementation and strengthening of these elements in the destination management could lead to a higher position in this competitive market.
Description
Keywords
Imagem do destino Abordagem cognitiva-afetiva Brasil Portugal Diferenciação Destination image cognitive-affective approach Brazil
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril