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Marketing estratégico no combate à sazonalidade. Caso de estudo: Parque Nacional do Arquipélago de Bazaruto (Moçambique)
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| 2.26 MB | Adobe PDF |
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Abstract(s)
O turismo em Moçambique é uma atividade em crescimento. As ilhas do PNAB são caraterizadas por uma rica paisagem e diversidade de recursos naturais, o que as colocam como um dos destinos com maior atratividade a nível nacional, e atualmente são consideradas como um destino direcionado ao turismo de classe alta.
A sazonalidade é um dos aspetos que tem afetado a atividade turística e caracteriza-se por um período ou época do ano de maior ou menor concentração de turistas num determinado destino. O estudo da sazonalidade é importante para os destinos, pois, ajuda na criação de planos mais adequados para uma melhor estruturação da oferta e gestão de fluxos turísticos. É neste âmbito que surge a pesquisa com o objetivo de estabelecer estratégias que mitiguem a sazonalidade no PNAB, através do marketing estratégico.
Das estratégias conhecidas para suavização da sazonalidade que vão desde as estratégias de preços, diversificação dos atrativos e dos mercados, entre outras, para esta pesquisa foram consideradas mais indicadas, as estratégias de diversificação da oferta turística, a segmentação do mercado e a estratégia flexível de Poon.
Nesta perspetiva, para a efetivação da pesquisa recorreu-se a pesquisa bibliográfica, documental e da Internet, para obtenção do suporte teórico da investigação, a trabalho de campo que consistiu na aplicação de entrevistas e questionários e, posteriormente, a análise, interpretação e discussão dos resultados.
Os resultados apurados orientam o destino para uma reestruturação da oferta turística, uma qualificação das infraestruturas e equipamentos de apoio ao turismo, bem como a melhoria das ferramentas de marketing atualmente utilizadas, com vista a tornar-se mais competitivo no mercado e aumentar a procura turística.
The tourism in Mozambique is measured as a growing activity. The PNAB islands are characterized by a rich landscape and diversity of natural resources, characteristics which places them as one of the most attractive tourism destinations nationally for upper-class tourism. Seasonality is a concept actually well-known and documented in tourism researches as a phenomenon which affects all the regions and enterprises whether considerably or slightly and is characterized by a greater or lesser concentration of tourists during the year in a particular tourism destination. Scientifique discussion and researches about seasonality are very important to maintain tourism destinations “alive” for the reason that it helps to create more suitable strategies and plans for a better structuring of their tourism supply and management of tourist flows plans. It is in this context that the research appears with the aim of establishing strategies to mitigate the seasonality in PNAB through strategic marketing for tourism destinations. Many strategies take part to address the effects of seasonality such as pricing strategies, diversifying the tourism attractions, tourism market diversification, etc., thus for the present research were elicited as the most fitting for the destination, the tourism supply diversification, tourism demand segmentation and Poon’s flexible strategies. To turn the research into reality were used the following methods and techniques, literature, documents and the Internet research to obtain the theoretical support of research, field work using for the case the interviews and questionnaires and later, analysis, interpretation and discussion of results. The calculated results guide the destination for a restructuring of tourism, a qualification of infrastructure and tourism support equipment, as well as improved marketing tools currently used in order to become more competitive in the market and increasing tourist demand.
The tourism in Mozambique is measured as a growing activity. The PNAB islands are characterized by a rich landscape and diversity of natural resources, characteristics which places them as one of the most attractive tourism destinations nationally for upper-class tourism. Seasonality is a concept actually well-known and documented in tourism researches as a phenomenon which affects all the regions and enterprises whether considerably or slightly and is characterized by a greater or lesser concentration of tourists during the year in a particular tourism destination. Scientifique discussion and researches about seasonality are very important to maintain tourism destinations “alive” for the reason that it helps to create more suitable strategies and plans for a better structuring of their tourism supply and management of tourist flows plans. It is in this context that the research appears with the aim of establishing strategies to mitigate the seasonality in PNAB through strategic marketing for tourism destinations. Many strategies take part to address the effects of seasonality such as pricing strategies, diversifying the tourism attractions, tourism market diversification, etc., thus for the present research were elicited as the most fitting for the destination, the tourism supply diversification, tourism demand segmentation and Poon’s flexible strategies. To turn the research into reality were used the following methods and techniques, literature, documents and the Internet research to obtain the theoretical support of research, field work using for the case the interviews and questionnaires and later, analysis, interpretation and discussion of results. The calculated results guide the destination for a restructuring of tourism, a qualification of infrastructure and tourism support equipment, as well as improved marketing tools currently used in order to become more competitive in the market and increasing tourist demand.
Description
Keywords
Estratégia Marketing Sazonalidade Procura Oferta Destino turístico Strategy Marketing Seasonality Demand Supply Tourist destination