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Publication
Comunicação e promoção do Enoturismo na região de Évora: um estudo exploratório
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Advisor(s)
Abstract(s)
Este trabalho tem dois objetivos: primeiro, analisar as práticas de promoção do enoturismo no distrito de Évora; e segundo, propor a implementação de ações que melhorem estas práticas. Para analisar as práticas de promoção existentes, foi realizada uma investigação do tipo qualitativa na qual foram entrevistados profissionais de marketing e enoturismo da região. As entrevistas foram codificadas e as categorias identificadas na investigação foram agrupadas em contexto, práticas e desafios. De entre os principais resultados em termos de contexto, foi identificado que a maior motivação para a viagem do turista é a busca da experiência conjunta de gastronomia e vinho. Também no âmbito do contexto, foi identificado que o maior fator de atratividade é a amabilidade das pessoas. Já as práticas mais comuns são a oferta integrada de serviços turísticos, a presença na internet e nas redes sociais como meios de promoção e divulgação, a integração de atividades e a comunicação conjunta usando a rota do Alentejo. Finalmente, em termos de desafios, foram identificadas uma série de carências relacionadas com: falta de cooperação entre os produtores, falta de mais divulgação e comunicação e a perceção de pouca qualidade do vinho da região pelo seu preço baixo. A partir dessas carências foram apresentadas diversas propostas de implementação de melhorias das práticas de comunicação e promoção: criação de uma associação empresarial para melhorar a falta de cooperação entre produtores, usar um mix com novos meios de promoção para melhorar a divulgação e a comunicação e implementar novas ações para a promoção da qualidade do vinho da região.
This project has two objectives: first, to analyze the practices of promoting wine tourism in the district of Evora; and second, to propose the implementation of actions that improve these practices. To analyze the existing promotion practices, a qualitative investigation was carried out in which marketing and wine tourism professionals from the region were interviewed. The interviews were coded and the categories identified in the investigation were grouped into context, practices and challenges. Among the main results in terms of context, it was identified that the biggest motivation for the tourist trip is the search for the joint experience of gastronomy and wine. Also within the context, it was identified that the greatest factor of attractiveness is the kindness of people. The most common practices are the integrated offer of tourist services, the presence on the internet and social networks as a means of promotion and dissemination, the integration of activities and joint communication using the Alentejo route. Finally, in terms of challenges, a number of shortcomings were identified related to: lack of cooperation between producers, lack of more dissemination and communication and the perception of low quality of the region's wine due to its low price. Based on these shortcomings, several proposals for implementing improvements in communication and promotion practices were presented: creation of a business association to improve the lack of cooperation between producers, use a mix with new means of promotion to improve dissemination and communication and implement new actions to promote the quality of the region's wine.
This project has two objectives: first, to analyze the practices of promoting wine tourism in the district of Evora; and second, to propose the implementation of actions that improve these practices. To analyze the existing promotion practices, a qualitative investigation was carried out in which marketing and wine tourism professionals from the region were interviewed. The interviews were coded and the categories identified in the investigation were grouped into context, practices and challenges. Among the main results in terms of context, it was identified that the biggest motivation for the tourist trip is the search for the joint experience of gastronomy and wine. Also within the context, it was identified that the greatest factor of attractiveness is the kindness of people. The most common practices are the integrated offer of tourist services, the presence on the internet and social networks as a means of promotion and dissemination, the integration of activities and joint communication using the Alentejo route. Finally, in terms of challenges, a number of shortcomings were identified related to: lack of cooperation between producers, lack of more dissemination and communication and the perception of low quality of the region's wine due to its low price. Based on these shortcomings, several proposals for implementing improvements in communication and promotion practices were presented: creation of a business association to improve the lack of cooperation between producers, use a mix with new means of promotion to improve dissemination and communication and implement new actions to promote the quality of the region's wine.
Description
Keywords
Enoturismo Promoção Vinho