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Comportamento do consumidor no setor do turismo rural: comparação do período pré e pós pandemia
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Abstract(s)
O comportamento do consumidor é um fator de elevada importância no que diz respeito
ao mercado e a análise do mesmo é um tópico relevante que deve ser tido em conta no
dia a dia das empresas e negócios.
Estes comportamentos e atitudes dos consumidores estão sujeitos a alterações ou
adaptações devido a impactos externos. O surgimento da pandemia Covid-19 no ano
de 2020, que veio alterar de forma quase imediata as atitudes dos consumidores e toda
a economia mundial, é um exemplo destes fatores.
Um dos setores que foi mais afetado pela pandemia foi o turismo a nível mundial com
as restrições e receios em relação a deslocações para fora do país e, em determinada
altura, até para fora da cidade de residência.
Neste contexto, o objetivo desta investigação é compreender de que forma a pandemia
pode ou não ter afetado o comportamento do consumidor no contexto do turismo rural
em Portugal e interpretar as principais alterações caso se verifiquem. Para tal, foi
desenvolvida uma revisão da literatura com o objetivo de enquadrar e obter informações
de estudos já existentes sobre temas que foram considerados relevantes para o
presente estudo.
Numa fase posterior, foi aplicada a investigação através de uma análise quantitativa dos
consumidores portugueses no setor do turismo rural com ênfase na região norte.
Terminada a análise, foi possível concluir que efetivamente existiram alterações no setor
do turismo a nível mundial, no entanto, o turismo rural em Portugal pode ter sofrido
alguns impactos positivos com a pandemia.
Consumer behaviour is a highly important factor when it comes to the market and its analysis is a relevant topic that must be considered in the day-to-day running of companies and businesses. These consumer behaviors and attitudes are subject to change or adaptation due to external impacts. The emergence of the Covid-19 pandemic in 2020, which almost immediately changed consumer attitudes and the entire world economy, is an example of these factors. One of the sectors that has been most affected by the pandemic has been tourism worldwide, with restrictions and fears about traveling outside the country and, at one point, even outside the city of residence. In this context, the aim of this research is to understand how the pandemic may or may not have affected consumer behavior in the context of rural tourism in Portugal and to interpret the main changes if any. To this end, a literature review was carried out with the aim of framing and obtaining information from existing studies on topics that were considered relevant to this study. At a later stage, the research was applied through a quantitative analysis of Portuguese consumers in the rural tourism sector, with an emphasis on the northern region. At the end of the analysis, it was possible to conclude that there have indeed been changes in the tourism sector worldwide, however, rural tourism in Portugal may have suffered some positive impacts from the pandemic.
Consumer behaviour is a highly important factor when it comes to the market and its analysis is a relevant topic that must be considered in the day-to-day running of companies and businesses. These consumer behaviors and attitudes are subject to change or adaptation due to external impacts. The emergence of the Covid-19 pandemic in 2020, which almost immediately changed consumer attitudes and the entire world economy, is an example of these factors. One of the sectors that has been most affected by the pandemic has been tourism worldwide, with restrictions and fears about traveling outside the country and, at one point, even outside the city of residence. In this context, the aim of this research is to understand how the pandemic may or may not have affected consumer behavior in the context of rural tourism in Portugal and to interpret the main changes if any. To this end, a literature review was carried out with the aim of framing and obtaining information from existing studies on topics that were considered relevant to this study. At a later stage, the research was applied through a quantitative analysis of Portuguese consumers in the rural tourism sector, with an emphasis on the northern region. At the end of the analysis, it was possible to conclude that there have indeed been changes in the tourism sector worldwide, however, rural tourism in Portugal may have suffered some positive impacts from the pandemic.
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Keywords
Comportamento do Consumidor Marketing Digital Marketing Relacional Pandemia Covid-19 Turismo Rural