Loading...
Publication
Planeamento estratégico e desenvolvimento de destinos turísticos : plano de desenvolvimento do turismo para o concelho de Ovar
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 14.49 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O crescimento e desenvolvimento significativo do turismo nos últimos anos contribuiu para a
mudança de paradigma do turismo com o surgimento de novos produtos, novos mercados e
novos destinos, cada vez mais segmentados e especializados. Além disso, a evolução
tecnológica que facilitou o acesso às Tecnologias de Informação e Comunicação, com um papel
crucial no momento da escolha da viagem, resultou no aparecimento de um novo turista mais
informado e mais exigente. Em suma, atualmente assistimos a um mercado turístico
diversificado, exigente e competitivo, em que o esforço para atingir a vantagem competitiva
face à concorrência é fundamental para garantir o sucesso. Além disso, o boom do setor alertou
para os impactes negativos que a atividade turística pode trazer à comunidade local aos níveis
económicos, socioculturais e ambientais, sendo fundamental o controlo e monitorização a fim
do seu desenvolvimento sustentável. É nesse sentido que o estudo da competitividade dos
destinos, assim como o seu planeamento e gestão, tem vindo a ser um tema crescentemente
abordado na literatura, assim como aplicado a nível prático por parte das entidades responsáveis
dos destinos.
Nessa medida, o presente trabalho de projeto pretende a aplicação dos conceitos da
competitividade, planeamento e gestão dos destinos turísticos num modelo de desenvolvimento
turístico para o concelho de Ovar, materializando-se este estudo numa proposta de Plano
Estratégico. Após uma abordagem teórica acerca da competitividade, planeamento e gestão dos
destinos e da conceção de produtos turísticos, o projeto seguirá o modelo de desenvolvimento
estratégico sugerido pela UNWTO (2007) que corresponde a três fases: Onde estamos? Onde
queremos estar? Como chegar lá?
A primeira fase corresponderá à análise da competitividade do destino, sob um modelo que
procura o estudo da Oferta e Procura Turística, as Condições Estruturais, a Comunidade local e
a Gestão do destino. Este estudo permite a perceção do volume e crescimento da atividade
turística, assim como da satisfação dos turistas e residentes e da performance dos intervenientes
do setor, auxiliando na identificação dos pontos fortes, oportunidades e produtos estratégicos do
destino, bem como dos seus pontos fracos ao nível da oferta, ameaças e gaps na gestão e
promoção do destino.
Estudadas pormenorizadamente as várias vertentes da competitividade do destino, segue-se a
elaboração da Estrutura Estratégica que englobará propostas ao nível da definição da Visão,
Posicionamento e Objetivos (Onde queremos estar?), seguida da definição dos produtos, eixos e
medidas estratégicas para o desenvolvimento turístico do destino (Como chegar lá?).
The tourism growth and development over the last years has contributed for a tourism paradigm shift with the emergence of new products, new markets and new destinations, increasingly more segmented and specialized. Moreover, the technological evolution, which made easy the Information and Communication Technologies access, with a crucial role in the moment of travel choice, has caused the emergence of a more informed and demanding new tourist. Summing up, nowadays we’re facing a diversified, demanding and competitive tourist market, in which the effort to get competitive advantage against the competition is primordial to be successful. Besides that, the tourism boom has warned to the negative effects that the tourist activity can bring for the local community, at the economic, sociocultural and environmental levels, being crucial the control and monitorization to achieve the sustainable development. It’s in this sense that the study of destinations competitiveness, planning and management has been increasingly covered by the literature, as well as used by the destinations’ responsible entities. This work project pretends the application of the concepts of destinations’ competitiveness, planning and management in a tourist development model for the municipality of Ovar, which is shown in the form of a Strategic Plan proposal. After a theoretical approach about the destinations’ competitiveness, planning and management and the tourist products conception, the work follows a strategic development plan suggested by the UNWTO (2007) with three phases, which answer the questions: Where are we? Where do we want to be? How to get there? The first phase will show a competitiveness analysis of the destination, in a model which focus in the study of the Tourist Supply and Demand, Situational Conditions, Local Community and Destination Management. This study allows the perception of the tourism volume and growth, as well as the tourists and residents satisfaction and stakeholders performance, helping in the strengths, opportunities and strategic products identification, as well as the supply weaknesses, threats and gaps in the destination management and promotion. In this regard, it’s developed the Strategy Plan, which includes proposals for the definition of the Vision, Positioning and Goals (Where do we want to be?), followed by the strategic products, guidelines and measures for the tourist development of the destination (How to get there?).
The tourism growth and development over the last years has contributed for a tourism paradigm shift with the emergence of new products, new markets and new destinations, increasingly more segmented and specialized. Moreover, the technological evolution, which made easy the Information and Communication Technologies access, with a crucial role in the moment of travel choice, has caused the emergence of a more informed and demanding new tourist. Summing up, nowadays we’re facing a diversified, demanding and competitive tourist market, in which the effort to get competitive advantage against the competition is primordial to be successful. Besides that, the tourism boom has warned to the negative effects that the tourist activity can bring for the local community, at the economic, sociocultural and environmental levels, being crucial the control and monitorization to achieve the sustainable development. It’s in this sense that the study of destinations competitiveness, planning and management has been increasingly covered by the literature, as well as used by the destinations’ responsible entities. This work project pretends the application of the concepts of destinations’ competitiveness, planning and management in a tourist development model for the municipality of Ovar, which is shown in the form of a Strategic Plan proposal. After a theoretical approach about the destinations’ competitiveness, planning and management and the tourist products conception, the work follows a strategic development plan suggested by the UNWTO (2007) with three phases, which answer the questions: Where are we? Where do we want to be? How to get there? The first phase will show a competitiveness analysis of the destination, in a model which focus in the study of the Tourist Supply and Demand, Situational Conditions, Local Community and Destination Management. This study allows the perception of the tourism volume and growth, as well as the tourists and residents satisfaction and stakeholders performance, helping in the strengths, opportunities and strategic products identification, as well as the supply weaknesses, threats and gaps in the destination management and promotion. In this regard, it’s developed the Strategy Plan, which includes proposals for the definition of the Vision, Positioning and Goals (Where do we want to be?), followed by the strategic products, guidelines and measures for the tourist development of the destination (How to get there?).
Description
Keywords
Planeamento estratégico Desenvolvimento de destinos turísticos Strategic planning Tourist destinations development