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Planeamento estratégico de destinos turísticos: contributos para o desenvolvimento da atividade turística no concelho de Tomar
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Abstract(s)
O turismo tornou-se ao longo das últimas décadas um dos maiores setores económicos no mundo, apresentando um crescimento rápido e sustentado, sendo como tal considerado um importante meio para o desenvolvimento, prosperidade e bem-estar socioeconómico dos concelhos, regiões e países. Apesar dos benefícios associados, o desenvolvimento desregulado e descoordenado do turismo pode conduzir a um conjunto de riscos e impactos negativos na sociedade e nos recursos.
O planeamento estratégico dos destinos turísticos surge assim um processo fulcral para o desenvolvimento equilibrado do turismo, tendo por objetivo o estabelecimento de uma estratégia a longo prazo, a promoção da melhoria do desempenho e o aumento da competitividade da atividade turística, numa lógica sustentável.
Neste contexto, o presente trabalho de projeto procura fazer um estudo aprofundado do sistema turístico do concelho de Tomar, incidindo particularmente nos processos de planeamento e gestão do destino, identificando falhas e respetivas causas, bem como oportunidades a explorar, objetivando-se o desenvolvimento e otimização da atividade turística.
Nesta investigação desenvolve-se um suporte teórico assente nas atuais abordagens de referência sobre planeamento e gestão de destinos turísticos. A avaliação do destino é suportada pela pesquisa efetuada, que consiste no levantamento, diagnóstico e análise do sistema turístico do concelho e dos seus recursos.
O inventário de recursos turísticos concebido e respetiva classificação conduz à determinação do nível do aproveitamento e potencial dos recursos. Partindo desta avaliação, complementada por análise estatística, análise de entrevistas a stakeholders locais e inquéritos a visitantes, tendo sido recolhidas 310 respostas, é feita a análise estratégica dos produtos turísticos.
Neste sentido, é desenvolvida a matriz de análise SWOT do concelho de Tomar enquanto destino turístico, que serve de base ao estabelecimento da visão, estratégia e objetivos para a atividade, culminando num conjunto de medidas, ações e orientações para o desenvolvimento turístico no concelho, segundo os eixos identificados como mais relevantes.
Over the last decades, tourism has become one of the largest economic sectors worldwide, with a rapid and sustained growth, being considered an important vehicle for the development, prosperity and socioeconomic well-being of municipalities, regions and countries. Despite the associated benefits, the unregulated and uncoordinated development of tourism can lead to a set of risks and negative impacts on society and resources. Therefore, the strategic planning of tourist destinations is presented as a key process for the balanced development of tourism, aiming to establish a long-term strategy, promoting the tourist activity enhancement of performance and competitiveness, complying with the sustainable development principles. In this sense, this work pretends to conduct a thorough examination of the tourism system established in the municipality of Tomar, focusing particularly on the planning and management, identifying failures and their causes, as well as opportunities to exploit, with the objective of developing and optimising the activity. This research develops a theoretical support based on the current approaches of reference to the tourist destinations planning and management. The destination evaluation is supported by the research, which consists in the survey, diagnosis and analysis of the municipality's tourism system and its resources. The inventory of tourism resources and classification leads to the establishment of the resources levels of utilization and potential. Based on this evaluation, complemented by statistical analysis, analysis of interviews with local stakeholders and visitor surveys, with 310 collected responses, the strategic analysis of the tourism products is carried out. In this regard, the SWOT analysis of the tourism system is developed, which is the basis for establishing the vision, strategy and objectives of the activity, resulting in a set of measures, actions and guidelines for the municipality tourism development, according to the defined priority axes.
Over the last decades, tourism has become one of the largest economic sectors worldwide, with a rapid and sustained growth, being considered an important vehicle for the development, prosperity and socioeconomic well-being of municipalities, regions and countries. Despite the associated benefits, the unregulated and uncoordinated development of tourism can lead to a set of risks and negative impacts on society and resources. Therefore, the strategic planning of tourist destinations is presented as a key process for the balanced development of tourism, aiming to establish a long-term strategy, promoting the tourist activity enhancement of performance and competitiveness, complying with the sustainable development principles. In this sense, this work pretends to conduct a thorough examination of the tourism system established in the municipality of Tomar, focusing particularly on the planning and management, identifying failures and their causes, as well as opportunities to exploit, with the objective of developing and optimising the activity. This research develops a theoretical support based on the current approaches of reference to the tourist destinations planning and management. The destination evaluation is supported by the research, which consists in the survey, diagnosis and analysis of the municipality's tourism system and its resources. The inventory of tourism resources and classification leads to the establishment of the resources levels of utilization and potential. Based on this evaluation, complemented by statistical analysis, analysis of interviews with local stakeholders and visitor surveys, with 310 collected responses, the strategic analysis of the tourism products is carried out. In this regard, the SWOT analysis of the tourism system is developed, which is the basis for establishing the vision, strategy and objectives of the activity, resulting in a set of measures, actions and guidelines for the municipality tourism development, according to the defined priority axes.
Description
Keywords
Turismo Tomar Planeamento estratégico Destinos turísticos Tourism Strategic planning Tourist destinations
Pedagogical Context
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril