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Ecossistemas de Turismo de Saúde: Uma Abordagem Sistémica para Promover Portugal como Destino Global
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Abstract(s)
O turismo de saúde tem emergido como uma das áreas de maior potencial no setor turístico, combinando serviços de saúde e bem-estar com experiências culturais e recreativas. Esta dissertação explora como Portugal, com a sua localização estratégica, clima ameno, recursos naturais diversificados, infraestruturas avançadas e um sistema de saúde competitivo, pode desenvolver e fortalecer um ecossistema sustentável e integrado de turismo de saúde. A abordagem principal da investigação assenta na "Service-Dominant Logic", um quadro conceptual que coloca a co-criação de valor como elemento central, sublinhando a importância da colaboração entre os diferentes stakeholders, incluindo instituições públicas, entidades privadas, comunidades locais e os próprios turistas, para gerar experiências únicas e de alta qualidade. O estudo identifica os principais desafios enfrentados pelo setor em Portugal, como a falta de coordenação entre os agentes, a necessidade de maior promoção internacional e o desenvolvimento de infraestruturas específicas para serviços de saúde e bem-estar. Paralelamente, destaca oportunidades estratégicas, tais como o crescente interesse global por turismo de saúde, o potencial da digitalização para personalizar e promover serviços, e o valor do posicionamento de Portugal como destino de referência na Europa. Para alcançar o objetivo de potenciar o ecossistema, são propostas ações concretas, organizadas em três eixos principais: inovação e qualidade, com investimento em formação especializada, tecnologias médicas e desenvolvimento de padrões de excelência nos serviços; marketing estratégico, com a criação de campanhas globais que promovam as vantagens únicas do país, destacando segurança, sustentabilidade e expertise em cuidados de saúde; e parcerias e governança, com o estabelecimento de redes colaborativas que promovam sinergias entre os setores público e privado, alavancando recursos e promovendo um ambiente de confiança e inovação. Conclui-se que o sucesso do turismo de saúde em Portugal depende de uma abordagem holística e integrada, que valorize a co-criação de valor e a sustentabilidade como pilares centrais. Portugal tem uma oportunidade única de se posicionar como líder nesta área, mas o caminho exige uma estratégia concertada e ações consistentes para construir uma proposta de valor distintiva. Este trabalho contribui para a discussão académica e prática, fornecendo um roteiro claro para transformar o turismo de saúde num motor estratégico de crescimento económico e social para Portugal.
Health tourism has emerged as one of the most promising areas in the tourism sector, combining health and wellness services with cultural and recreational experiences. This dissertation explores how Portugal, with its strategic location, mild climate, diverse natural resources, advanced infrastructure, and competitive healthcare system, can develop and strengthen a sustainable and integrated health tourism ecosystem. The main approach of the research is based on "Service-Dominant Logic," a conceptual framework that places value co-creation at the core, emphasizing the importance of collaboration among various stakeholders, including public institutions, private entities, local communities, and the tourists themselves, to deliver unique and high-quality experiences. The study identifies the main challenges faced by the sector in Portugal, such as a lack of coordination among stakeholders, the need for greater international promotion, and the development of specific infrastructures for health and wellness services. At the same time, it highlights strategic opportunities such as the global growing interest in health tourism, the potential of digitalization to customize and promote services, and the value of positioning Portugal as a leading destination in Europe. To achieve the goal of enhancing the ecosystem, concrete actions are proposed, organized into three main axes: innovation and quality, requiring investment in specialized training, medical technologies, and the development of excellence standards in services; strategic marketing, through the creation of global campaigns promoting the country’s unique advantages, highlighting safety, sustainability, and expertise in healthcare; and partnerships and governance, involving the establishment of collaborative networks fostering synergies between the public and private sectors, leveraging resources, and promoting an environment of trust and innovation. The conclusion is that the success of health tourism in Portugal depends on a holistic and integrated approach that values co-creation and sustainability as central pillars. Portugal has a unique opportunity to position itself as a leader in this field, but achieving this requires a concerted strategy and consistent actions to build a distinctive value proposition. This work contributes to academic and practical discussions, providing a clear roadmap to transform health tourism into a strategic driver of economic and social growth for Portugal.
Health tourism has emerged as one of the most promising areas in the tourism sector, combining health and wellness services with cultural and recreational experiences. This dissertation explores how Portugal, with its strategic location, mild climate, diverse natural resources, advanced infrastructure, and competitive healthcare system, can develop and strengthen a sustainable and integrated health tourism ecosystem. The main approach of the research is based on "Service-Dominant Logic," a conceptual framework that places value co-creation at the core, emphasizing the importance of collaboration among various stakeholders, including public institutions, private entities, local communities, and the tourists themselves, to deliver unique and high-quality experiences. The study identifies the main challenges faced by the sector in Portugal, such as a lack of coordination among stakeholders, the need for greater international promotion, and the development of specific infrastructures for health and wellness services. At the same time, it highlights strategic opportunities such as the global growing interest in health tourism, the potential of digitalization to customize and promote services, and the value of positioning Portugal as a leading destination in Europe. To achieve the goal of enhancing the ecosystem, concrete actions are proposed, organized into three main axes: innovation and quality, requiring investment in specialized training, medical technologies, and the development of excellence standards in services; strategic marketing, through the creation of global campaigns promoting the country’s unique advantages, highlighting safety, sustainability, and expertise in healthcare; and partnerships and governance, involving the establishment of collaborative networks fostering synergies between the public and private sectors, leveraging resources, and promoting an environment of trust and innovation. The conclusion is that the success of health tourism in Portugal depends on a holistic and integrated approach that values co-creation and sustainability as central pillars. Portugal has a unique opportunity to position itself as a leader in this field, but achieving this requires a concerted strategy and consistent actions to build a distinctive value proposition. This work contributes to academic and practical discussions, providing a clear roadmap to transform health tourism into a strategic driver of economic and social growth for Portugal.
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Turismo de saúde S-D Logic Inovação Co-criação de valor Ecossistemas de Saúde
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Without CC licence