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Publication
A comunicação do enoturismo pelas agências de viagem em Portugal
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| 2.96 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Portugal detém um conjunto de características vinícolas únicas, pelo que o enoturismo pode e deve intervir no sentido de as potenciar, tornando-as em elementos diferenciadores e posicionando Portugal enquanto destino enoturístico. Porém, há que considerar que o contexto competitivo é cada vez mais aguerrido: a procura é mais exigente e emergem novos destinos concorrentes. Deste modo, é essencial, em primeira instância, compreender o que é o enoturismo e perceber quais os efeitos desta atividade. Adicionalmente, importa estudar quem são os enoturistas, as suas motivações e comportamentos de consumo que efetivam o consumo deste produto turístico.
No panorama das atividades que envolvem e desenvolvem o enoturismo, assim como as respetivas regiões, acentua-se a importância da comunicação para um próspero crescimento do produto. Neste domínio, é conveniente analisar os modelos, meios e ferramentas de comunicação, nos planos tradicional e digital, que poderão responder assertivamente aos desafios enoturísticos. Posteriormente, importa determinar, à escala nacional, os elementos que são utilizados por um dos principais veículos de intermediação e divulgação da prestação turística de serviços: as agências de viagem.
Sob o ponto de vista das agências de viagem, distingue-se diferentes perfis da procura, identifica-se os produtos que são integrados na oferta enoturística e analisa-se as estratégias de comunicação desenvolvidas. A investigação encerra-se ao compreender se o enoturismo é perspetivado como um produto estratégico pelas agências de viagem e se está a ser convenientemente promovido, tendo em vista a potencialização de Portugal enquanto destino enoturístico.
Portugal is a country with unique wine characteristics. Therefore, it is convenient that wine tourism maximizes their value, turning them into elements that allows Portugal to placed itself as a wine destination. None the less, it should be recognized the more and more intense competitive context: on one hand, the demand is more demanding; on the other hand, new wine destinations appear with regularity. As such, firstly, it is critical to understand what is wine tourism and to understand its effects. Secondly, it is essential to study who are wine tourists, what drives them and the behaviour that can lead to increase the demand of this product. Approaching the activities that involve and develop wine tourism, as well as the correspondent regions, the importance of communication for the adequate growth of the product is addressed. In this matter, it is relevant to analyze the models, means and tools of communication, on a traditional and digital perspective, that can overcome the wine tourism challenges. Thereafter, it is important to establish, on a national level, the elements that can be utilized by one of the more important vehicles of intermediation and promotion of the tourism activity: travel agencies. Regarding to the travel agencies in Portugal, it is distinguished several profiles of demand, identified the products that are integrated in wine tourism offer and analyzed the strategic communication developed. The research is concluded by comprehending if wine tourism is perspective as a strategic product for the travel agencies and if it is conveniently promoted, bearing in mind the maximization of Portugal as a wine tourism destination.
Portugal is a country with unique wine characteristics. Therefore, it is convenient that wine tourism maximizes their value, turning them into elements that allows Portugal to placed itself as a wine destination. None the less, it should be recognized the more and more intense competitive context: on one hand, the demand is more demanding; on the other hand, new wine destinations appear with regularity. As such, firstly, it is critical to understand what is wine tourism and to understand its effects. Secondly, it is essential to study who are wine tourists, what drives them and the behaviour that can lead to increase the demand of this product. Approaching the activities that involve and develop wine tourism, as well as the correspondent regions, the importance of communication for the adequate growth of the product is addressed. In this matter, it is relevant to analyze the models, means and tools of communication, on a traditional and digital perspective, that can overcome the wine tourism challenges. Thereafter, it is important to establish, on a national level, the elements that can be utilized by one of the more important vehicles of intermediation and promotion of the tourism activity: travel agencies. Regarding to the travel agencies in Portugal, it is distinguished several profiles of demand, identified the products that are integrated in wine tourism offer and analyzed the strategic communication developed. The research is concluded by comprehending if wine tourism is perspective as a strategic product for the travel agencies and if it is conveniently promoted, bearing in mind the maximization of Portugal as a wine tourism destination.
Description
Keywords
Enoturismo Oferta Procura Comunicação tradicional Comunicação digital, Distribuição turística Agências de viagem Wine tourism Supply Demand Traditional communication Digital communication Tourist distribution Travel agencies
Pedagogical Context
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril