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Publication
A importância da comunicação na escolha dos destinos turísticos para a realização de eventos
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| 2.55 MB | Adobe PDF |
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Abstract(s)
Num mercado cada vez mais competitivo, as organizações têm de acompanhar as mudanças da sociedade e do mundo desenvolvendo estratégias para lançar novos produtos, marcas ou serviços que captem a atenção do consumidor.
Sendo que a indústria do turismo está em constante expansão e o comportamento turístico dos próprios turistas em evolução, o estudo dos eventos tem vindo a afirmar-se como instrumento de diferenciação, contribuindo de certa maneira para o aumento da competitividade de destinos.
Num país como Portugal, será uma boa estratégia utilizar os Festivais de Música como promotores do destino turístico?
Esta dissertação pretende investigar o papel das agências de comunicação, identificando a importância da sua participação na escolha de destinos nacionais ou internacionais aquando da realização de eventos e respetiva captação de públicos.
Neste sentido, após a revisão bibliográfica dos conceitos mais relevantes no âmbito da comunicação, turismo e dos eventos, passamos ao estudo de caso do festival NOS Primavera Sound, investigando a organização, a estratégia e a comunidade local.
O público português é um grande consumidor dos Festivais de Música, nesta dissertação, provamos não só o potencial deste Mega-Evento mas como analisamos o consumidor e o porquê do Festival ser um caso de sucesso ao nível nacional e internacional.
In an increasingly competitive market, organizations have to keep up with changes in society and the world. How? By developing strategies to launch new products, brands or services that capture consumer attention. As the tourism industry is constantly expanding and the tourist behavior of the tourists themselves is evolving, the study of events has become an instrument of differentiation, contributing in a way that increases the competitiveness of destinations. In a country like Portugal, will it be good strategy to use Music Festivals in order to promote it as a tourist destination? This dissertation intends to investigate the role of communication agencies, identifying the importance of their participation in the choice of national or international destinations when holding events and their audience capture. In this sense, after a bibliographical review of the most relevant concepts in the field of communication, tourism and events, we turn to the case study NOS Primavera Sound festival, investigating the organization, strategy and the local community. The portuguese public is a great consumer of Music Festivals, in this dissertation, we demonstrate not only the potential of this Mega-Event but also how we analyze the consumer and why the Festival is a success case at a national and international rate.
In an increasingly competitive market, organizations have to keep up with changes in society and the world. How? By developing strategies to launch new products, brands or services that capture consumer attention. As the tourism industry is constantly expanding and the tourist behavior of the tourists themselves is evolving, the study of events has become an instrument of differentiation, contributing in a way that increases the competitiveness of destinations. In a country like Portugal, will it be good strategy to use Music Festivals in order to promote it as a tourist destination? This dissertation intends to investigate the role of communication agencies, identifying the importance of their participation in the choice of national or international destinations when holding events and their audience capture. In this sense, after a bibliographical review of the most relevant concepts in the field of communication, tourism and events, we turn to the case study NOS Primavera Sound festival, investigating the organization, strategy and the local community. The portuguese public is a great consumer of Music Festivals, in this dissertation, we demonstrate not only the potential of this Mega-Event but also how we analyze the consumer and why the Festival is a success case at a national and international rate.
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Keywords
Comunicação Turismo Turismo cultural Eventos Festivais Communication Tourism Cultural tourism Events Festivals