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- Comparison of three wine routes realities in Central PortugalPublication . Cunha, Diana; Pato, Maria Lúcia; Kastenholz, Elisabeth; Barroco, CristinaWine tourism is an important area of special-interest tourism in Portugal, and represents an increasingly significant component of regional development. In a more conservative approach, wine tourism has been described as visiting vineyards, wineries and engaging in wine-related activities. However, this perspective has been broadened, taking advantage of all the potential of the specific destination’s terroir (nature/landscape, tangible and intangible cultural heritage). Wine routes make the connection between wine and tourism in a specific region and intend to boost wine tourism by promoting collaboration between the different stakeholders. Different routes present distinct approaches to wine tourism, within diverse regional contexts, and different ways of collaboration within the wine route. This study compares three wine routes at different stages of development, located more or less in a rural periphery - in the central region of Portugal - Bairrada, Dão and Beira Interior, considering both context data and information collected in 108 interviews conducted with diverse wine tourism suppliers from these routes. Some aspects that may contribute to the development of wine tourism routes are discussed, such as the route configuration, and the collaborative work between stakeholders. Some questions that additional studies may help answering are also reflected.
- O papel das novas tecnologias na captação de clientes: o caso dos aderentes da Rota dos Vinhos do DãoPublication . Barroco, Cristina; Pato, Maria Lúcia; Meneses, JulianaAs novas tecnologias tem vindo a desempenhar um papel determinante na industria do Turismo. Estas possibilitam a adoção de soluções tecnológicas que contribuem para o crescimento das empresas, para a eficiência dos processos, melhor gestão do tempo e maior visibilidade. Um dos benefícios mais percetível é a captação de novos clientes e uma melhor comunicação que pode resultar numa maior satisfação e consequentemente uma melhoria da experiencia dos turistas. Neste artigo pretende-se perceber qual a importância e o papel que as novas tecnologias desempenham na captação de clientes dos aderentes da Rota dos Vinhos do Dão (RVD), uma rota de vinhos situada na região centro de Portugal. Para esse efeito foram aplicadas entrevistas semiestruturadas a 42 aderentes da RVD. Os resultados obtidos permitem concluir que apesar dos aderentes atribuírem uma grande importância ao uso das novas tecnologias, existe ainda um longo caminho a percorrer, com muitas dificuldades no processo.
- Tourism marketing in rural contexts – the potential of wine tourism in the Dão wine regionPublication . Pato, Maria Lúcia; Kastenholz, Elisabeth; Barroco, Cristina; Pereira, AndreiaWine tourism represents a particularly interesting activity that can improve the development of rural areas, especially less developed ones. Indeed, the opening of wineries to visitors is a marketing tool for increasing their direct wine sales, but it also constitutes a diversification strategy for the winery’s core business and for rural wine destinations, regarding both tourism and the overall local economy. However, to contribute to these dynamics, wineries need to conduct an integrated and sustainable marketing approach. This study researches marketing actions developed by wineries involved in wine tourism within the Dão wine region, located in the Region Centro of Portugal. Results show that wineries have difficulty promoting their tourist product and fail to establish a fruitful collaboration with other entities. The results may help identify strategies aiming at more successful management of rural wine tourism businesses and destinations.
- A experiência enoturística cocriada pelos agentes da ofertaPublication . Pato, Maria Lúcia; Kastenholz, Elisabeth; Cunha, Conceição; Barroco, Cristina; Cunha, Diana; Pereira, Carla; Salvado, Josefina; Araújo, CristinaOs agentes da oferta no mercado enoturistico desempenham um papel vital em termos da dinamização da atividade enoturistica real e potencial para o desenvolvimento do território rural. Este capítulo tem como objetivo apresentar e discutir alguns dos resultados obtidos das entrevistas exploratórias aplicadas aos agentes da oferta das três regiões em estudo: Região da Bairrada, Região do Dão e Região da Beira Interior, localizadas na Região Centro de Portugal. Foram realizadas 122 entrevistas: 44 na Bairrada, 42 no Dão e 36 na Beira Interior. As entrevistas foram gravadas, transcritas e sujeitas à análise de conteúdo com o objetivo de explorar as perceções e comportamentos dos agentes em causa ao nível da oferta de experiências enoturisticas. Os resultados mostram a co-criação nas experiências oferecidas e algum nível de envolvimento com outros stakeholders locais. No entanto, para promover e enriquecer o produto turístico global, sugere-se uma maior integração dessa experiência no destino, tendo em conta a riqueza e variedade dos seus recursos endógenos, bem como uma ligação reforçada entre os diversos agentes do território, no sentido de melhor aproveitar as oportunidades e os recursos existentes.
- Female Leadership in Wine Tourism in PortugalPublication . Pato, Maria Lúcia; Cunha, Diana; Barroco, Cristina; Cunha, Conceição; Kastenholz, ElisabethBased on data collected from managers of wine tourism businesses in rural areas in Portugal, this study highlights the equal potential of female leadership in wine tourism. Specifically, women’s profiles, management practices and leadership narratives were analyzed and contrasted with corresponding data reported by their male counterparts. Concerning personality traits, no statistical difference between men and women was identified, which was also the case for some management practices, with sustainability concerns being important for both male and female business managers. Differences were found for communication with markets, being dominated by online devices, particularly with social networks in the case of women. As for their leadership position, women further tend to prefer a shared management approach in opposition to a more individualist management style followed by men.