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Authors
Abstract(s)
O objetivo da realização de um estudo da procura turística é a explicação do
comportamento dos consumidores de bens e serviços, identificando motivações e
preferências. O planeamento estratégico de um destino turístico deve estar sempre
associado ao estudo do comportamento da procura e do consumidor em particular. O
estudo da procura turística assume um papel determinante para os destinos, com grande
preponderância no processo de tomada de decisões na área de comunicação e
marketing. Neste sentido, os destinos turísticos devem desenvolver modelos para
estudar a procura turística e efetuar previsões fiáveis da mesma, para elaborarem planos
de marketing que contribuam decisivamente para a criação de produtos de acordo com
as necessidades dos mercados.
Neste projeto de Mestrado realizou-se um estudo da procura turística no concelho de
Castro Daire, com o objetivo de identificar as motivações e preferências dos visitantes e
aferir qual a imagem de destino que estes detêm de Castro Daire. Numa primeira fase,
efetuou-se uma abordagem teórica apoiada numa revisão de literatura, sobre as variáveis
Imagem de destino e Motivação turística, realizando-se também uma caraterização
social, económica e turística de Castro Daire e uma análise dos produtos turísticos
diferenciadores e com potencial de desenvolvimento.
O estudo da procura turística foi efetuado através de uma metodologia qualitativa e
quantitativa, com a realização de entrevistas aos agentes turísticos e aplicação de
inquéritos online a visitantes e não visitantes deste destino turístico. Nas entrevistas, os
agentes turísticos foram unânimes na atribuição de grande importância à realização do
estudo da procura turística em Castro Daire. Através dos inquéritos registaram-se 829
respostas, 510 de pessoas que visitaram este destino e 319 de pessoas que nunca
visitaram, sendo que os resultados do estudo permitiram identificar algumas
caraterísticas sociodemográficas, motivações e preferências, medindo também a
perceção da imagem de Castro Daire e o grau de satisfação em relação à visita.
Dado que o estudo da procura turística é determinante para o planeamento, promoção e
competitividade dos destinos, este projeto de Mestrado apresenta, também, algumas
contribuições para o Turismo em Castro Daire na área da promoção turística, resultantes
do estudo da procura efetuado.
ABSTRACT: The objective of conducting a study of tourist demand is to explain the behavior of consumers of goods and services, identifying motivations and preferences. The strategic planning of a tourist destination must always be associated with the study of the behavior of demand and of the consumer in particular. The study of tourist demand assumes a decisive role to destinations, with great preponderance in the decisionmaking process in the area of communication and marketing. In this sense, tourist destinations must develop models to study tourist demand and make reliable forecasts of it, to develop marketing plans that contribute decisively to the creation of products according to the needs of the markets. In this Master's project, a study of tourist demand in the municipality of Castro Daire was accomplished, with the objective of identifying the motivations and preferences of the visitors, and measure what is the destination image that they have of Castro Daire. In a first phase, a theoretical approach was carried out, supported by a literature review, on the variables destination Image and tourist Motivation, also carrying out a social, economic and tourist characterization of Castro Daire and an analysis of differentiators tourism products and with development potential. The study of tourist demand was accomplished through a qualitative and quantitative methodology, with interviews of tourist agents and application of online surveys to visitors and non-visitors of this tourist destination. In the interviews, the tourist agents were unanimous in the attribution of great importance to the study of tourist demand in Castro Daire. Through surveys, 829 responses were recorded, 510 of people who visited this destination and 319 of people who had never visited, and the results of the study made it possible to identify some sociodemographic characteristics, motivations and preferences, also measuring the perception of the image of Castro Daire and the degree of satisfaction with the visit. Acknowledging that the study of tourist demand is decisive for the planning, promotion and competitiveness of destinations, this Master's project also presents some contributions to Tourism in Castro Daire in the area of tourism promotion, resulting from the study of demand carried out.
ABSTRACT: The objective of conducting a study of tourist demand is to explain the behavior of consumers of goods and services, identifying motivations and preferences. The strategic planning of a tourist destination must always be associated with the study of the behavior of demand and of the consumer in particular. The study of tourist demand assumes a decisive role to destinations, with great preponderance in the decisionmaking process in the area of communication and marketing. In this sense, tourist destinations must develop models to study tourist demand and make reliable forecasts of it, to develop marketing plans that contribute decisively to the creation of products according to the needs of the markets. In this Master's project, a study of tourist demand in the municipality of Castro Daire was accomplished, with the objective of identifying the motivations and preferences of the visitors, and measure what is the destination image that they have of Castro Daire. In a first phase, a theoretical approach was carried out, supported by a literature review, on the variables destination Image and tourist Motivation, also carrying out a social, economic and tourist characterization of Castro Daire and an analysis of differentiators tourism products and with development potential. The study of tourist demand was accomplished through a qualitative and quantitative methodology, with interviews of tourist agents and application of online surveys to visitors and non-visitors of this tourist destination. In the interviews, the tourist agents were unanimous in the attribution of great importance to the study of tourist demand in Castro Daire. Through surveys, 829 responses were recorded, 510 of people who visited this destination and 319 of people who had never visited, and the results of the study made it possible to identify some sociodemographic characteristics, motivations and preferences, also measuring the perception of the image of Castro Daire and the degree of satisfaction with the visit. Acknowledging that the study of tourist demand is decisive for the planning, promotion and competitiveness of destinations, this Master's project also presents some contributions to Tourism in Castro Daire in the area of tourism promotion, resulting from the study of demand carried out.
Description
Keywords
Imagem de Destino Motivação Turística Procura Turística Promoção Turística Destinos Turísticos