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Orientador(es)
Resumo(s)
As famílias com crianças são um segmento de mercado real e com grande
potencial na Região do Dão. Por esse motivo, esta investigação pretende, por um lado,
compreender os hábitos de consumo das famílias com crianças, residentes em território
nacional e praticantes de enoturismo e, por outro lado, determinar se os aderentes da Rota
dos Vinhos do Dão disponibilizam oferta family-friendly.
Adotou-se um método misto assente em três etapas: etapa conceptual, com a
revisão sistemática da literatura sobre enoturismo, viagens/férias em família, experiências
family-friendly, rotas de vinhos e a Região do Dão; etapa empírica centrada na procura,
com o desenvolvimento do inquérito quantitativo direcionado a famílias com crianças
residentes em território nacional; e etapa empírica centrada na oferta, com a análise de
conteúdo digital disponibilizado nos websites dos aderentes da rota de vinhos.
No que diz respeito à procura, optou-se pela construção de um inquérito por
questionário, aplicado às famílias que têm crianças no seu agregado familiar, residentes
em território nacional, praticantes ou não de enoturismo, tendo sido validados 203
questionários. Relativamente à oferta, o estudo incidiu, primeiramente, na pesquisa de
conteúdo dos websites da Comissão Vitivinícola Regional do Dão (CVR Dão) e dos
aderentes da rota dos vinhos do Dão e, posteriormente no tratamento e análise do
conteúdo proveniente das entrevistas realizadas aos aderentes da rota dos vinhos do Dão
selecionados, com vista a determinar se os mesmos já disponibilizam experiências family
friendly, e aferir se estão a ser desenvolvidos projetos e/ou a ser criadas e/ou adaptadas
experiências para o segmento de mercado visado. A análise e discussão dos resultados
permitiram-nos concluir que o enoturismo familiar na Região do Dão se encontra numa
fase de desenvolvimento, que o segmento famílias com crianças representa uma
oportunidade estratégica para o desenvolvimento sustentável do enoturismo regional e
que a oferta permanece maioritariamente orientada para adultos. São ainda identificadas
limitações do estudo e propostas linhas de investigação futura que permitam aprofundar
o conhecimento sobre o enoturismo familiar em Portugal.
Families with children represent a real and highly promising market segment in the Dão Region. For this reason, this research aims, on the one hand, to understand the consumption habits of families with children living in Portugal who engage in wine tourism and, on the other hand, to determine whether members of the Dão Wine Route provide family-friendly offerings. A mixed-methods approach was adopted, structured into three stages: a conceptual stage, involving a systematic literature review on wine tourism, family travel and holidays, family-friendly experiences, wine routes, and the Dão Region; an empirical stage focused on demand, through the development of a quantitative survey directed at families with children living in Portugal; and an empirical stage focused on supply, through the analysis of digital content available on the websites of the CVR Dão and the members of the wine route. Regarding demand, a questionnaire survey was designed and subsequently administered to families with children living in Portugal, regardless of whether they engage in wine tourism. A total of 203 valid responses were obtained. Concerning supply, the study first examined the content available on the websites of the CVR Dão and the members of the Dão Wine Route and later analysed material collected through interviews conducted with selected members of the route. This process aimed to determine whether family-friendly experiences are already being offered and to assess whether projects are being developed or experiences created and/or adapted for the targeted market segment. The analysis and discussion of the results allowed us to conclude that family wine tourism in the Dão Region is still in a developmental stage, that the segment of families with children represents a strategic opportunity for the sustainable development of regional wine tourism, and that the current offer remains predominantly oriented towards adults. The study also identifies its limitations and proposes future research directions that may contribute to a deeper understanding of family wine tourism in Portugal.
Families with children represent a real and highly promising market segment in the Dão Region. For this reason, this research aims, on the one hand, to understand the consumption habits of families with children living in Portugal who engage in wine tourism and, on the other hand, to determine whether members of the Dão Wine Route provide family-friendly offerings. A mixed-methods approach was adopted, structured into three stages: a conceptual stage, involving a systematic literature review on wine tourism, family travel and holidays, family-friendly experiences, wine routes, and the Dão Region; an empirical stage focused on demand, through the development of a quantitative survey directed at families with children living in Portugal; and an empirical stage focused on supply, through the analysis of digital content available on the websites of the CVR Dão and the members of the wine route. Regarding demand, a questionnaire survey was designed and subsequently administered to families with children living in Portugal, regardless of whether they engage in wine tourism. A total of 203 valid responses were obtained. Concerning supply, the study first examined the content available on the websites of the CVR Dão and the members of the Dão Wine Route and later analysed material collected through interviews conducted with selected members of the route. This process aimed to determine whether family-friendly experiences are already being offered and to assess whether projects are being developed or experiences created and/or adapted for the targeted market segment. The analysis and discussion of the results allowed us to conclude that family wine tourism in the Dão Region is still in a developmental stage, that the segment of families with children represents a strategic opportunity for the sustainable development of regional wine tourism, and that the current offer remains predominantly oriented towards adults. The study also identifies its limitations and proposes future research directions that may contribute to a deeper understanding of family wine tourism in Portugal.
Descrição
Palavras-chave
Crianças Região do Dão Enoturismo Turismo em família Experiências Family-friendly wine tourism family tourism family-friendly experiences Dão Region children