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Authors
Abstract(s)
O envelhecimento populacional e os sentimentos de exclusão e sedentarismo que
são cada vez mais comuns nos seniores, obrigam à existência de novas soluções que
contribuam para a qualidade de vida e envelhecimento ativo deste público-alvo.
O trabalho aqui apresentado foi desenvolvido com base na estrutura de um plano
de negócios e tem como objetivo principal a criação e desenvolvimento de um espaço
multifuncional, inovador e ao mesmo tempo acessível, no município de Tábua, com a
missão de colmatar os sentimentos de exclusão, solidão e sedentarismo da terceira idade,
oferecendo uma alternativa que enriquece as suas vidas, que os faça sentir mais
rejuvenescidos, participativos e acima de tudo ativos. Por este motivo, a empresa terá o
nome de “Aldeamento Renascer”.
Numa fase inicial, fez-se uma revisão da literatura, onde se definiu diversos
conceitos associados ao sénior e ao Turismo Sénior, e se abordou os benefícios do turismo
e das atividades para o sénior. Após esta fase apresentou-se o projeto de forma detalhada
e posteriormente realizou-se um estudo de mercado, com o objetivo de perceber as
motivações e interesses do público sénior, conferir a viabilidade do projeto e definir o
público-alvo. Após o estudo de mercado, foi definida a estratégia de negócio e a estratégia
de marketing e vendas. A primeira focando-se no modelo de negócio, na análise
estratégica e na formulação da estratégia, e a segunda utilizando o Marketing Mix,
direcionado para os segmentos alvo, definidos no estudo de mercado. Por fim, analisou se financeiramente o projeto, sendo possível concluir que este é viável e que o retorno do
investimento será no 9º ano de atividade.
Este projeto, apresenta elevadas probabilidade de sucesso, a nível financeiro e de
atratividade, contribuindo para o envelhecimento ativo e qualidade de vida do cliente
sénior e trazendo vantagens para o município onde se insere, o município de Tábua.
ABSTRACT: The aging population and the feeling of exclusion and sedentary lifestyle that are increasingly common among seniors, require new solutions that contribute to the quality of life and active aging of this target audience. The work presented here was developed based on the structure of a business plan and has as its main goal the creation and development of a multifunctional space, innovative and at the same time accessible, in the municipality of Tábua, with the mission of bridging the feelings of exclusion, loneliness and sedentary lifestyle of the elderly, offering an alternative that enriches their lives, that makes them feel more rejuvenated, participative and above all active. For this reason, the company will be called “Aldeamento Renascer”. Initially, a literature review was carried out, where several concepts associated with the senior and senior tourism were defined, and the benefits of tourism and activities for the senior were addressed. After this phase, the project was presented in detail and then a market study was carried out, to understand the motivations and interests of the senior public, check the feasibility of the project, and define the target audience. After the market study, the business strategy and the marketing and sales strategy were defined. The first focused on the business model, strategic analysis, and strategy formulation, and the second used the Marketing Mix, directed to the target segments defined in the market study. Finally, the project was analyzed financially, being possible to conclude that it is viable and that the return on investment will be in the 9th year of activity. This project has a high probability of success, financially and attractively, contributing to the active aging and quality of life of the senior customer and bringing advantages to the municipality where it belongs, the municipality of Tábua.
ABSTRACT: The aging population and the feeling of exclusion and sedentary lifestyle that are increasingly common among seniors, require new solutions that contribute to the quality of life and active aging of this target audience. The work presented here was developed based on the structure of a business plan and has as its main goal the creation and development of a multifunctional space, innovative and at the same time accessible, in the municipality of Tábua, with the mission of bridging the feelings of exclusion, loneliness and sedentary lifestyle of the elderly, offering an alternative that enriches their lives, that makes them feel more rejuvenated, participative and above all active. For this reason, the company will be called “Aldeamento Renascer”. Initially, a literature review was carried out, where several concepts associated with the senior and senior tourism were defined, and the benefits of tourism and activities for the senior were addressed. After this phase, the project was presented in detail and then a market study was carried out, to understand the motivations and interests of the senior public, check the feasibility of the project, and define the target audience. After the market study, the business strategy and the marketing and sales strategy were defined. The first focused on the business model, strategic analysis, and strategy formulation, and the second used the Marketing Mix, directed to the target segments defined in the market study. Finally, the project was analyzed financially, being possible to conclude that it is viable and that the return on investment will be in the 9th year of activity. This project has a high probability of success, financially and attractively, contributing to the active aging and quality of life of the senior customer and bringing advantages to the municipality where it belongs, the municipality of Tábua.
Description
Keywords
Aldeamento Renascer Sénior Turismo Sénior Envelhecimento Ativo Qualidade de vida Tábua