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Authors
Abstract(s)
A gestão dos destinos turísticos é um desafio de todos os que trabalham no sector do Turismo.
As mudanças dos comportamentos de consumo e as novas formas de comunicação turística
têm vindo a tornar esse desafio ainda maior. A imagem dos destinos turísticos é um dos temas
mais estudados na literatura em turismo, no entanto continua a ser central contribuindo para
uma gestão mais eficiente dos destinos.
O presente trabalho tem como objetivo principal medir a imagem que os turistas
internacionais têm do destino turístico Porto.
Efetuou-se uma revisão de literatura acerca da imagem do destino turístico, personalidade da
marca do destino, marketing de destinos e redes sociais.
Foram aplicados questionários a 200 turistas que visitaram o destino Porto em 2018,
originários de 21 países.
Os resultados do estudo indicam que os turistas internacionais associam o Porto às imagens
de: (1) infraestruturas, acessibilidades e atividades de lazer; (2) cultura e prestígio; (3)
hospitalidade e cultural local.
No final, são apresentadas as conclusões e sugestões para orientação de pesquisas futuras .
ABSTRACT: The management of tourist destination is a challenge for all those who work in the Tourism sector. Changes in consumption behaviour and new ways of tourist communication have made this challenge even greater. The tourist destination image is one of the most studied themes in tourism literature. However it continues to be very central, contributing to a more efficient management of tourist destinations. This study has as its principal objective to measure the image that international tourists have of the Oporto tourist destination. A literature review was carried out about the image of the tourist destination, personality of the destination brand, destination marketing and social media. Questionnaires were given to 200 tourists from 21 countries, who visited the Oporto destination in 2018. The results of the study indicate that international tourists associate Oporto with images of: (1) infrastructures, accessibilities and leisure activities; (2) culture and prestige; (3) hospitality and local culture. At the end, conclusions and suggestions are presented for guidance of future research.
ABSTRACT: The management of tourist destination is a challenge for all those who work in the Tourism sector. Changes in consumption behaviour and new ways of tourist communication have made this challenge even greater. The tourist destination image is one of the most studied themes in tourism literature. However it continues to be very central, contributing to a more efficient management of tourist destinations. This study has as its principal objective to measure the image that international tourists have of the Oporto tourist destination. A literature review was carried out about the image of the tourist destination, personality of the destination brand, destination marketing and social media. Questionnaires were given to 200 tourists from 21 countries, who visited the Oporto destination in 2018. The results of the study indicate that international tourists associate Oporto with images of: (1) infrastructures, accessibilities and leisure activities; (2) culture and prestige; (3) hospitality and local culture. At the end, conclusions and suggestions are presented for guidance of future research.
Description
Keywords
Marketing de Destinos Personalidade da Marca do Destino Imagem do Destino Redes Sociais Porto