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Advisor(s)
Abstract(s)
As crescentes mudanças no setor turístico, devidas sobretudo à crescente competição e
mudanças do comportamento do consumidor, direcionaram os destinos, não só para a
necessidade de desenvolverem experiências autênticas, sustentáveis e memoráveis, como
também, para serem vistos como verdadeiras marcas com o objetivo de diferenciar o seu
destino no mercado.
A enogastronomia é considerada um ativo estratégico qualificador que enriquece a
experiência turística acrescentando valor ao território e alavancando ativos diferenciadores
dos destinos. O desenvolvimento da enogastronomia nas regiões produtoras de vinho em todo
o mundo tornou-se uma ferramenta para o desenvolvimento sustentável das zonas rurais e
uma resposta aos novos desafios que se impõem atualmente ao turismo (Carlsen &
Boksberger, 2015; Iglesias & Navarro, 2014).
O desenvolvimento de experiências enogastronómicas na Região Demarcada do
Douro e na Região Demarcada do Dão, dirigidas aos turistas internacionais que visitam o
Algarve, aproveitando a linha aérea regional Bragança-Portimão, é objetivo geral deste
projeto de mestrado.
Para se atingir o objetivo proposto, adotou-se uma abordagem mista, ou seja, a
utilização dos métodos de investigação qualitativo e quantitativo. No método de investigação
qualitativo foram desenvolvidas oito entrevistas exploratórias: seis entrevistas às quintas de
Enoturismo e Enogastronomia das Regiões Demarcadas do Douro e do Dão; uma entrevista à
agência de viagens Rosatours e uma entrevista ao Aeródromo Municipal de Viseu. No método
de investigação quantitativo foi aplicado o questionário em que a amostra é constituída por
214 turistas internacionais que visitaram o Algarve, 121 turistas na época de verão e 93
turistas na época de inverno.
Com a conclusão da investigação foi possível desenvolver um conjunto de
experiências enogastronómicas na Região Demarcada do Douro e na Região Demarcada do
Dão, que vão ao encontro das expetativas mais valorizadas, nomeadamente, sentir-se
protegido e em segurança; provar a gastronomia local e desfrutar a paisagem, e das
motivações mais valorizadas, nomeadamente, oportunidade para relaxar; prova de vinhos e
comer no restaurante de uma adega, dos turistas internacionais que visitam o Algarve.
As experiências enogastronómicas propostas neste projeto visam, não só promover a
Região Demarca do Douro e a Região Demarcada do Dão, como destinos enogastronómicos de excelência do nosso País, mas também, combater a sazonalidade da atividade turística no
distrito de Viseu.
ABSTRACT: The increasing changes in the tourism sector, due mainly to increased competition and changing consumer behavior, directed to destination, not only to the need to develop authentic experiences, memorable and sustainable, but also to be seen as real brands with the aim of differentiating their destination in the market. Wine and food tourism is considered a strategic qualifier asset that enriches the tourist experience by adding value to the territory and leveraging assets that differentiate destinations. The development of wine and food tourism in wine-producing regions around the world has become a tool for the sustainable development of rural areas and a response to the new challenges currently facing tourism today (Carlsen & Boksberger, 2015; Iglesias & Navarro, 2014). The general objective of this master's project is the development of wine and food experiences in the Douro Demarcated Region and in the Dão Demarcated Region, aimed at international tourists visiting the Algarve, taking advantage of the regional airline BragançaPortimão. In order to achieve the proposed objective, a mixed approach was adopted, that is, the use of qualitative and quantitative research methods. In the qualitative investigation method was developed eight exploratory interviews: six interviews at the wine farms of the Douro and Dão Demarcated Regions; an interview with the Rosatours travel agency and an interview with Viseu Airport. In the quantitative investigation method the questionnaire was applied and the sample consists of 214 international tourists who visited the Algarve, 121 tourists during the summer season and 93 tourists during the winter season. With the conclusion of the investigation it was possible to develop a set of wine and food experiences in the Douro and Dão Demarcated Regions, that will meet the expectations most valued, such as, protection and security; tasting local cuisine and enjoy the landscape, and motivations most valued, such as, opportunity to relax; wine tasting and eat at a winery restaurant, of international tourists visiting the Algarve. The wine and food experiences proposed in this project aim, not only promoting the Douro and Dão Demarcated Regions, but also to combat the seasonality of the tourist activity in the district of Viseu.
ABSTRACT: The increasing changes in the tourism sector, due mainly to increased competition and changing consumer behavior, directed to destination, not only to the need to develop authentic experiences, memorable and sustainable, but also to be seen as real brands with the aim of differentiating their destination in the market. Wine and food tourism is considered a strategic qualifier asset that enriches the tourist experience by adding value to the territory and leveraging assets that differentiate destinations. The development of wine and food tourism in wine-producing regions around the world has become a tool for the sustainable development of rural areas and a response to the new challenges currently facing tourism today (Carlsen & Boksberger, 2015; Iglesias & Navarro, 2014). The general objective of this master's project is the development of wine and food experiences in the Douro Demarcated Region and in the Dão Demarcated Region, aimed at international tourists visiting the Algarve, taking advantage of the regional airline BragançaPortimão. In order to achieve the proposed objective, a mixed approach was adopted, that is, the use of qualitative and quantitative research methods. In the qualitative investigation method was developed eight exploratory interviews: six interviews at the wine farms of the Douro and Dão Demarcated Regions; an interview with the Rosatours travel agency and an interview with Viseu Airport. In the quantitative investigation method the questionnaire was applied and the sample consists of 214 international tourists who visited the Algarve, 121 tourists during the summer season and 93 tourists during the winter season. With the conclusion of the investigation it was possible to develop a set of wine and food experiences in the Douro and Dão Demarcated Regions, that will meet the expectations most valued, such as, protection and security; tasting local cuisine and enjoy the landscape, and motivations most valued, such as, opportunity to relax; wine tasting and eat at a winery restaurant, of international tourists visiting the Algarve. The wine and food experiences proposed in this project aim, not only promoting the Douro and Dão Demarcated Regions, but also to combat the seasonality of the tourist activity in the district of Viseu.
Description
Keywords
Experiências enogastronómicas Motivações e expetativas enogastronómicas Região Demarcada do Douro Região Demarcada do Dão