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Planeamento Estratégico do Montebelo Business Experience: Modelo Integrado de Gestão Hoteleira e Eventos Empresariais
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Resumo(s)
O presente projeto final de mestrado consiste na proposta conceptual de criação do Montebelo Business Experience (MBE), um evento empresarial enquadrado no domínio
do turismo de negócios e eventos corporativos (MICE). O MBE é desenvolvido no âmbito do Mestrado em Gestão Turística e fundamenta-se na articulação entre a revisão da
literatura e a recolha de dados primários junto de potenciais participantes, assumindo-se como um exercício académico de natureza aplicada.
A proposta do evento é sustentada na identificação das perceções, expectativas e preferências do público-alvo relativamente a conteúdos, formatos, experiências complementares e condições logísticas associadas a eventos empresariais. Com base neste enquadramento, o MBE é conceptualizado como uma experiência integrada, centrada na
aprendizagem com especialistas, na criação de oportunidades de networking e na valorização de formatos que promovem a interação informal e qualificada entre
participantes.
O projeto adota uma abordagem prospetiva, não pressupondo a implementação efetiva do evento, mas antes a construção de um modelo conceptual coerente, fundamentado e alinhado com as tendências atuais do turismo de negócios. O estudo recorre a uma metodologia quantitativa, através da aplicação de um inquérito por
questionário, que sustenta as opções relativas à estrutura do programa, aos formatos de participação, às experiências complementares e às condições de conforto e acessibilidade.
O MBE é, assim, apresentado como uma proposta conceptual de evento empresarial, orientada para a criação de valor relacional e experiencial, contribuindo para
a reflexão académica sobre o desenho e planeamento de eventos de negócios ajustados às expectativas do mercado contemporâneo.
This master’s final project presents the conceptual proposal for the creation of the Montebelo Business Experience (MBE), a business event positioned within the field of business tourism and corporate events (MICE). Developed as part of the master’s degree in Tourism Management, the project adopts an applied academic approach, combining a literature review with the collection of primary data from potential participants. The event proposal is grounded in the identification of the target audience´s perceptions, expectations and preferences regarding content, formats, complementary experiences, and logistical conditions associated with business events. Based on this framework, the MBE is conceptualized as an integrated experience focused on learning from specialists, fostering networking opportunities and promoting informal and meaningful interaction among participants. The project follows a prospective approach and does not assume the actual implementation of the event. Instead, it aims to develop a coherent and well-founded conceptual model aligned with current trends in business tourism. A quantitative methodology is adopted through the application of a questionnaire survey, supporting the decisions related to program structure, participation formats, experiential components and comfort and accessibility conditions. MBE is therefore presented as a conceptual business event proposal, oriented towards relational and experiential value creation, contributing to academic reflection on the design and planning of business events aligned with contemporary market expectations.
This master’s final project presents the conceptual proposal for the creation of the Montebelo Business Experience (MBE), a business event positioned within the field of business tourism and corporate events (MICE). Developed as part of the master’s degree in Tourism Management, the project adopts an applied academic approach, combining a literature review with the collection of primary data from potential participants. The event proposal is grounded in the identification of the target audience´s perceptions, expectations and preferences regarding content, formats, complementary experiences, and logistical conditions associated with business events. Based on this framework, the MBE is conceptualized as an integrated experience focused on learning from specialists, fostering networking opportunities and promoting informal and meaningful interaction among participants. The project follows a prospective approach and does not assume the actual implementation of the event. Instead, it aims to develop a coherent and well-founded conceptual model aligned with current trends in business tourism. A quantitative methodology is adopted through the application of a questionnaire survey, supporting the decisions related to program structure, participation formats, experiential components and comfort and accessibility conditions. MBE is therefore presented as a conceptual business event proposal, oriented towards relational and experiential value creation, contributing to academic reflection on the design and planning of business events aligned with contemporary market expectations.
Descrição
Palavras-chave
Turismo de Negócios Eventos Corporativos Planeamento de Eventos Business Tourism Corporate Events Event planning