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Resumo(s)
O presente trabalho analisa o papel do marketing experiencial no enoturismo como
instrumento de diferenciação e criação de valor, tendo como caso de estudo a empresa
LUSOVINI - Vinhos de Portugal, SA, sediada em Nelas. A investigação procura compreender
de que forma as estratégias de marketing e gestão da experiência do visitante, articuladas com
os processos operacionais e a eficiência da gestão da adega, contribuem para a construção da
imagem da marca, o valor percebido e a fidelização no contexto do turismo vínico português.
Com base numa revisão teórica abrangente - centrada nos modelos de comportamento
do consumidor (S-O-R), marketing experiencial (Schmitt, 1999) e branding territorial -,
articulada com a observação direta realizada durante o estágio curricular, identificaram-se
práticas de comunicação e promoção orientadas para a experiência sensorial, emocional e
simbólica. A análise revelou que a LUSOVINI alia tradição e inovação, transformando o vinho
em elemento narrativo e emocional que reforça a ligação entre marca, território e visitante.
Através da aplicação da matriz TOWS, foi possível definir estratégias que potenciam as
forças internas da empresa e as oportunidades externas do setor, nomeadamente a aposta na
sustentabilidade, no marketing digital, no enoturismo experiencial e na diversificação de
mercados. A discussão evidencia a importância de integrar autenticidade, ética ambiental e
emoção como pilares da competitividade no enoturismo contemporâneo.
Em suma, conclui-se que o sucesso e a sustentabilidade da LUSOVINI - e, por extensão,
do enoturismo português - dependem da capacidade de reinventar a tradição sem a perder, de
digitalizar sem desumanizar e de crescer sem romper o vínculo com o território. O vinho, aqui,
é mais do que produto: é cultura engarrafada, experiência partilhada e símbolo vivo da
identidade portuguesa.
This study examines the role of experiential marketing in wine tourism as a key instrument for differentiation and value creation, focusing on the case of LUSOVINI - Vinhos de Portugal, SA, located in Nelas. The research aims to understand how marketing strategies and visitor experience management, articulated with operational processes and efficiency in winery management, contribute to the construction of brand image, perceived value, and loyalty within the context of Portuguese wine tourism. Grounded in a comprehensive theoretical framework - based on consumer behavior models (S-O-R), experiential marketing (Schmitt, 1999), and place branding - and supported by direct observation during an internship, the study identified communication and promotion practices oriented toward sensory, emotional, and symbolic engagement. The findings reveal that LUSOVINI successfully combines tradition and innovation, transforming wine into a narrative and emotional element that strengthens the connection between brand, territory, and visitor. Through the application of the TOWS matrix, strategic directions were defined to leverage the company’s internal strengths and external opportunities, particularly by investing in sustainability, digital marketing, experiential wine tourism, and market diversification. The discussion highlights the importance of integrating authenticity, environmental ethics, and emotion as core drivers of competitiveness in contemporary wine tourism. In conclusion, the success and sustainability of LUSOVINI - and, more broadly, of Portuguese wine tourism - rely on the ability to reinvent tradition without losing it, digitalize without dehumanizing, and grow without breaking the bond with the land. Here, wine stands as more than a product: it is bottled culture, shared experience, and a living symbol of Portuguese identity.
This study examines the role of experiential marketing in wine tourism as a key instrument for differentiation and value creation, focusing on the case of LUSOVINI - Vinhos de Portugal, SA, located in Nelas. The research aims to understand how marketing strategies and visitor experience management, articulated with operational processes and efficiency in winery management, contribute to the construction of brand image, perceived value, and loyalty within the context of Portuguese wine tourism. Grounded in a comprehensive theoretical framework - based on consumer behavior models (S-O-R), experiential marketing (Schmitt, 1999), and place branding - and supported by direct observation during an internship, the study identified communication and promotion practices oriented toward sensory, emotional, and symbolic engagement. The findings reveal that LUSOVINI successfully combines tradition and innovation, transforming wine into a narrative and emotional element that strengthens the connection between brand, territory, and visitor. Through the application of the TOWS matrix, strategic directions were defined to leverage the company’s internal strengths and external opportunities, particularly by investing in sustainability, digital marketing, experiential wine tourism, and market diversification. The discussion highlights the importance of integrating authenticity, environmental ethics, and emotion as core drivers of competitiveness in contemporary wine tourism. In conclusion, the success and sustainability of LUSOVINI - and, more broadly, of Portuguese wine tourism - rely on the ability to reinvent tradition without losing it, digitalize without dehumanizing, and grow without breaking the bond with the land. Here, wine stands as more than a product: it is bottled culture, shared experience, and a living symbol of Portuguese identity.
Descrição
Palavras-chave
Comportamento do Consumidor Sustentabilidade Enoturismo Marketing experiencial Imagem de destino LUSOVINI Wine tourism Experiential marketing Consumer behavior Destination image Sustainability LUSOVINI