A sustentabilidade social no turismo : impactos no comportamento de compra do turista
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Data
2022
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O turismo tem crescido rapidamente em muitas regiões e países, apoiando e
impulsionando as economias locais. No entanto, o fim não justifica os meios e
os impactos ambientais e sociais desse desenvolvimento têm de ser tidos em
consideração. O turismo sustentável não é apenas uma tendência ou palavra
da moda. É sim um conceito que deve ser implementado em todo o lugar e em
todas as atividades. As empresas, nas suas atividades diárias impactam, direta
ou indiretamente, os seus empregados, stakeholders, clientes e comunidades
locais, algo que é especialmente visível na indústria do turismo. Infelizmente,
não temos ainda assistido a esforços consideráveis para medir os impactos
sociais do turismo, da perspetiva do consumidor- o turista -, que detém papel
de crescente relevância no desenvolvimento da atividade.
Este trabalho tem como objetivo estudar os impactos socias do turismo e o
papel desempenhado pela indústria hoteleira neste campo, através de uma
perspetiva diferente, a dos turistas, clarificando a sua opinião relativamente aos
esforços feitos pelos hotéis e seus gestores na gestão destas questões.
Os turistas têm um papel cada vez mais importante na construção da imagem e
no marketing dos destinos e a sua opinião é hoje, mais do que nunca, um ativo
a considerar e prestar atenção. Será que valorizam uma performance mais
responsável e socialmente sustentável? Será isso suficiente para que estejam
predispostos a pagar mais para se alojarem num hotel que o faz? Terão os
turistas noção do seu poder nesta matéria? Um questionário com vários
indicadores-chave retirados da literatura sobre os impactos socias do turismo
foi aplicado a turistas portugueses para tentar responder a estas assuntos e
compreender de que forma eles afetam o processo de tomada de decisão dos
turistas e posteriormente, uma entrevista, que permitiu aprofundar os
conhecimentos que o questionário tinha permitido adquirir.
Este estudo permitiu perceber que a sustentabilidade social é de facto um fator
intensificador da lealdade e predisposição para pagar mais pela estadia num
estabelecimento hoteleiro. De forma transversal, os participantes no estudo
mostraram que este é um tema deveras importante para os consumidores e
que deve ser tido em consideração nas decisões de gestão de hotéis.
Tourism has been growing rapidly in many regions and countries, supporting the local economies and boosting them. However, the end does not justify the means and the environmental and social impacts of such development must be considered. Sustainable tourism is not just a fashionable trend or a “buzz” word. It is a concept that should be implemented everywhere and in every activity. Companies, in their daily activities, impact, either direct or indirectly, their employees, stakeholders, customers and the local communities which is especially visible in tourism industry. Unfortunately, we haven´t seen any considerable efforts to measure the social impacts of tourism from the perspective of consumers – the tourists –, who play an enormous role on the development of the activity. This paper aims to study the social impacts of tourism and the role played by the hotel industry in this field through a new perspective, the tourists’ perspective, enlightening their appreciation of hoteliers’ efforts in managing such issues. Tourists have a growing importance in the image and marketing of tourism facilities and destinations and their opinion is now, more than ever an asset to consider and pay attention to. Do they value a more responsible and social sustainable performance? And is that enough to make them predisposed to pay a premium for a hotel that does so? Are the tourists aware of their power in such matters? A survey with several key-indicators from the tourism social impacts literature was applied to portuguese tourists to try to answer these questions and understand how they affect tourists’ decision process, and after that, one interview that allowed for the data verification, resulting in stronger results. This study has allowed to understand how much social sustainabilit is important to improve loyalty and willingness to pay more in a hotel. Transversely the participants showed that this is a very important subject por costumers and that it should be taken into account in every business decision.
Tourism has been growing rapidly in many regions and countries, supporting the local economies and boosting them. However, the end does not justify the means and the environmental and social impacts of such development must be considered. Sustainable tourism is not just a fashionable trend or a “buzz” word. It is a concept that should be implemented everywhere and in every activity. Companies, in their daily activities, impact, either direct or indirectly, their employees, stakeholders, customers and the local communities which is especially visible in tourism industry. Unfortunately, we haven´t seen any considerable efforts to measure the social impacts of tourism from the perspective of consumers – the tourists –, who play an enormous role on the development of the activity. This paper aims to study the social impacts of tourism and the role played by the hotel industry in this field through a new perspective, the tourists’ perspective, enlightening their appreciation of hoteliers’ efforts in managing such issues. Tourists have a growing importance in the image and marketing of tourism facilities and destinations and their opinion is now, more than ever an asset to consider and pay attention to. Do they value a more responsible and social sustainable performance? And is that enough to make them predisposed to pay a premium for a hotel that does so? Are the tourists aware of their power in such matters? A survey with several key-indicators from the tourism social impacts literature was applied to portuguese tourists to try to answer these questions and understand how they affect tourists’ decision process, and after that, one interview that allowed for the data verification, resulting in stronger results. This study has allowed to understand how much social sustainabilit is important to improve loyalty and willingness to pay more in a hotel. Transversely the participants showed that this is a very important subject por costumers and that it should be taken into account in every business decision.
Descrição
Orientação: Mafalda Luísa de Almeida Serra Patuleia
Palavras-chave
MESTRADO EM TURISMO, TURISMO, TOURISM, SUSTENTABILIDADE SOCIAL, SOCIAL SUSTAINABILITY, COMPORTAMENTO DOS CONSUMIDORES, CONSUMER BEHAVIOUR