Marketing de eventos e a influência sobre a entidade e imagem de um destino : o caso dos festivais em Portugal
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2025
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A metodologia científica adotada combina um enquadramento teórico baseado na investigação literária e uma abordagem empírica. Numa primeira fase foi aplicado um pré-teste para com o propósito de identificar perguntas-problemas e nesses casos a pergunta era redigida novamente ou eliminada. Numa segunda fase foi aplicado o inquérito com o objectivo de uma recolha de dados quantitativos detalhados, para obtenção dos dados optou-se pela aplicação de inquéritos administrados de forma direta em formato online em português e inglês, 310 participantes responderam ao inquérito. O inquérito incluiu perguntas fechadas, utilizando a escala Likert para medir atitudes e perceções sobre a influência das redes sociais e da participação em festivais, proporcionando uma análise abrangente do impacto na promoção turística e no desenvolvimento regional em Portugal. O tratamento dos dados dos inquéritos passou, inicialmente, por uma análise estatística descritiva. Em seguida, foi realizada uma análise dos dados recolhidos através de estatística inferencial e descritiva, com recurso ao software SPSS v26. A conclusão deste estudo permite identificar que as redes sociais desempenham um papel fundamental na promoção de festivais em Portugal, contribuindo para a fidelização do público e a atração de novos visitantes. Além disso, os festivais ajudam a promover a marca Portugal como destino turístico, alinhando-se com os valores da marca-nação. A segmentação do público nas estratégias a adotar tornou-se essencial, pois as diferentes gerações adotam distintas formas de agir enquanto consumidor. Reconhece-se que a presente investigação apresenta algumas limitações, incluindo o tamanho da amostra e a distribuição geográfica dos participantes.
The aim of this research is an exploratory study, not intended to provide conclusive and definitive answers, but rather to investigate a field of study and establish a foundation for further research. The research is centered around the influence of social networks on the propagation of the Portugal brand, and whether the sharing of content on social networks by participants boosts the festival site as a tourist destination after the festival. The scientific methodology adopted combines a theoretical framework based on literary research and an empirical approach. In the first phase, a pre-test was applied in order to identify problem questions, in which case the question was reworded or eliminated. In a second phase, the survey was applied with the aim of collecting detailed quantitative data. To obtain the data, we chose to apply surveys administered directly in an online format in Portuguese and English. 310 participants responded to the survey. The survey included closed questions, using a Likert scale to measure attitudes and perceptions about the influence of social media and participation in festivals, providing a comprehensive analysis of the impact on tourism promotion and regional development in Portugal. The data from the surveys was initially processed using descriptive statistics. Next, the data collected was then analysed using inferential and descriptive statistics, using SPSS v26 software. The conclusion of this study shows that social networks play a key role in promoting festivals in Portugal, helping to build public loyalty and attract new visitors. In addition, festivals help to promote the Portugal brand as a tourist destination, in line with the values of the nation-brand. The segmentation of the public in the strategies to be adopted has become essential, as the different generations adopt different ways of acting as consumers. It is acknowledged that this research has some limitations, including the size of the sample and the geographical distribution of the participants.
The aim of this research is an exploratory study, not intended to provide conclusive and definitive answers, but rather to investigate a field of study and establish a foundation for further research. The research is centered around the influence of social networks on the propagation of the Portugal brand, and whether the sharing of content on social networks by participants boosts the festival site as a tourist destination after the festival. The scientific methodology adopted combines a theoretical framework based on literary research and an empirical approach. In the first phase, a pre-test was applied in order to identify problem questions, in which case the question was reworded or eliminated. In a second phase, the survey was applied with the aim of collecting detailed quantitative data. To obtain the data, we chose to apply surveys administered directly in an online format in Portuguese and English. 310 participants responded to the survey. The survey included closed questions, using a Likert scale to measure attitudes and perceptions about the influence of social media and participation in festivals, providing a comprehensive analysis of the impact on tourism promotion and regional development in Portugal. The data from the surveys was initially processed using descriptive statistics. Next, the data collected was then analysed using inferential and descriptive statistics, using SPSS v26 software. The conclusion of this study shows that social networks play a key role in promoting festivals in Portugal, helping to build public loyalty and attract new visitors. In addition, festivals help to promote the Portugal brand as a tourist destination, in line with the values of the nation-brand. The segmentation of the public in the strategies to be adopted has become essential, as the different generations adopt different ways of acting as consumers. It is acknowledged that this research has some limitations, including the size of the sample and the geographical distribution of the participants.
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MESTRADO DE COMUNICAÇÃO, MARKETING E MEDIA DIGITAIS, COMUNICAÇÃO, MARCAS, FESTIVAIS, REDES SOCIAIS, TURISMO, DESTINOS TURÍSTICOS, PROMOÇÃO TURÍSTICA, ECONOMIA DO TURISMO, DESENVOLVIMENTO REGIONAL, COMMUNICATION, BRANDS, FESTIVALS, SOCIAL NETWORKS, TOURISM, TOURIST DESTINATIONS, TOURISM PROMOTION, TOURISM ECONOMICS, REGIONAL DEVELOPMENT