O impacto do marketing territorial no turismo da Região Autónoma da Madeira
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Data
2021
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Com uma tradição secular no setor do turismo, a Ilha da Madeira é um
destino de referência num mercado altamente competitivo onde consegue
arrecadar vários prémios internacionais. É um destino de excelência sendo um
dos destinos em Portugal mais visitados tendo um clima agradável e uma
natureza intocável.
Neste trabalho pretende-se perceber o quanto o marketing territorial
influência o turismo na RAM, e outros diversos setores da sociedade
madeirense. Desta forma pretende-se analisar os dados e estatísticas
resultantes da investigação de forma a relacionar as diferentes estratégias de
marketing ao impacto que tem sobre o turismo.
Tendo em conta os objetivos da investigação, esta passará por entender
como o marketing territorial atua positivamente no turismo e de que forma
desenvolve a região e que tipo de imagem passa da própria região para o
estrangeiro e para os turistas que recebe.
Para tal, foi elaborado um questionário que posteriormente foi
entregue nas unidades hoteleiras do Funchal em que foram preenchidos 106
questionários pelos hóspedes e foram feitas entrevistas com várias pessoas da
área (5) de forma a chegar a um consenso.
O estudo empírico através dos questionários e das entrevistas permitiu
concluir que a Região tem um imenso potencial turístico e é fundamental que
consiga acompanhar o avanço tecnológico, manter a qualidade dos serviços
turísticos e é necessário a continuação de toda uma construção de
infraestruturas modernas. Foi permitido perceber que o marketing territorial
tem atuado positivamente sobre o turismo, sendo que indicadores basilares
como o número de hóspedes entrados, as dormidas, a taxa de ocupação e
especialmente o RevPar tem subido gradualmente de ano para ano.
With a centuries-old tradition in the tourism sector, Madeira island is a destination of reference in a highly competitive market where it manages to collect several international awards. It is a destination of excellence and also being one of the most visited destination in Portugal which has a pleasant climate and untouched nature. This work intends to understand how much territorial marketing influences tourism in Madeira and other several sectors of Madeiran society. Therefore, it’s important to analyze the data and statistics resulting from the research in order to relate the different marketing strategies to the impact it has on tourism. Bearing in mind the goals of this investigation, this will involve understanding how territorial marketing acts positively in tourism and how the region develops and what kind of image passes from the region itself to the outside world and to the tourists it receives. Therefore, a questionnaire was prepared and subsequently delivered to the hotels in Funchal, where 106 questionnaires were completed by the hotel guests and interviews were conducted with several people (5) from the area of marketing and tourism in order to reach a consensus. The empirical study through questionnaires and interviews allowed to conclude that the Region has immense tourist potential and it’s essential that it’s able to keep up with technological advances, maintain the quality of tourist services and to keep construction modern infrastructure which is important. After this investigation it was realized that territorial marketing has acted positively on tourism, with important indicators such as the number of guests coming in, overnight stays, occupancy rate and especially the RevPar has been gradually increasing from year to year.
With a centuries-old tradition in the tourism sector, Madeira island is a destination of reference in a highly competitive market where it manages to collect several international awards. It is a destination of excellence and also being one of the most visited destination in Portugal which has a pleasant climate and untouched nature. This work intends to understand how much territorial marketing influences tourism in Madeira and other several sectors of Madeiran society. Therefore, it’s important to analyze the data and statistics resulting from the research in order to relate the different marketing strategies to the impact it has on tourism. Bearing in mind the goals of this investigation, this will involve understanding how territorial marketing acts positively in tourism and how the region develops and what kind of image passes from the region itself to the outside world and to the tourists it receives. Therefore, a questionnaire was prepared and subsequently delivered to the hotels in Funchal, where 106 questionnaires were completed by the hotel guests and interviews were conducted with several people (5) from the area of marketing and tourism in order to reach a consensus. The empirical study through questionnaires and interviews allowed to conclude that the Region has immense tourist potential and it’s essential that it’s able to keep up with technological advances, maintain the quality of tourist services and to keep construction modern infrastructure which is important. After this investigation it was realized that territorial marketing has acted positively on tourism, with important indicators such as the number of guests coming in, overnight stays, occupancy rate and especially the RevPar has been gradually increasing from year to year.
Descrição
Orientação: Eduardo Moraes Sarmento
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, MARKETING TURÍSTICO, DESTINOS TURÍSTICOS, COMMUNICATION, MARKETING, TOURISM MARKETING, TOURIST DESTINATIONS, ILHA DA MADEIRA, MADEIRA ISLAND