Turismo equestre e marketing de serviços: um estudo exploratório
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2014
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O objeto de estudo desta investigação é o marketing de serviços no turismo equestre, em Portugal. Com a investigação levada a cabo, procurou descrever-se, a partir das opiniões dos clientes dos centros hípicos - recolhidas através de inquérito por questionário -, as caraterísticas do marketing de serviços, nos centros hípicos. Dada a natureza exploratória da investigação, decorrente da inexistência de investigações neste campo, e a impossibilidade de auscultar todo o universo de unidades de turismo equestre, muito diversas na sua tipologia e dispersas pelo território, optou-se por centrar o estudo nos centros hípicos.
Os objetivos da presente investigação tomam por pressuposto a necessidade de compreender i) quais os perfis de clientes que frequentam um centro hípico; ii) de que forma os consumidores tomam conhecimento do mesmo; e iii) como verificam que os centros hípicos correspondem às suas necessidades.
Concentrou-se, assim, esta investigação, na tentativa de caraterização da importância do marketing no âmbito de uma determinada área de atuação: o turismo equestre. Procura abordar-se o turismo equestre enquanto serviço, tentando compreender quais as suas potencialidades, caraterísticas do público-alvo e estratégias de marketing que mais se adequam no seu âmbito.
The object of study in this research is the services marketing in the equestrian tourism in Portugal. With this work, we tried to describe the characteristics of services marketing in equestrian centers resulting from the answers given in the questionnaires made to clients of the mentioned centers. As this is an exploratory research, due to the lack of investigation works in this area, and also because it is impossible to sound out the opinions of all equestrian tourism units, which are so different and geographically dispersed, we chose to focus on equestrian centers. The goals in this work are based on the necessity of understanding (i) the profile of an equestrian center customer; (ii) the way the customers become aware of such centers; and (iii) the way they check their expectations towards these centers. This work tries to characterize the importance of marketing within a specific area of interest: equestrian tourism. We tried to approach equestrian tourism as a service, understanding its potential, the characteristics of its target audience and the marketing strategies which best suit this area.
The object of study in this research is the services marketing in the equestrian tourism in Portugal. With this work, we tried to describe the characteristics of services marketing in equestrian centers resulting from the answers given in the questionnaires made to clients of the mentioned centers. As this is an exploratory research, due to the lack of investigation works in this area, and also because it is impossible to sound out the opinions of all equestrian tourism units, which are so different and geographically dispersed, we chose to focus on equestrian centers. The goals in this work are based on the necessity of understanding (i) the profile of an equestrian center customer; (ii) the way the customers become aware of such centers; and (iii) the way they check their expectations towards these centers. This work tries to characterize the importance of marketing within a specific area of interest: equestrian tourism. We tried to approach equestrian tourism as a service, understanding its potential, the characteristics of its target audience and the marketing strategies which best suit this area.
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Orientação: João Morais
Palavras-chave
TURISMO, MESTRADO EM MARKETING E PUBLICIDADE, MARKETING TURÍSTICO, CAVALOS, TOURISM, EQUESTRIAN TOURISM, TOURISM MARKETING, HORSES, TURISMO EQUESTRE, COMUNICAÇÃO, COMMUNICATION, MARKETING, MARKETING