O perfil do enoturista da Quinta da Gaivosa
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Data
2019
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O enoturismo adquiriu uma importância crescente para as regiões vitivinícolas de todo o mundo, enquanto setor turístico que promove o crescimento local e regional. Contudo, o enoturismo ainda não está claramente desenvolvido e uma das causas apontadas consiste na falta de investigação sobre o comportamento e características do visitante da quinta vinícola.
A presente investigação tem como principais objetivos a determinação do perfil sociodemográfico e psicográfico, bem o levantamento das motivações dos visitantes que se deslocam à Quinta da Gaivosa, uma quinta inserida na Região Demarcada do Douro.
Para alcançar os objetivos indicados, construiu-se um instrumento de recolha de dados, tendo em vista a obtenção de dados sociodemográficos sobre enoturista, bem como os seus hábitos, comportamentos, preferências, motivações, satisfação e comportamento futuro. O questionário realizado foi aplicado aos turistas que se deslocavam à Quinta da Gaivosa, tendo sido obtida uma amostra de 75 respondentes, através do procedimento de amostragem não probabilística por conveniência. Deste modo os resultados deste estudo só se aplicam a esta amostra, não sendo possível generalizar este estudo para além da amostra em questão.
Os resultados obtidos permitiram concluir que os enoturistas são maioritamente do sexo masculino, residentes em Portugal, com uma faixa de idade intermédia, trabalhadores por conta de outrem, com elevados rendimentos mensais, bem como um nível de habilitações académicas alto. São turistas consumidores regulares de vinho, com um conhecimento intermédio, que normalmente visitam quintas vinícolas duas a três vezes por ano e as suas principais motivações para a prática do enoturismo são: provar vinhos, aprender mais sobre vinhos e processo de produção e visitar caves/adegas. Os enoturistas inquiridos visitaram a Quinta da Gaivosa acompanhados pela família, tendo sido motivados a visitar a quinta em estudo, pela prova de vinhos e para aumentar o conhecimento sobre vinhos.
Wine tourism has become increasingly important for wine-growing regions around the world as a tourism sector that promotes local and regional growth. However, enotourism is still not clearly developed and one of the causes pointed out is the lack of research on the behavior and characteristics of the visitor of the winery. The present research has as main objectives the determination of the sociodemographic and psychographic profile, as well as the motivation of the visitors who go to Quinta da Gaivosa, a winery inserted in the Douro Demarcated Region. In order to achieve the stated objectives, a data collection instrument was constructed, aiming at obtaining socio-demographic data on enotourist, as well as his habits, behaviors, preferences, motivations, satisfaction and future behavior. The questionnaire was applied to the tourists who traveled to Quinta da Gaivosa, and a sample of 75 respondents was obtained through a non-probabilistic sampling procedure for convenience. Thus, the results of this study only apply to this sample, and it is not possible to generalize this study beyond the sample in question. The results obtained allowed us to conclude that the enotourists are predominantly males, living in Portugal, with an intermediate age range, employed workers, with high monthly income, as well as a high level of academic qualifications. They are regular consumers of wine, with intermediate knowledge, who usually visit vineyards two to three times a year and their main motivations for enotourism are: to taste wines, to learn more about wines and the production process and to visit cellars / wineries. The enotourist who visited Quinta da Gaivosa is accompanied by the family and was motivated to visit the farm under study, for wine tasting and to increase knowledge about wines.
Wine tourism has become increasingly important for wine-growing regions around the world as a tourism sector that promotes local and regional growth. However, enotourism is still not clearly developed and one of the causes pointed out is the lack of research on the behavior and characteristics of the visitor of the winery. The present research has as main objectives the determination of the sociodemographic and psychographic profile, as well as the motivation of the visitors who go to Quinta da Gaivosa, a winery inserted in the Douro Demarcated Region. In order to achieve the stated objectives, a data collection instrument was constructed, aiming at obtaining socio-demographic data on enotourist, as well as his habits, behaviors, preferences, motivations, satisfaction and future behavior. The questionnaire was applied to the tourists who traveled to Quinta da Gaivosa, and a sample of 75 respondents was obtained through a non-probabilistic sampling procedure for convenience. Thus, the results of this study only apply to this sample, and it is not possible to generalize this study beyond the sample in question. The results obtained allowed us to conclude that the enotourists are predominantly males, living in Portugal, with an intermediate age range, employed workers, with high monthly income, as well as a high level of academic qualifications. They are regular consumers of wine, with intermediate knowledge, who usually visit vineyards two to three times a year and their main motivations for enotourism are: to taste wines, to learn more about wines and the production process and to visit cellars / wineries. The enotourist who visited Quinta da Gaivosa is accompanied by the family and was motivated to visit the farm under study, for wine tasting and to increase knowledge about wines.
Descrição
Orientação: Jorge Remondes de Sousa, António Pedro Costa
Palavras-chave
MESTRADO EM COMUNICAÇÃO, REDES E TECNOLOGIAS, COMUNICAÇÃO, ENOTURISMO, SEGMENTAÇÃO DO MERCADO TURÍSTICO, MOTIVAÇÃO, COMMUNICATION, OENOTURISM, TOURISM MARKET SEGMENTATION, MOTIVATION, CARACTERIZAÇÃO SOCIODEMOGRÁFICA, SOCIO-DEMOGRAPHIC CHARACTERISTICS