A promoção turística de Portugal nas brochuras dos operadores turísticos – O caso do Reino Unido
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2015
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O sucesso de um destino depende, entre outros fatores, da criação de imagem e da promoção, com base, por exemplo, nos materiais promocionais disponíveis.
Este estudo propõe uma análise de brochuras turísticas referentes aos principais operadores a atuar no mercado do Reino Unido, no período 2014-2015. Procurou-se, concretamente, identificar eventuais correspondências entre o perfil do mercado-alvo e as mensagens veiculadas nas brochuras, assim como compreender a sua relação com os produtos turísticos inscritos no Plano Estratégico Nacional do Turismo.
Do ponto de vista metodológico, para além da revisão da literatura e da análise de fontes secundárias diversas, procedeu-se à realização de um estudo qualitativo baseado na análise de conteúdo de brochuras turísticas dos operadores Thomas Cook e Thomson/TUI.
Os resultados da investigação demonstram: 1) a não correspondência entre o perfil de turista do Reino Unido e o perfil-alvo das brochuras dos operadores turísticos que vendem Portugal, particularmente, pela não concordância nas representações associadas à faixa etária, motivações, estrutura da oferta de alojamento, gasto médio por turista e canais de distribuição; 2) a não correspondência entre a mensagem dos operadores turísticos do Reino Unido que vendem Portugal e os produtos preconizados no PENT, particularmente, por apenas ser dado destaque significativo aos produtos “sol e mar”, “gastronomia e vinhos” e “turismo de saúde”. O produto “golfe” é secundarizado e aos produtos “turismo de natureza”, “turismo náutico” e “circuitos religiosos e culturais” não é dada relevância.
The success of a destination depends, among other factors, on the creation of an image and on the promotion based, for instance, on promotional materials available. This study proposes an analysis of tourist brochures from the main tour operators in UK market in the period 2014-2015. In this sense, the aim is to identify matches between target market profile and the data conveyed in the brochures and correlating this with the tourism products in PENT. As far as the methodology is concerned, in addition to literature review and analysis of various secondary sources, a qualitative study based on brochures content analysis from Thomas Cook and Thomson/TUI tour operators was carried out. Research results show: 1) the mismatch between the tourist profile of the UK and target profile of the brochures of tour operators who sell Portugal, in particular, due to divergences as far as representations associated with age, motivations, accommodation supply structure, average spending per tourist and distribution channels are concerned; 2) the mismatch between the message of UK tour operators who sell Portugal and the products highlighted in the Portuguese national strategic plan for tourism, especially for only emphasizing products such as "sun and sea", "food and wine" and "health tourism". The product "golf" is considered a low priority and "nature tourism", "nautical tourism" and "religious and cultural circuits" are not considered relevant.
The success of a destination depends, among other factors, on the creation of an image and on the promotion based, for instance, on promotional materials available. This study proposes an analysis of tourist brochures from the main tour operators in UK market in the period 2014-2015. In this sense, the aim is to identify matches between target market profile and the data conveyed in the brochures and correlating this with the tourism products in PENT. As far as the methodology is concerned, in addition to literature review and analysis of various secondary sources, a qualitative study based on brochures content analysis from Thomas Cook and Thomson/TUI tour operators was carried out. Research results show: 1) the mismatch between the tourist profile of the UK and target profile of the brochures of tour operators who sell Portugal, in particular, due to divergences as far as representations associated with age, motivations, accommodation supply structure, average spending per tourist and distribution channels are concerned; 2) the mismatch between the message of UK tour operators who sell Portugal and the products highlighted in the Portuguese national strategic plan for tourism, especially for only emphasizing products such as "sun and sea", "food and wine" and "health tourism". The product "golf" is considered a low priority and "nature tourism", "nautical tourism" and "religious and cultural circuits" are not considered relevant.
Descrição
Orientação: Joana Maria de Oliveira Neves
Palavras-chave
MESTRADO EM TURISMO, TURISMO, PROMOÇÃO TURÍSTICA, DESTINOS TURÍSTICOS, IMAGEM, OPERADORES TURÍSTICOS, FOLHETOS, ESTUDOS DE CASO, PORTUGAL, REINO UNIDO, TOURISM, TOURISM PROMOTION, TOURIST DESTINATIONS, IMAGE, TOUR OPERATORS, BROCHURES, CASE STUDIES, PORTUGAL, UNITED KINGDOM