Eventos e sua influência no valor do destino: uma análise em diversas medidas de valor
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Data
2019
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Os eventos são e continuarão a ser um elemento inseparavelmente ligado à promoção
turística, dado que a relação entre eventos e turismo é intensa e os efeitos gerados são recíprocos
(Vieira, 2015). O estudo da influência dos eventos nos destinos onde se realizam tem ganho força
no decorrer dos anos, na investigação do turismo, dada a importância destes na promoção,
posicionamento e moldar da imagem do destino.
Indo de encontro à crescente evolução da relação entre turismo e eventos, o presente
estudo tem como objetivo perceber a influência de um evento – RFM SOMNII – no valor do destino
– Figueira da Foz –, analisando diversas medidas de valor, como: a sustentabilidade, a imagem e
valor do destino, a comunidade local, o valor gerado para os negócios de atividades turísticas e os
benefícios económicos para a região.
A metodologia adotada para atingir o objetivo proposto, teve como base uma metodologia
mista, com uma investigação quantitativa, através de um questionário aplicado a visitantes do
evento e a residentes do município da Figueira da Foz e com uma investigação qualitativa, na forma
de entrevistas semiestruturadas realizadas a proprietários de negócios locais ligados à atividade
turística. O questionário teve como objetivo entender a perceção dos inquiridos acerca dos impactos
do evento nas diversas medidas de valor referidas e resultou numa amostra de 154 inquéritos
válidos, enquanto a entrevista, aplicada a três empresários, pretendeu estudar a influência do evento
nos negócios turísticos locais.
Após terem sido analisados os dados, verificou-se que, à exceção da comunidade local, o
RFM SOMNII surte uma influência positiva nas restantes medidas de valor. As conclusões
retiradas deste estudo podem fornecer um modelo para uma avaliação estratégica integrante das
três forças – evento, destino e comunidade local.
Events are and will continue to be an element inseparably linked to tourism promotion, given that the relationship between events and tourism is intense and the effects generated are reciprocal (Vieira, 2015). The study of the influence of events in the destinations where they take place has gained strength over the years in tourism research, given their importance in promoting, positioning and shaping the image of destiny. Taking into account the growing evolution of the relationship between tourism and events, the present study aims to perceive the influence of an event – RFM SOMNII – on the destination’s value – Figueira da Foz, Portugal –, analyzing various value measures such as: sustainability, the image and value of the destination, the local community, the value generated for the business of tourist activities and the economic benefits to the region. The methodology adopted to reach the proposed objective was based on a mixed methodology, with a quantitative investigation, through a questionnaire applied to visitors of the event and to residents of the municipality of Figueira da Foz and with a qualitative investigation, in the form of semi-structured interviews to local business owners linked to tourism. The questionnaire aimed to understand the perception of the respondents about the impacts of the event on the various measures of value referred to and resulted in a sample of 154 valid surveys, while the interview, applied to three entrepreneurs, intended to study the influence of the event on local tourism businesses. After the data were analyzed it was verified that, with the exception of the local community, RFM SOMNII has a positive influence on the remaining value measures. The conclusions drawn from this study can provide a model for an integrated strategic assessment of the three forces - event, destination and local community.
Events are and will continue to be an element inseparably linked to tourism promotion, given that the relationship between events and tourism is intense and the effects generated are reciprocal (Vieira, 2015). The study of the influence of events in the destinations where they take place has gained strength over the years in tourism research, given their importance in promoting, positioning and shaping the image of destiny. Taking into account the growing evolution of the relationship between tourism and events, the present study aims to perceive the influence of an event – RFM SOMNII – on the destination’s value – Figueira da Foz, Portugal –, analyzing various value measures such as: sustainability, the image and value of the destination, the local community, the value generated for the business of tourist activities and the economic benefits to the region. The methodology adopted to reach the proposed objective was based on a mixed methodology, with a quantitative investigation, through a questionnaire applied to visitors of the event and to residents of the municipality of Figueira da Foz and with a qualitative investigation, in the form of semi-structured interviews to local business owners linked to tourism. The questionnaire aimed to understand the perception of the respondents about the impacts of the event on the various measures of value referred to and resulted in a sample of 154 valid surveys, while the interview, applied to three entrepreneurs, intended to study the influence of the event on local tourism businesses. After the data were analyzed it was verified that, with the exception of the local community, RFM SOMNII has a positive influence on the remaining value measures. The conclusions drawn from this study can provide a model for an integrated strategic assessment of the three forces - event, destination and local community.
Descrição
Orientação: Álvaro Lopes Dias
Palavras-chave
MESTRADO EM TURISMO, TURISMO, EVENTOS, DESTINOS TURÍSTICOS, PROMOÇÃO TURÍSTICA, IMPACTO TURÍSTICO, IMPACTO ECONÓMICO, TOURISM, EVENTS, TOURIST DESTINATIONS, TOURISM PROMOTION, TOURISM IMPACT, ECONOMIC IMPACT