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Abstract(s)
A imagem de um destino turístico deve ser trabalhada pelos diversos players da indústria
turística, como forma de atração do destino, e promovida em diversos canais de comunicação,
nomeadamente nos social media. As redes sociais são uma fonte de informação, de partilha de
conteúdo e de experiências, por parte dos diversos utilizadores, podendo condicionar a imagem
criada de um destino, favoravelmente ou não. A região do Douro Vinhateiro, Património Mundial
desde 2001, apresenta-se como um destino turístico por excelência, pelos seus diversos
atrativos. Assim, o presente estudo exploratório pretende analisar a presença nas redes sociais
do destino Douro Vinhateiro e identificar as dimensões da imagem do destino. Para tal
desenvolveu-se um trabalho de acordo com o modelo misto de investigação, ou seja, adotaram se duas abordagens metodológicas – qualitativa e quantitativa. Como método de recolha de
dados, numa primeira fase optou-se pela análise documental, seguindo-se uma análise
qualitativa de websites e redes sociais relativas à Região do Alto Douro Vinhateiro e numa
segunda fase aplicou-se um questionário a turistas que visitaram esta região. Os resultados
demonstraram que a imagem da região em estudo é formada por três dimensões principais: o
Rio Douro, as Vinhas e a Cidade do Porto. Os websites e as redes sociais focam-se nestas três
dimensões, com fotos do rio, das vinhas, das quintas e das pontes sobre o Douro na Cidade do
Porto. Os turistas também apontam para estas três dimensões como principais fatores
associados à região. Os resultados permitem, que os principais players a operar nesta região
possam fazer uma promoção tendo em conta experiências nestas três dimensões, ao mesmo
tempo que se desenvolvem novas atrações tendo em conta as principais dimensões identificadas
e associadas à Região do Alto Douro Vinhateiro.
The image of a tourist destination should be worked by the various players in the tourism industry, to attract the destination, and promoted in various communication channels, including social media. Social networks are a source of information, content sharing and experiences, by the various users, and can condition the image created of a destination, favourably or not. The Douro Wine Region, World Heritage Site since 2001, presents itself as a tourist destination par excellence, for its various attractions. Thus, this exploratory study aims to analyze the presence in social networks of the destination Douro Vinhateiro and identify the dimensions of the destination image. To this end, it was developed a work according to the mixed research model, in other words, two methodological approaches were adopted - qualitative and quantitative. As a data collection method, in a first phase it was chosen the documental analysis, followed by a qualitative analysis of websites and social networks related to the Alto Douro Wine Region and in a second phase it was applied a questionnaire to tourists who visited this region. The results showed that the image of the region under study is formed by three main dimensions: the Douro River, the Vineyards, and the City of Porto. Both websites and social networks focus on these three aspects, with photos of the river, vineyards, farms, and bridges over the Douro in the city of Porto. Tourists also point to these three dimensions as the main factors associated with this region. The results allow the main players operating in this region to make a promotion considering experiences in these three dimensions, while developing new attractions considering the dimensions identified and associated with the Alto Douro Wine Region.
The image of a tourist destination should be worked by the various players in the tourism industry, to attract the destination, and promoted in various communication channels, including social media. Social networks are a source of information, content sharing and experiences, by the various users, and can condition the image created of a destination, favourably or not. The Douro Wine Region, World Heritage Site since 2001, presents itself as a tourist destination par excellence, for its various attractions. Thus, this exploratory study aims to analyze the presence in social networks of the destination Douro Vinhateiro and identify the dimensions of the destination image. To this end, it was developed a work according to the mixed research model, in other words, two methodological approaches were adopted - qualitative and quantitative. As a data collection method, in a first phase it was chosen the documental analysis, followed by a qualitative analysis of websites and social networks related to the Alto Douro Wine Region and in a second phase it was applied a questionnaire to tourists who visited this region. The results showed that the image of the region under study is formed by three main dimensions: the Douro River, the Vineyards, and the City of Porto. Both websites and social networks focus on these three aspects, with photos of the river, vineyards, farms, and bridges over the Douro in the city of Porto. Tourists also point to these three dimensions as the main factors associated with this region. The results allow the main players operating in this region to make a promotion considering experiences in these three dimensions, while developing new attractions considering the dimensions identified and associated with the Alto Douro Wine Region.
Description
Keywords
Imagem do destino Redes sociais Alto Douro Vinhateiro