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Advisor(s)
Abstract(s)
A informação desempenha um papel fundamental num setor económico com as
características do turismo, sendo, naturalmente, bastante influenciado pelas redes sociais.
Atualmente, a utilização generalizada destas plataformas virtuais, assim como o
crescimento exponencial destas, com o aparecimento de novas redes sociais, estão a
provocar alterações radicais no âmbito da procura de destinos turísticos assim como na
promoção dos próprios destinos. A presente dissertação debruça-se num dos destinos
turísticos portugueses mais emblemáticos, a Serra da Estrela, principal destino nacional de
desportos de Inverno, tendo como objetivo perceber quais as motivações que levam um
turista a praticar desportos de inverno na Serra da Estrela, assim como qual a influência da
internet e das redes sociais na escolha de um destino turístico. Para tal foi utilizada uma
metodologia quantitativa, tendo como instrumento de recolha de dados o questionário,
aplicado a turistas da região da Serra da Estrela. Obteve-se 180 respostas, constituindo-se,
assim, a amostra do presente trabalho. O preço e a proximidade de casa revelam ser os
principais motivos para a prática de desportos de Inverno na Serra da Estrela, sendo que a
qualidade da infraestrutura aparece como um motivo indiferente para quem prática estes
desportos. Os próprios desportos de inverno, juntamente com a paisagem natural, ser um
destino de neve, o facto de se estar perante um destino familiar, calmo e relaxado,
constituem razões preponderantes para a escolha da Serra da Estrela como destino de
férias. Também ficou demonstrado que a internet e as redes socias apresentam uma grande
influência na escolha de um destino turístico, nomeadamente da Serra da Estrela como
local de prática de desportos de Inverno, sendo que as respostas obtidas mostraram uma
tendência positiva no que concerne a utilização das redes sociais para: procura de destino
turístico, comparação de comentários sobre esse destino, pesquisa sobre as características
desse destino turístico, realçando a importância que estas plataformas têm para um destino
de Inverno como é o caso da Serra da Estrela. Em suma, as redes sociais representam uma
ferramenta cada vez mais importante para a promoção dos desportos de Inverno nesta
região portuguesa, sendo também cada vez mais utlizadas para a procura de informação
sobre as mesmas.
Information plays a key role in an economic sector with the characteristics of tourism, which is of course greatly influenced by social networks. Currently, the widespread use of these virtual platforms, as well as their exponential growth, with the emergence of new social networks, are causing radical changes in the search for tourist destinations as well as in the promotion of the destinations themselves. This dissertation focuses on one of the most emblematic Portuguese tourist destinations, Serra da Estrela, the main national destination for winter sports, aiming to understand the motivations that lead a tourist to practice winter sports in Serra da Estrela, as well as the influence of Internet and social networks in the choice of a tourist destination. For this purpose a quantitative methodology was developed, having as instrument of data collection the questionnaire, applied to tourists in the region of Serra da Estrela. It was obtained 180 answers, thus constituting the sample of the present work. The price and the proximity to home reveal to be the main motives for the practice of winter sports in Serra da Estrela, being that the quality of the infrastructures appears as an indifferent motive for those who practice these sports. The winter sports themselves, together with the natural landscape, being a snow destination, the fact of being a family destination, calm and relaxed, constitute preponderant reasons for the choice of Serra da Estrela as a holiday destination. It was also demonstrated that the internet and the social networks have a great influence in the choice of a tourist destination, namely Serra da Estrela as a place to practice winter sports. The answers obtained showed a positive tendency in what concerns the use of the social networks for: searching for a tourist destination, comparison of comments about this destination, research about the characteristics of this tourist destination, highlighting the importance that these platforms have for a winter destination like Serra da Estrela. In short, social networks represent an increasingly important tool for the promotion of winter sports in this Portuguese region, being also increasingly used to search for information about them.
Information plays a key role in an economic sector with the characteristics of tourism, which is of course greatly influenced by social networks. Currently, the widespread use of these virtual platforms, as well as their exponential growth, with the emergence of new social networks, are causing radical changes in the search for tourist destinations as well as in the promotion of the destinations themselves. This dissertation focuses on one of the most emblematic Portuguese tourist destinations, Serra da Estrela, the main national destination for winter sports, aiming to understand the motivations that lead a tourist to practice winter sports in Serra da Estrela, as well as the influence of Internet and social networks in the choice of a tourist destination. For this purpose a quantitative methodology was developed, having as instrument of data collection the questionnaire, applied to tourists in the region of Serra da Estrela. It was obtained 180 answers, thus constituting the sample of the present work. The price and the proximity to home reveal to be the main motives for the practice of winter sports in Serra da Estrela, being that the quality of the infrastructures appears as an indifferent motive for those who practice these sports. The winter sports themselves, together with the natural landscape, being a snow destination, the fact of being a family destination, calm and relaxed, constitute preponderant reasons for the choice of Serra da Estrela as a holiday destination. It was also demonstrated that the internet and the social networks have a great influence in the choice of a tourist destination, namely Serra da Estrela as a place to practice winter sports. The answers obtained showed a positive tendency in what concerns the use of the social networks for: searching for a tourist destination, comparison of comments about this destination, research about the characteristics of this tourist destination, highlighting the importance that these platforms have for a winter destination like Serra da Estrela. In short, social networks represent an increasingly important tool for the promotion of winter sports in this Portuguese region, being also increasingly used to search for information about them.
Description
Keywords
Serra da Estrela Desportos de inverno Redes sociais Promoção e procura turística