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Advisor(s)
Abstract(s)
O estudo do Turismo encontra-se em constante mudança e com novas abordagens, apresentando um importante meio para o desenvolvimento, prosperidade e socio-economia dos concelhos, regiões e países.
Com o presente estudo, pretende-se elaborar um plano de comunicação, para dar a conhecer a região de Miranda do Douro, da sua oferta turística e cultural, para que os visitantes venham e sejam leais a este destino turístico.
Para tal, optou-se por realizar uma investigação mista de natureza: qualitativa, com a aplicação de um inquérito por entrevista e quantitativa com administração de um inquérito por questionário. Foi possível, assim, identificar as falhas, causas, e oportunidades a explorar, no sentido de desenvolver e otimizar a oferta turística e cultural do concelho de Miranda do Douro como destino turístico.
Através dos resultados obtidos foi possível identificar três grupos homogéneos que visitam Miranda do Douro como destino turístico: os visitantes ocasionais, curiosos e conhecedores do concelho. Nesta continuidade, constata-se que duas das trezes hipóteses analisadas, foram validadas. Com efeito, existe diferença por faixa etária relativamente à lealdade com o concelho, e existe uma relação positiva entre a avaliação global e à lealdade. O que demostra que globalmente os visitantes ficaram satisfeitos da visita e com a intenção de voltar. Porém, observa-se que existem falhas como: a falta de divulgação (sinalização, especialistas em multimédia, alojamentos, locais culturais, etc.), mas também no aproveitamento de todos os recursos disponíveis, por parte da Câmara Municipal e das autoridades locais em termos de turismo. Contudo, se existissem ações comunicativas e união entre todos os operadores turísticos, poderiam atrair mais visitantes.
The study of Tourism is constantly changing and with new approaches, presenting an important means for development, prosperity and socio-economy of municipalities, regions and countries. With the present study, we intend elaborate a communication plan, for publicize the Miranda do Douro region, its tourist and cultural offer, for that visitors come and be loyal to this tourist destination. For this, it was decided to carry out a mixed research of a nature: qualitative, with the application of an interview survey and quantitative with administration of a questionnaire survey. That way, it was possible to identify gaps, causes, and opportunities to be explore, in order to develop and optimize the touristic and cultural offer in the municipality of Miranda do Douro as a tourist destination. Through the results achieved possible to identify three homogeneous groups that visit Miranda do Douro as a tourist destination: occasional visitors, curious and knowledgeable about the municipality. In this continuity, it appears that two of the thirteen hypotheses analyzed, were validated. In fact, there is a difference by age group regarding loyalty to the municipality, and there is a positive relationship between the overall assessment and loyalty. Which shows that globally the visitors were satisfied with the visit and with the intention of returning. However, it was observed that there are flaws such as: the lack of disclosure (signage, multimedia specialists, accommodation, cultural sites, etc.) but also in the use of all available resources, by the City Council and the local authorities in terms tourism. Yet, if existed communicative actions and unity among all tour operators, could attract more visitors. Through the results obtained it was possible to identify three homogeneous groups that visit Miranda do Douro
The study of Tourism is constantly changing and with new approaches, presenting an important means for development, prosperity and socio-economy of municipalities, regions and countries. With the present study, we intend elaborate a communication plan, for publicize the Miranda do Douro region, its tourist and cultural offer, for that visitors come and be loyal to this tourist destination. For this, it was decided to carry out a mixed research of a nature: qualitative, with the application of an interview survey and quantitative with administration of a questionnaire survey. That way, it was possible to identify gaps, causes, and opportunities to be explore, in order to develop and optimize the touristic and cultural offer in the municipality of Miranda do Douro as a tourist destination. Through the results achieved possible to identify three homogeneous groups that visit Miranda do Douro as a tourist destination: occasional visitors, curious and knowledgeable about the municipality. In this continuity, it appears that two of the thirteen hypotheses analyzed, were validated. In fact, there is a difference by age group regarding loyalty to the municipality, and there is a positive relationship between the overall assessment and loyalty. Which shows that globally the visitors were satisfied with the visit and with the intention of returning. However, it was observed that there are flaws such as: the lack of disclosure (signage, multimedia specialists, accommodation, cultural sites, etc.) but also in the use of all available resources, by the City Council and the local authorities in terms tourism. Yet, if existed communicative actions and unity among all tour operators, could attract more visitors. Through the results obtained it was possible to identify three homogeneous groups that visit Miranda do Douro
Description
Mestrado APNOR
Keywords
Cultura Turismo Ecoturismo Comunicação Marketing