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Authors
Abstract(s)
Com a expansão do turismo, a forma de promover o mesmo foi-se diversificando. Os destinos
turísticos tiveram que se reinventar e adaptar no que diz respeito à promoção turística e, em
muitos casos, quase abdicar, na totalidade, dos métodos convencionais em permuta de novas
formas e meios de promoção.
A teoria da divulgação dos destinos turísticos através da distribuição de panfletos e flyers,
vigorou, durante muito tempo, e sustentou muitos destinos turísticos que não condiziam com o
inicialmente apresentado ao turista. Nos últimos anos, esse resultado foi perdendo expressão
com o aparecimento de um turista mais preocupado em se informar sobre o seu destino turístico.
A necessidade do turista em procurar cada vez mais informação detalhada sobre o destino
turístico, aumenta a pesquisa do destino, por fontes diversas e com maior veracidade, o que
acaba por alavancar a importância crescente dos filmes promocionais, onde o turista procura
conhecer, antecipadamente, o destino turístico, aferindo posteriormente se condiz ou não com
as expectativas.
O objetivo do presente projeto consistiu na elaboração de plano de ação de um filme de
marketing para a promoção do turismo na Ilha de São Nicolau em Cabo Verde, com o intuito de,
através de uma das novas formas encontradas de inovação em relação os métodos
convencionais, estabelecer com o público-alvo uma relação de maior eficácia e abrangência.
Debruçando-se sobre a ilha de São Nicolau em Cabo Verde, neste documento foi apresentado
um plano de ação de filme de marketing para a indução do turismo nesta ilha. Com o foco no
turismo de sol e mar, os outros tipos de turismo passaram para um segundo plano a nível
nacional, onde, na ilha de São Nicolau, apenas recentemente se constatou algum empenho em
promover os outros tipos de turismo, nomeadamente o cultural, o histórico e o ecológico.
No arquipélago de Cabo Verde, São Nicolau é reconhecida como sendo o berço da
intelectualidade cabo-verdiana, mas também como sendo uma ilha com raízes históricas e
culturais bem aprofundadas. Baseado no reconhecimento nacional e optando por uma promoção
distinta das demais, o vídeo promocional deu ênfase às três tipologias acima citadas, deixando
um pouco de lado o tão gasto sol e mar. No que diz respeito à teoria, o trabalho foi dividido em
três fases. A primeira foi direcionada à revisão bibliográfica, que englobou as revisões tanto do
turismo como do audiovisual. A segunda fase do trabalho foi dedicada ao destino Cabo Verde,
iniciando-se com um ponto de situação a nível geral e afunilando até à inventariação dos recursos
da ilha de São Nicolau. A última fase explanou a metodologia utilizada na elaboração do vídeo,
desde a pré-produção até ao produto final.
With the expansion of tourism, how to promote the same it was diversified. Tourist destinations had to reinvent itself and adapt with regard to tourism promotion and, in many cases, almost giving up, in full, of the conventional methods in exchange of new forms and means of promotion. The theory of diffusion of tourist destinations through the distribution of pamphlets and flyers, ran for a long time, and maintained many tourist destinations that don't fit with the initially presented to tourists. In recent years, this result was missing expression with the appearance of a tourist care more about inform about your tourist destination. The tourist's need to look for more and more detailed information about the tourist destination, increases the target search, by various sources and with greater accuracy, which ultimately leverage the growing importance of the promotional films, where the tourist demand to know, in advance, the tourist destination, checking later if it matches or not with expectations. The goal of this dissertation consisted in the preparation of a plan of action movie marketing to the promotion of tourism on the island of São Nicolau in Cape Verde, to, through one of the new ways found of innovation regarding the methods conventional, with the audience a greater effectiveness and comprehensiveness. Focusing on the island of São Nicolau in Cape Verde, this document was presented an action plan marketing film for induction of tourism on this island. With the focus on tourism of Sun and sea, the other types of tourism to a second plan at the national level, where, on the island of São Nicolau, only recently found a commitment to promote other types of tourism, including cultural, history and ecological. In the archipelago of Cape Verde, Saint Nicholas is recognized as the birthplace of Cape Verdean intelligentsia, but also as being an island with historic and cultural roots well detailed. Based on the national recognition and opting for a separate promotion from the other, the promotional video gave emphasis to the three aforementioned typologies, leaving a little of the side so spent Sun and sea. With regard to the theory, the work was divided into three phases. The first was directed to review, which encompassed the revisions of both the tourism and the audiovisual sector. The second phase of the work was devoted to the destination Cape Verde, beginning with a general level status and tapering to the inventory of the resources of the island of São Nicolau. The last phase explained the methodology used in the preparation of the video, from pre-production to the final product.
With the expansion of tourism, how to promote the same it was diversified. Tourist destinations had to reinvent itself and adapt with regard to tourism promotion and, in many cases, almost giving up, in full, of the conventional methods in exchange of new forms and means of promotion. The theory of diffusion of tourist destinations through the distribution of pamphlets and flyers, ran for a long time, and maintained many tourist destinations that don't fit with the initially presented to tourists. In recent years, this result was missing expression with the appearance of a tourist care more about inform about your tourist destination. The tourist's need to look for more and more detailed information about the tourist destination, increases the target search, by various sources and with greater accuracy, which ultimately leverage the growing importance of the promotional films, where the tourist demand to know, in advance, the tourist destination, checking later if it matches or not with expectations. The goal of this dissertation consisted in the preparation of a plan of action movie marketing to the promotion of tourism on the island of São Nicolau in Cape Verde, to, through one of the new ways found of innovation regarding the methods conventional, with the audience a greater effectiveness and comprehensiveness. Focusing on the island of São Nicolau in Cape Verde, this document was presented an action plan marketing film for induction of tourism on this island. With the focus on tourism of Sun and sea, the other types of tourism to a second plan at the national level, where, on the island of São Nicolau, only recently found a commitment to promote other types of tourism, including cultural, history and ecological. In the archipelago of Cape Verde, Saint Nicholas is recognized as the birthplace of Cape Verdean intelligentsia, but also as being an island with historic and cultural roots well detailed. Based on the national recognition and opting for a separate promotion from the other, the promotional video gave emphasis to the three aforementioned typologies, leaving a little of the side so spent Sun and sea. With regard to the theory, the work was divided into three phases. The first was directed to review, which encompassed the revisions of both the tourism and the audiovisual sector. The second phase of the work was devoted to the destination Cape Verde, beginning with a general level status and tapering to the inventory of the resources of the island of São Nicolau. The last phase explained the methodology used in the preparation of the video, from pre-production to the final product.
Description
Keywords
Imagem de destino turístico Destino turístico Turismo induzido por filme Recursos turísticos Promoção