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Abstract(s)
O setor do enoturismo em Portugal tem sido de grande importância pelo contributo que dá para a economia do país, trazendo mais turistas e levando os portugueses a conhecer novas regiões e novas quintas. Existem lacunas neste setor, essencialmente na falta de definição de estratégias de comunicação integrada e o uso adequado de todos os meios existentes de promoção de vinhos e atividades enoturísticas. Esta dissertação propõe-se compreender como as práticas empresariais e as perceções dos consumidores podem contribuir para o desenvolvimento da comunicação integrada de marketing das unidades de enoturismo da região vitivinícola de Lisboa.
O estudo é feito com base numa análise qualitativa, recorrendo a entrevistas semiestruturadas aos responsáveis de marketing e uma representante da equipa de marketing com o objetivo de identificar as estratégias e os instrumentos de Comunicação
Integrada de Marketing (CIM). Posteriormente foi realizada uma focus group para aferir a perceção dos consumidores sobre as mensagens emitidas pelas quintas da região vitivinícola de Lisboa. Por último, foi realizada análise de conteúdo aos instrumentos e mensagens comunicacionais das quintas selecionadas no âmbito da investigação.
Apesar da região de Lisboa ser tão vasta, existe uma preocupação notória das quintas em comunicar em ter presentes os valores de cada localidade e região, bem como apoiar a comunidade e preservar o ecossistema.
Embora todas as quintas analisadas integrem a mesma região vitivinícola, as 4 têm caraterísticas muito diferentes. Todas reconhecem a importância da comunicação online e fazem-no de forma regular, no entanto, existe também uma grande aposta em instrumentos de CIM offline.
The wine tourism sector in Portugal has been of great importance for the contribution it makes to the country's economy, bringing in more tourists and leading the portuguese to get to know new regions and new farms. There are gaps in this sector, essentially in the lack of definition of integrated communication strategies and the proper use of all existing means of promoting wines and wine tourism activities. This dissertation proposes to understand how business practices and consumer perceptions can contribute to the development of integrated marketing communication of wine tourism units in the Lisbon wine region. The study is based on a qualitative analysis, using semi-structured interviews to the marketing managers and a representative of the marketing team to identify the strategies and instruments of Integrated Marketing Communication (IMC). Afterwards, a focus group was carried out to assess the consumers' perception about the messages issued by the Lisbon wineries. Finally, content analysis was performed to the communicational instruments and messages of the selected farms in the scope of the research. Although the Lisbon region is so vast, there is a noticeable concern of the farms in communicating about the values of each location and region, as well as supporting the community and preserving the ecosystem. Although all the analyzed wineries belong to the same wine region, the four have very different characteristics. All of them recognize the importance of online communication and do it regularly, however, there is also a strong focus on offline IMC tools.
The wine tourism sector in Portugal has been of great importance for the contribution it makes to the country's economy, bringing in more tourists and leading the portuguese to get to know new regions and new farms. There are gaps in this sector, essentially in the lack of definition of integrated communication strategies and the proper use of all existing means of promoting wines and wine tourism activities. This dissertation proposes to understand how business practices and consumer perceptions can contribute to the development of integrated marketing communication of wine tourism units in the Lisbon wine region. The study is based on a qualitative analysis, using semi-structured interviews to the marketing managers and a representative of the marketing team to identify the strategies and instruments of Integrated Marketing Communication (IMC). Afterwards, a focus group was carried out to assess the consumers' perception about the messages issued by the Lisbon wineries. Finally, content analysis was performed to the communicational instruments and messages of the selected farms in the scope of the research. Although the Lisbon region is so vast, there is a noticeable concern of the farms in communicating about the values of each location and region, as well as supporting the community and preserving the ecosystem. Although all the analyzed wineries belong to the same wine region, the four have very different characteristics. All of them recognize the importance of online communication and do it regularly, however, there is also a strong focus on offline IMC tools.
Description
Dissertação para obtenção de grau de Mestre em Ciências da Comunicação
Keywords
enoturismo; marketing; Lisboa; marketing em enoturismo; Comunicação Integrada de Marketing; Comunicação Integrada de Marketing no enoturismo.