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A imagem e o posicionamento de destinos de enoturismo : relação com a oferta de turismo em espaço rural
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Orientador(es)
Resumo(s)
A presente investigate) "A Imagem e o Posicionamento de destines de Enoturismo: relate
com a oferta de Turismo em Espapo Rural" teve come objective o estudo da
complementaridade existente entre o mercado de enoturismo e a oferta de turismo em
espaço rural. Essa relato permitiu explicar que o fenomeno do enoturismo, do turismo em
espa9o rural e o desenvolvimento do mercado vitivimcola podem, em conjunto, potenciar o
desenvolvimento regional, ajudar a melhorar a imagem e o posicionamento de uma
determinada regiao ou destino turistico.
O modelo de investigato escolhido para realizato deste trabalho analisou os constructos
relacionados com a imagem e o posicionamento de destinos turisticos, a presen9a de
atributos da marca e o envolvimento na experiencia de turismo, num contexto de
investiga9ao de enoturismo, turismo em espa90 rural, regioes e mercados vitivim'colas.
Neste estudo de indole qualitativa foram recolhidas as opinioes de vinte e tres gestores de
unidades de enoturismo e turismo em espa90 rural em Portugal acerca dos constructos
objecto de investiga9ao. Foram analisados e caracterizados os sectores de actividade
relacionados com o vinho e o turismo, e foram evidenciadas diversas recomenda96es ao
nivel da gestao.
Finalmente, foi possivel concluir neste estudo que a imagem e o posicionamento dos
destinos turisticos sao influenciados pela existencia de atributos da marca e pelo
envolvimento na experiencia de turismo. Foram ainda destacados os principais elementos
diferenciadores da oferta turistica presentes nas vinte e tres unidades objecto de estudo.
The main purpose of the present investigation entitled "Image and positioning of wine tourism destinations: relation with rural tourism supply" is to study the existent complementarity between wine tourism market and rural tourism supply. This association allows explaining that wine tourism phenomenon, rural tourism and wine market development can together contribute to regional progress and help improve both destination image and positioning of a region or a tourism destination. The research framework chosen to accomplish this master thesis has analyzed the constructs associated with the image and positioning of tourism destinations, the presence of brand equity attributes and the involvement in a tourism experience, within a research context of wine tourism, rural tourism, country regions and wine markets. In this qualitative research, twenty three wine and rural tourism destinations have been visited, and the managers/owners of those facilities have been interviewed regarding their experience and knowledge about the business and the constructs, which are object of this investigation. The tourism segment, the wine activities and markets have been analyzed and characterized; several management implications and recommendations have been discussed and highlighted. Lastly, the key findings of this study revealed that image and positioning of tourism destinations are positively influenced by the existence of brand equity attributes and involvement in a wine tourism experience. The main characteristics that differentiate the tourist supply have been studied, identified and described based on both research and interviews to the managers/owners of the touristic destinations visited.
The main purpose of the present investigation entitled "Image and positioning of wine tourism destinations: relation with rural tourism supply" is to study the existent complementarity between wine tourism market and rural tourism supply. This association allows explaining that wine tourism phenomenon, rural tourism and wine market development can together contribute to regional progress and help improve both destination image and positioning of a region or a tourism destination. The research framework chosen to accomplish this master thesis has analyzed the constructs associated with the image and positioning of tourism destinations, the presence of brand equity attributes and the involvement in a tourism experience, within a research context of wine tourism, rural tourism, country regions and wine markets. In this qualitative research, twenty three wine and rural tourism destinations have been visited, and the managers/owners of those facilities have been interviewed regarding their experience and knowledge about the business and the constructs, which are object of this investigation. The tourism segment, the wine activities and markets have been analyzed and characterized; several management implications and recommendations have been discussed and highlighted. Lastly, the key findings of this study revealed that image and positioning of tourism destinations are positively influenced by the existence of brand equity attributes and involvement in a wine tourism experience. The main characteristics that differentiate the tourist supply have been studied, identified and described based on both research and interviews to the managers/owners of the touristic destinations visited.
Descrição
Mestrado em Marketing
Palavras-chave
Enoturismo Turismo Rural Imagem Posicionamento Atributos da Marca Envolvimento wine tourism rural tourism destination image positioning brand equity involvement
Contexto Educativo
Citação
Filho, Tiago Filipe Garrido Pessoa (2009). “A imagem e o posicionamento de destinos de enoturismo : relação com a oferta de turismo em espaço rural”. Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão