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O posicionamento turístico da Costa do Estoril
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Esta dissertação visou caracterizar melhor os clientes da Costa do Estoril e conhecer o seu posicionamento, contribuindo para a construção do planeamento turístico do destino.
A segmentação e o posicionamento assumem uma importância fulcral no desenvolvimento de uma estratégia de marketing de um destino turístico e dos agentes que nele actuam ou têm relação com ele, nomeadamente para a definição e implementação de estratégias eficazes de divulgação interna e externa junto dos mercados alvo e também para a construção/adaptação, ao nível dos organismos locais e regionais de turismo, de produtos e serviços consentâneos com as características do destino, e com as expectativas e as necessidades do turista. Esta segmentação pode ainda dar um contributo para a construção dos planos de marketing das empresas do sector do turismo, para as que exerçam a sua actividade de forma exclusiva, ou dada a transversalidade deste sector, para as que o fazem de modo complementar.
A segmentação é um problema claro de marketing tradicional, mas pouco explorado no âmbito do Turismo em Portugal, sendo de importância vital o seu estudo para uma aplicação de recursos eficaz, coerente e consistente, num sector estratégico para o desenvolvimento da economia nacional. Para tal é importante conhecer-se o ambiente e traçar o perfil do turista que actualmente visita a Costa do Estoril, o seu nível de receptividade e atractividade em relação à oferta existente, os canais de comunicação e distribuição utilizados para conhecimento e aquisição do produto, e a satisfação e expectativas que apresentam.
This dissertation aimed to better characterize the Costa do Estoril's customers and it's positioning, contributing to the destination tourism planning. Both market segmentation and positioning are essential to develop a marketing strategy for a tourism destination and for the agents that act on it or are relate to it, namely for the definition and implementation of effective promotional strategies to target markets but also for local and regional tourism organisations to create / adapt products and services consistent with the characteristics of the destination and with the tourists' expectations and needs. This market segmentation may also contribute to the marketing plans of tourism stakeholders that work exclusively on the sector as well as for the related sector's enterprises. Segmentation is a clear problem of traditional marketing, but little known and explored by the tourism sector in Portugal, and it's of vital importance that resources are used in an efficient, coherent and consistent way given that tourism is a strategic sector for the national economy development . Thus, it is important to know the environment and profile of tourists who currently visit the Costa do Estoril, their level of receptivity and attractiveness found in relation to the existing supply; communication and distribution channels used to get the destination information and for the product's acquisition, and their satisfaction and expectations levels towards the destination. The ultimate goal is to redefine the product and positioning of the destination, based on the mentioned analysis.
This dissertation aimed to better characterize the Costa do Estoril's customers and it's positioning, contributing to the destination tourism planning. Both market segmentation and positioning are essential to develop a marketing strategy for a tourism destination and for the agents that act on it or are relate to it, namely for the definition and implementation of effective promotional strategies to target markets but also for local and regional tourism organisations to create / adapt products and services consistent with the characteristics of the destination and with the tourists' expectations and needs. This market segmentation may also contribute to the marketing plans of tourism stakeholders that work exclusively on the sector as well as for the related sector's enterprises. Segmentation is a clear problem of traditional marketing, but little known and explored by the tourism sector in Portugal, and it's of vital importance that resources are used in an efficient, coherent and consistent way given that tourism is a strategic sector for the national economy development . Thus, it is important to know the environment and profile of tourists who currently visit the Costa do Estoril, their level of receptivity and attractiveness found in relation to the existing supply; communication and distribution channels used to get the destination information and for the product's acquisition, and their satisfaction and expectations levels towards the destination. The ultimate goal is to redefine the product and positioning of the destination, based on the mentioned analysis.
Descrição
Mestrado em Marketing
Palavras-chave
Segmentação Posicionamento Destinos Turísticos Turismo Segmentation Positioning Tourism Destinations Tourism
Contexto Educativo
Citação
Gomes, Carla Cristina Mendes (2012). "O posicionamento turístico da Costa do Estoril". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão