A carregar...
Publicação
Green eye
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 16.15 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Atualmente, metade da população mundial (55%) habita em centros urbanos, em 2050 estima-se que aumente para dois terços (68%). Estes espaços ocupam apenas 3% da superfície do planeta, mas consomem 75% dos recursos naturais. Em 2016 entrou em vigor a resolução da Organização das Nações Unidas (onu) intitulada “Transforming our world: the 2030 Agenda for Sustainable Development”, como base para um plano de ação para as pessoas e o planeta prosperarem. A mais recente Conferência das Nações Unidas sobre Mudanças Climáticas (cop 21) explorou soluções para enfrentar as consequências do aquecimento global e traçou objetivos globais de redução de gases de efeito estufa.
O turismo, uma atividade em crescimento, é parte deste problema global. Gera riqueza e poluição tendo impacto em fenómenos que ameaçam o futuro do planeta: as alterações climáticas, o consumo excessivo, o desperdício de plástico, a perda de biodiversidade, a sobrecarga das cidades, o uso de combustíveis fósseis, o consumo energético. Daí a importância cada vez maior de um turismo sustentável.
O presente projeto de investigação pretende, através do design, contribuir para a criação e promoção de um novo negócio, nesta área com forte potencial de crescimento – o turismo. Materializa-se através da participação numa ideia de negócio, apoiando o seu desenvolvimento desde o início, assumindo a dimensão estratégica que o design pode ter, não só na construção da comunicação mas também no desenvolvimento e concretização da própria ideia e do seu financiamento.
Esta investigação surgiu da identificação de uma oportunidade de negócio, numa área que tem apresentado um interesse crescente por parte do público. Estudou-se o mercado e o contexto onde este negócio se pode desenvolver e ainda o interesse das visitas aos espaços verdes pois eles corporizam a estratégia ambiental das cidades modernas e contam grande parte da sua história. Sem árvores as cidades seriam muito diferentes.
Partindo de uma metodologia de base qualitativa, efetuou-se uma investigação de carácter teórico, através da revisão da literatura dos campos investigativos: Turismo e Design de Comunicação. Assim, desenvolveu-se um enquadramento teórico capaz de impulsionar e direcionar a componente projetual. Numa segunda fase, procedeu-se à análise de casos de estudo, compreendendo o modo como negócios internacionais, que exploram o mesmo nicho, se apresentam e divulgam a sua oferta. De seguida, foram analisados fatores relacionados com a implementação do projeto: análise swot, caracterização do público-alvo, identificação de potenciais concorrentes.
Esta investigação, resulta na materialização de um projeto singular que pretende atuar num nicho de mercado, explorando e valorizando jardins e espaços verdes urbanos. Propondo dar a conhecer a história e a vida das cidades, através dos seus jardins, quer tenham centenas de anos ou menos de uma década. Despertando o interesse para o ‘verde’ – Green Eye.
ABSTRACT: Today, half of the world’s population (55%) live in urban centers, it is estimated to increase to two-thirds (68%) by 2050. Although they consume 75% of natural resources, these areas occupy only 3% of the earth’s surface. In 2016, United Nations Organization’s resolution called “Transforming our world: the 2030 Agenda for Sustainable Development” came into force as a foundation for a plan of action so that the planet and man could prosper. United Nations’ most recent conference about climate changes (cop 21) explored solutions to deal with global warming consequences and set worldwide goals in order to reduce greenhouse gases. Tourism is part of this problem . A growing activity which generates wealth and pollution. Tourism has positive aspects, however, it also has an impact on phenomena that threaten the future of the planet: climate change, excessive consumption, plastic waste, loss of biodiversity, the overburden of cities, use of fossil fuels, energy consumption, discharges. That is why having sustainable tourism is increasingly important. Resorting to design, this research project intends to contribute to the creation and promotion of a new business, in an area with strong growth potential – tourism . It is materialized through participation in a business idea, supporting its development from the beginning. Assuming the strategic dimension that design can have, not only in the construction of communication but also in the development and implementation of the idea itself and its financing. This research emerged from the identification of a business opportunity, in an area that has shown a growing interest by the public. The market and the context, where this business can be developed, were studied. The interest of the visits to the green spaces was also studied because they embody the environmental strategy of modern cities and they tell much of their history (and of their own stories). From a qualitative methodology, a theoretical investigation was carried out, through the literature review of the research fields: Tourism and Communication Design. Thus, a theoretical framework capable of boosting and directing the project component has been developed. In a second phase, case studies were analyzed, including the way in which international businesses, which explore the same niche, present themselves and disseminate their offer. Next, we analyzed factors related to project implementation: swot analysis, characterization of target audience and identification of potential competitors. As a result of this research, we have accomplish a singular project that intends to operate in a market niche, exploring and valuing gardens and green spaces in the city. Proposing to introduce the history and life of cities, through their gardens, whether they have hundreds of years or less than a decade. Awakening interest for the ‘green’ — Green Eye.
ABSTRACT: Today, half of the world’s population (55%) live in urban centers, it is estimated to increase to two-thirds (68%) by 2050. Although they consume 75% of natural resources, these areas occupy only 3% of the earth’s surface. In 2016, United Nations Organization’s resolution called “Transforming our world: the 2030 Agenda for Sustainable Development” came into force as a foundation for a plan of action so that the planet and man could prosper. United Nations’ most recent conference about climate changes (cop 21) explored solutions to deal with global warming consequences and set worldwide goals in order to reduce greenhouse gases. Tourism is part of this problem . A growing activity which generates wealth and pollution. Tourism has positive aspects, however, it also has an impact on phenomena that threaten the future of the planet: climate change, excessive consumption, plastic waste, loss of biodiversity, the overburden of cities, use of fossil fuels, energy consumption, discharges. That is why having sustainable tourism is increasingly important. Resorting to design, this research project intends to contribute to the creation and promotion of a new business, in an area with strong growth potential – tourism . It is materialized through participation in a business idea, supporting its development from the beginning. Assuming the strategic dimension that design can have, not only in the construction of communication but also in the development and implementation of the idea itself and its financing. This research emerged from the identification of a business opportunity, in an area that has shown a growing interest by the public. The market and the context, where this business can be developed, were studied. The interest of the visits to the green spaces was also studied because they embody the environmental strategy of modern cities and they tell much of their history (and of their own stories). From a qualitative methodology, a theoretical investigation was carried out, through the literature review of the research fields: Tourism and Communication Design. Thus, a theoretical framework capable of boosting and directing the project component has been developed. In a second phase, case studies were analyzed, including the way in which international businesses, which explore the same niche, present themselves and disseminate their offer. Next, we analyzed factors related to project implementation: swot analysis, characterization of target audience and identification of potential competitors. As a result of this research, we have accomplish a singular project that intends to operate in a market niche, exploring and valuing gardens and green spaces in the city. Proposing to introduce the history and life of cities, through their gardens, whether they have hundreds of years or less than a decade. Awakening interest for the ‘green’ — Green Eye.
Descrição
Dissertação de Mestrado em Design, com a especialização em Comunicação apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.
Palavras-chave
Turismo Espaços verdes urbanos Design de comunicação Marca Estratégia de comunicação Tourism Urban green spaces Communication design Brand Communication strategy
Contexto Educativo
Citação
SARRAIPA, Rita Poças - Green eye : o design como motor de um projeto empresarial para o turismo nos espaços verdes das cidades.- Lisboa: FA, 2019. Dissertação de Mestrado. [ A autora não autoriza a divulgação do texto integral]
Editora
Universidade de Lisboa, Faculdade de Arquitetura