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O papel dos eventos desportivos internacionais na promoção da imagem e turismo de Portugal : o caso da la vuelta 2024
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A realização de eventos desportivos internacionais tem vindo a afirmar-se como ferramenta estratégica na promoção da imagem dos destinos turísticos, contribuindo para a sua notoriedade internacional e potencial aumento do turismo. No entanto, existe uma lacuna no conhecimento sobre o papel dos eventos de grande dimensão em contextos europeus, como Portugal, e por isso é relevante analisar como a passagem da La Vuelta 2024 por território português foi estrategicamente planeada para potenciar a imagem do país e incentivar o turismo. Para a realização deste estudo foi utlizada uma filosofia interpretativista, com uma abordagem dedutiva, horizonte temporal cross-sectional e com uma amostra não probabilística e intencional. Foram realizadas 6 entrevistas a stakeholders, cuja análise foi efetuada com recurso ao software MAXQDA. Os resultados obtidos indicam que realização da La Vuelta 2024 em Portugal foi percecionada pelos stakeholders como uma oportunidade estratégica para promover a imagem do país e estimular o turismo, com especial foco nas regiões do interior. Embora tenham sido identificadas limitações na articulação entre entidades e na ausência de ações de follow-up, o evento foi globalmente visto como eficaz na valorização do destino. O estudo oferece contributos teóricos ao aprofundar a relação entre megaeventos, co-branding e imagem de destino, e evidencia os riscos de diluição identitária em contextos de co-organização. A nível prático, destaca-se a importância do planeamento integrado, da gestão mediática, das ações de follow-up e da recolha de dados estratégicos para maximizar o impacto turístico de futuros eventos.
The hosting of international sporting events has increasingly been affirmed as a strategic tool for promoting the image of tourist destinations, contributing to their international visibility and the potential growth of tourism. However, there is a gap in the literature regarding the role of large-scale events in European contexts such as Portugal. Therefore, it is relevant to analyze how the 2024 edition of La Vuelta passing through Portuguese territory was strategically planned to enhance the country’s image and encourage tourism. This study adopted an interpretive philosophy, with a deductive approach, cross-sectional time horizon, and a non-probabilistic, purposive sample. Six interviews were conducted with stakeholders, and the data analysis was carried out using MAXQDA software. The results indicate that the hosting of La Vuelta 2024 in Portugal was perceived by stakeholders as a strategic opportunity to promote the country’s image and stimulate tourism, with particular focus on inland regions. Although limitations were identified in the coordination between entities and in the absence of follow-up actions, the event was generally seen as effective in enhancing the destination’s value. The study offers theoretical contributions by deepening the understanding of the relationship between megaevents, co-branding, and destination image, and by highlighting the risks of identity dilution in co-organization contexts. From a practical perspective, it underscores the importance of integrated planning, media management, follow-up actions, and strategic data collection to maximize the tourism impact of future events.
The hosting of international sporting events has increasingly been affirmed as a strategic tool for promoting the image of tourist destinations, contributing to their international visibility and the potential growth of tourism. However, there is a gap in the literature regarding the role of large-scale events in European contexts such as Portugal. Therefore, it is relevant to analyze how the 2024 edition of La Vuelta passing through Portuguese territory was strategically planned to enhance the country’s image and encourage tourism. This study adopted an interpretive philosophy, with a deductive approach, cross-sectional time horizon, and a non-probabilistic, purposive sample. Six interviews were conducted with stakeholders, and the data analysis was carried out using MAXQDA software. The results indicate that the hosting of La Vuelta 2024 in Portugal was perceived by stakeholders as a strategic opportunity to promote the country’s image and stimulate tourism, with particular focus on inland regions. Although limitations were identified in the coordination between entities and in the absence of follow-up actions, the event was generally seen as effective in enhancing the destination’s value. The study offers theoretical contributions by deepening the understanding of the relationship between megaevents, co-branding, and destination image, and by highlighting the risks of identity dilution in co-organization contexts. From a practical perspective, it underscores the importance of integrated planning, media management, follow-up actions, and strategic data collection to maximize the tourism impact of future events.
Descrição
Trabalho Final de Mestrado, Marketing, ISEG, 2025
Palavras-chave
Megaeventos Imagem do destino Intenção de visitar ou revisitar Co-branding Experiência