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O segmento dos casamentos LGBT na hospitalidade da Madeira
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Orientador(es)
Resumo(s)
Perante a crescente concorrência no setor do turismo, os destinos procuram inovar e
diversificar a sua oferta, apostando na customização dos serviços e em novos segmentos, o
que permite promover uma maior sustentabilidade do setor, e valorizar a experiência
turística dos visitantes e a imagem de marca do destino. O segmento do turismo LGBT, que
inclui o de casamentos, é hoje reconhecido como muito relevante para vários destinos. Por
sua vez, Portugal apresenta vantagens competitivas na oferta destes eventos, na medida em
que é um dos poucos países da Europa a aceitar o casamento de não-nacionais,
reconhecendo-os no seu enquadramento legal, e ainda permitir, desde 2010, o casamento
civil entre pessoas do mesmo sexo. Este estudo tem como objetivos contribuir para a
compreensão da relevância do segmento dos casamentos LGBT e analisar o seu potencial
desenvolvimento no destino Madeira e respetiva hotelaria. A escolha do destino deve-se ao
facto de a Madeira possuir uma vasta e desenvolvida oferta hoteleira, ser reconhecido o
interesse em apostar em novos segmentos turísticos e, no que se refere ao turismo LGBT a
região apresentar boas condições tanto a nível legal como de acolhimento. A investigação
recorreu a uma abordagem qualitativa, com a aplicação de entrevistas a três grupos de
stakeholders, compostos por especialistas do mercado LGBT e elementos associados à oferta
deste segmento e com relevante know-how na área do turismo da Ilha da Madeira. Os
resultados demonstram que a dinamização do produto casamentos LGBT permite potenciar
rendimentos e criar mais e novas receitas no setor de eventos da hotelaria, contribuir para
atenuar a sazonalidade, impulsionar a divulgação do destino e ainda promovê-lo como
inclusivo, transmitindo uma mensagem positiva a todos os segmentos.
The purpose of this study is to contribute for the understanding of the LGBT wedding segment importance and to analyse its potential development as a strategic product for the Madeira Island destination and its hospitality sector. The LGBT tourism segment, which includes weddings, is today recognized as highly relevant for several destinations. Portugal offers competitive advantages on these events, as it is one of the few European countries to accept the marriage of non-nationals, recognizing them in their legal framework, as well as allowing civil marriage between people of the same sex. Madeira Island possesses a vast and developed hotel offer, its renowned interest in investing in new segments and, in what concerns LGBT tourism, the fact that the region displays very good conditions both on a legal as well as reception levels. The research used a qualitative approach, applying interviews to three groups of stakeholders composed by LGBT market specialists and elements associated with this segment offer, together with persons with a relevant know-how about the Madeira Island’s tourism sector. The results show that to promoting the LGBT weddings product allows to increase revenues and create diversified income in the hospitality events sector, contributes to reducing the impact of seasonality, boosts the destination’s awareness and fosters it as inclusive, transmitting a positive message to all segments.
The purpose of this study is to contribute for the understanding of the LGBT wedding segment importance and to analyse its potential development as a strategic product for the Madeira Island destination and its hospitality sector. The LGBT tourism segment, which includes weddings, is today recognized as highly relevant for several destinations. Portugal offers competitive advantages on these events, as it is one of the few European countries to accept the marriage of non-nationals, recognizing them in their legal framework, as well as allowing civil marriage between people of the same sex. Madeira Island possesses a vast and developed hotel offer, its renowned interest in investing in new segments and, in what concerns LGBT tourism, the fact that the region displays very good conditions both on a legal as well as reception levels. The research used a qualitative approach, applying interviews to three groups of stakeholders composed by LGBT market specialists and elements associated with this segment offer, together with persons with a relevant know-how about the Madeira Island’s tourism sector. The results show that to promoting the LGBT weddings product allows to increase revenues and create diversified income in the hospitality events sector, contributes to reducing the impact of seasonality, boosts the destination’s awareness and fosters it as inclusive, transmitting a positive message to all segments.
Descrição
Palavras-chave
Casamentos do mesmo sexo Hotelaria Destino de casamentos Eventos Ilha da Madeira Turismo LGBT
Contexto Educativo
Citação
Oliveira, C., Silva, F., & Sarroeira, D. (2022). O segmento dos casamentos LGBT na hospitalidade da Madeira. In: Artigos do XIII International Tourism Congress: reinventing Tourism For Upcoming Challenges (pp. 9-24). Centre for Tourism Research, Development and Innovation (CiTUR). ISBN: 978-989-9066-08-3.
Editora
Centre for Tourism Research, Development and Innovation (CiTUR)