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Publication
A promoção da Região Autónoma da Madeira como destino turístico: uma visão objetiva no âmbito da organização de eventos
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| 1.29 MB | Adobe PDF |
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Abstract(s)
Os eventos demonstram ser um meio de comunicação eficaz atualmente, ganhando cada
vez mais reconhecimento na área da promoção turística. De facto, existem diversas
maneiras de promover um destino, mas os eventos têm sido um alvo constante na
investigação quando abordados no contexto do turismo. Neste sentido, o presente
Relatório de Estágio foi elaborado no âmbito do Mestrado em Gestão para a obtenção do
grau de Mestre. O principal objetivo foi compreender de que forma a organização e gestão
de eventos podem impulsionar a promoção turística da Região Autónoma da Madeira
(RAM), sendo esta uma abordagem pouco discutida no contexto regional, atribuindo,
assim, originalidade ao estudo. Face ao exposto, considerou-se aplicar uma metodologia
de investigação qualitativa para este relatório. Deste modo, e com a realização do mesmo,
procurou-se oferecer primordialmente uma apresentação fundamentada de todas as
atividades e tarefas realizadas durante o estágio, bem como um enquadramento teórico
sobre o tema em estudo e uma reflexão entre a teoria e a prática. Os principais resultados
mostram que os eventos não só funcionam como meios de comunicação eficientes, mas
também são elementos fundamentais no marketing empresarial, influenciando
diretamente a escolha do destino por parte dos turistas. Identificou-se que a gestão e o
planeamento de eventos têm impacto na comunicação empresarial e no comportamento
do consumidor, conclusões que realçam a integração dos eventos numa estratégia de
marketing mais ampla, direcionada para a promoção dos destinos. Desta forma,
compreender o comportamento do consumidor é crucial para a promoção turística,
permitindo identificar com maior precisão as atividades de marketing mais adequadas
para promover um destino. As implicações práticas deste relatório indicam que a
utilização estratégica de eventos como ferramenta de marketing pode ser relevante para a
promoção da RAM, devendo ser sempre apoiada por um planeamento adequado e pela
compreensão do perfil do consumidor.
Events are proving to be an effective means of communication these days, gaining more and more recognition in the field of tourism promotion. In fact, there are several ways to promote a destination, but events have been a constant target of research when approached in the context of tourism. This Internship Report was drawn up as part of the master’s programme in Management to obtain a master’s degree. The main objective was to understand how the events organisation and management can boost the tourism promotion of the Autonomous Region of Madeira, since this approach has not received much attention in the regional context, thus giving the study its originality. In view of the above, it was decided to apply a qualitative research methodology for this report. With this report, the main aim was to provide a reasoned presentation of all the activities and tasks carried out during the internship, as well as a theoretical framework on the subject under study and a reflection between theory and practice. The main results show that events not only function as efficient means of communication, but are also fundamental elements in business marketing, directly influencing tourists' choice of destination. It was identified that event management and planning have an impact on corporate communication and consumer behaviour, conclusions that highlight the integration of events into a broader marketing strategy aimed at promoting destinations. In this way, understanding consumer behaviour is crucial for tourism promotion, making it possible to identify more precisely the most appropriate marketing activities to promote a destination. The practical implications of this report indicate that the strategic use of events as a marketing tool can be relevant to the promotion of Madeira but should always be supported by proper planning and an understanding of the consumer profile.
Events are proving to be an effective means of communication these days, gaining more and more recognition in the field of tourism promotion. In fact, there are several ways to promote a destination, but events have been a constant target of research when approached in the context of tourism. This Internship Report was drawn up as part of the master’s programme in Management to obtain a master’s degree. The main objective was to understand how the events organisation and management can boost the tourism promotion of the Autonomous Region of Madeira, since this approach has not received much attention in the regional context, thus giving the study its originality. In view of the above, it was decided to apply a qualitative research methodology for this report. With this report, the main aim was to provide a reasoned presentation of all the activities and tasks carried out during the internship, as well as a theoretical framework on the subject under study and a reflection between theory and practice. The main results show that events not only function as efficient means of communication, but are also fundamental elements in business marketing, directly influencing tourists' choice of destination. It was identified that event management and planning have an impact on corporate communication and consumer behaviour, conclusions that highlight the integration of events into a broader marketing strategy aimed at promoting destinations. In this way, understanding consumer behaviour is crucial for tourism promotion, making it possible to identify more precisely the most appropriate marketing activities to promote a destination. The practical implications of this report indicate that the strategic use of events as a marketing tool can be relevant to the promotion of Madeira but should always be supported by proper planning and an understanding of the consumer profile.
Description
Keywords
Marketing Organização e gestão de eventos Promoção turística Região Autónoma da Madeira Turismo Autonomous Region of Madeira Events Organisation and Management Tourism Tourism promotion Gestão . Faculdade de Ciências Sociais