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As estratégias de comunicação da marca Madeira e a evolução do perfil do turista
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| 2.58 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O Turismo é a principal atividade impulsionadora da economia da Região Autónoma
da Madeira (RAM), um pilar das fontes de receitas e criação de emprego da RAM (17%) e
responsável por 29% do PIB na região, de acordo com dados estatísticos do governo regional
e INE em setembro de 2023. Este setor, tem notoriamente grande importância no mercado
de emprego e nas exportações.
Neste sentido pretende-se estudar a problemática de investigação “Existe relação
entre as estratégias de comunicação da Marca Madeira e a evolução do perfil do turista?”
ao nível exploratório, bibliográfico, descritivo e explicativo. Para tal, importa explorar o
perfil do turista que visita a Madeira, a forma de comunicação da Marca Madeira e as
perceções e conhecimentos dos visitantes sobre o destino turístico e respetivos produtos
associados à região.
A região seguindo o documento estratégico para o turismo da Madeira, optou por
apostar em produtos emergentes, tais como atividades de natureza, gastronomia e vinho,
turismo cultural, turismo em áreas rurais e naturais, entre outros. Isto porque objetiva
satisfazer as motivações de visita dos turistas, por exemplo: a Paisagem, a Natureza e o
Pedestrianismo pelas veredas e levadas.
Neste estudo apresenta-se o perfil do turista que visita a Madeira e as alterações que
tem sofrido, analisou-se a importância dos vários vetores de comunicação na venda do
destino e a sua relação próxima com o mercado e os vários produtos da marca Madeira na
perspetiva do consumidor final. Assim, relacionam-se os resultados deste estudo com a
presente estratégia para o Turismo da Madeira, desenvolvida pela Secretaria Regional do
Turismo e Cultura. O trabalho que tem vindo a ser desenvolvido nesta área revela-se
assertivo e carece de continuidade e reforço, sobretudo atendendo aos efeitos positivos que
tem vindo a gerar na nova comunicação do destino. Hodiernamente reconhecida como mais
ágil, dinâmica, interativa e atrativa.
Tourism is the main activity driving the economy of the Autonomous Region of Madeira (RAM), a pillar of RAM's sources of revenue and job creation (17%) and responsible for 29% of the region's GDP, according to statistics from the regional government and INE in September 2023. This sector is notoriously important in the labour market and in exports. With this in mind, we intend to study the research problem "What is the relationship between the Madeira Brand's communication strategies and the evolution of the tourist profile?" at an exploratory, bibliographical, descriptive and explanatory level. To this end, it is important to explore the profile of tourists visiting Madeira, how the Madeira Brand is communicated and visitors' perceptions and knowledge of the tourist destination and the products associated with the region. In line with Madeira's tourism strategy document, the region has chosen to focus on emerging products such as nature activities, gastronomy and wine, cultural tourism, tourism in rural and natural areas, among others. This is because it aims to satisfy tourists' motivations for visiting, for example: Landscape, Nature and Hiking along footpaths and levadas. This study presents the profile of tourists visiting Madeira and the changes it has undergone, analyses the importance of the various communication vectors in selling the destination and its close relationship with the market and the various Madeira brand products from the perspective of the end consumer. The results of this study are thus related to the current strategy for Madeira Tourism, developed by the Regional Secretariat for the Tourism and Culture. The work that has been carried out in this area proves to be assertive and needs to be continued and strengthened, especially given the positive effects it has been generating in the new communication of the destination. It is now recognised as more agile, dynamic, interactive and attractive.
Tourism is the main activity driving the economy of the Autonomous Region of Madeira (RAM), a pillar of RAM's sources of revenue and job creation (17%) and responsible for 29% of the region's GDP, according to statistics from the regional government and INE in September 2023. This sector is notoriously important in the labour market and in exports. With this in mind, we intend to study the research problem "What is the relationship between the Madeira Brand's communication strategies and the evolution of the tourist profile?" at an exploratory, bibliographical, descriptive and explanatory level. To this end, it is important to explore the profile of tourists visiting Madeira, how the Madeira Brand is communicated and visitors' perceptions and knowledge of the tourist destination and the products associated with the region. In line with Madeira's tourism strategy document, the region has chosen to focus on emerging products such as nature activities, gastronomy and wine, cultural tourism, tourism in rural and natural areas, among others. This is because it aims to satisfy tourists' motivations for visiting, for example: Landscape, Nature and Hiking along footpaths and levadas. This study presents the profile of tourists visiting Madeira and the changes it has undergone, analyses the importance of the various communication vectors in selling the destination and its close relationship with the market and the various Madeira brand products from the perspective of the end consumer. The results of this study are thus related to the current strategy for Madeira Tourism, developed by the Regional Secretariat for the Tourism and Culture. The work that has been carried out in this area proves to be assertive and needs to be continued and strengthened, especially given the positive effects it has been generating in the new communication of the destination. It is now recognised as more agile, dynamic, interactive and attractive.
Description
Keywords
Marca Estratégia Turismo Destino turístico Madeira (Portugal) Brand Strategy Tourism Tourist destination Gestão Hoteleira . Escola Superior de Tecnologias e Gestão