Publication
Astroturismo: proposta de um roteiro para observar as estrelas e outros corpos celestes
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.48 MB | Adobe PDF |
Authors
Abstract(s)
A crescente procura de novos destinos, experiências e culturas diferentes, bem
como a necessidade de contacto com o património natural e cultural e a vontade de
vivenciar momentos únicos e inovadores são as principais caraterísticas do turismo nos
dias de hoje. Vinculado ao turismo de natureza, ao turismo de experiência e ao turismo
científico, o astroturismo aparece como uma prática recente de turismo em destinos de
céus com pouca contaminação luminosa. Esta modalidade combina recreação, ócio e
conhecimento astronómico com a consciência da importância do resguardo do céu
noturno, atraindo turistas que valorizam a natureza nos lugares que visitam. Como
consequência do crescimento acelerado da contaminação luminosa, verifica-se um
aumento da procura de espaços com céus de alta qualidade para a contemplação do
cosmos tanto por profissionais e astrónomos amadores como por amantes da astronomia
e da natureza.
Este projeto pretende conceber um modelo de negócios baseado na metodologia
Canvas e analisar a viabilidade financeira do desenvolvimento de uma oferta de produtos
e serviços astroturísticos, alinhado com os pilares estratégicos definidos na Estratégia do
Setor do Turismo da Região Autónoma da Madeira do período 2022–2027.
Prevê a conceptualização de uma proposta turística, que inclua a observação da
Via Láctea, o contacto com natureza e a divulgação da relação que existe entre a
astronomia e a nossa história como povo navegante, como uma forma de dar resposta à
necessidade de diversificar e reforçar a competitividade da Ilha da Madeira como destino
insular, atraindo novos nichos de mercado e fidelizando os turistas atuais.
Foi seguida a estrutura habitual de um modelo e plano de negócio, com a análise
de mercado, análise setorial, definição das componentes do modelo de negócios Canvas
e do mix de marketing, apoiando uma proposta de valor diferenciada e personalizada para
atender o mercado. Por fim, efetuou-se a análise financeira que permite concluir a
viabilidade e interesse de um empreendimento desta natureza, considerando-se pertinente
a sua implementação.
The growing demand for new destinations, experiences and different cultures, as well as the need for contact with natural and cultural heritage and the desire to experience unique and innovative moments are the main characteristics of tourism today. Linked to nature tourism, experiential tourism and scientific tourism, astrotourism appears to be a recent tourism practice in destinations with skies with little light pollution. It combines recreation, leisure and astronomical knowledge with an awareness of the importance of protecting the night sky, attracting tourists who value nature in the places they visit. As a result of the accelerated growth in light pollution, there has been an increase in demand for spaces with high-quality skies for contemplating the cosmos, both by professionals and amateur astronomers, as well as by astronomy and nature lovers. This project aims to design a business model based on the Canvas methodology and analyse the financial viability of developing a range of astro-tourism products and services, in line with the strategic pillars defined in the 2022-2027 Tourism Sector Strategy for the Autonomous Region of Madeira. It envisages the conceptualisation of a tourism proposal that includes observation of the Milky Way, contact with nature and the dissemination of the relationship between astronomy and our history as a navigating people, as a way of responding to the need to diversify and strengthen Madeira Island's competitiveness as an island destination, attracting new market niches and retaining the loyalty of current tourists. The usual structure of a business model and plan was followed, with market analysis, sector analysis, definition of the components of the Canvas business model and the marketing mix, supporting a differentiated and personalized value proposition to serve the market. Finally, a financial analysis was carried out, which led to the conclusion that a venture of this nature is viable and worthwhile, and that it should be implemented.
The growing demand for new destinations, experiences and different cultures, as well as the need for contact with natural and cultural heritage and the desire to experience unique and innovative moments are the main characteristics of tourism today. Linked to nature tourism, experiential tourism and scientific tourism, astrotourism appears to be a recent tourism practice in destinations with skies with little light pollution. It combines recreation, leisure and astronomical knowledge with an awareness of the importance of protecting the night sky, attracting tourists who value nature in the places they visit. As a result of the accelerated growth in light pollution, there has been an increase in demand for spaces with high-quality skies for contemplating the cosmos, both by professionals and amateur astronomers, as well as by astronomy and nature lovers. This project aims to design a business model based on the Canvas methodology and analyse the financial viability of developing a range of astro-tourism products and services, in line with the strategic pillars defined in the 2022-2027 Tourism Sector Strategy for the Autonomous Region of Madeira. It envisages the conceptualisation of a tourism proposal that includes observation of the Milky Way, contact with nature and the dissemination of the relationship between astronomy and our history as a navigating people, as a way of responding to the need to diversify and strengthen Madeira Island's competitiveness as an island destination, attracting new market niches and retaining the loyalty of current tourists. The usual structure of a business model and plan was followed, with market analysis, sector analysis, definition of the components of the Canvas business model and the marketing mix, supporting a differentiated and personalized value proposition to serve the market. Finally, a financial analysis was carried out, which led to the conclusion that a venture of this nature is viable and worthwhile, and that it should be implemented.
Description
Keywords
Turismo Competitividade Céu noturno Astroturismo Ilha da Madeira Madeira (Portugal) Tourism Competitiveness Night sky Astrotourism Madeira Island Gestão Cultural . Faculdade de Artes e Humanidades