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O upgrade da imagem do destino com base em eventos - o caso da Região Autónoma da Madeira
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Advisor(s)
Abstract(s)
A organização de eventos constitui uma componente critica de qualquer estratégia de
diversificação ao nível dos destinos maduros. A maioria dos destinos procura oferecer um portfolio
diversificado de eventos em épocas diferentes ao longo do ano, de forma a atrair e agradar ao maior
número possível de clientes. Para além de procurarem imprimir uma lógica de complexidade em
termos do core do evento, para atrair a atenção dos visitantes para a riqueza dos recursos culturais, os
eventos visam também gerar impactos económicos. Dada a frequência atual de eventos, o que sugere a
existência de um risco de saturação, e dado o montante limitado de para promover os festivais,
informação sobre o perfil dos participantes atraídos pelos eventos, e informação nos fatores que
influenciam o grau de satisfação serão obviamente bem-vindos por uma plateia de stakeholders
interessados no sucesso destas iniciativas. Este estudo considera eventos que ocorrem ao longo do ano
na Região Autónoma da Madeira, de forma a identificar os fatores críticos de sucesso, para além da
identificação do perfil sociodemográfico, organização de viagem e grau de envolvimento com o
evento. Devido ao facto de a maioria das variáveis serem do tipo ordinal e categórico, socorremo-nos
na regressão categórica para efeitos de identificação das varáveis chave explicativas da satisfação. A
análise de diferenças entre os grupos de interesse é feira com recursos á analise multivariada. A análise
econométrica aplicada neste estudo utiliza uma amostra de 1830 turistas, com os resultados a
permitirem concluir que a satisfação resulta sobretudo das características técnicas dos eventos. Em
termos de conclusão consideram-se algumas das medidas relevantes quando se analisa o papel dos
eventos de forma estratégica.
Events have become a critical component of any strategy of product diversification pursued by mature destinations. The typical destination currently operates a diversified portfolio of events at different dates through the year, in order to attract and please the largest possible number of consumers. Besides being able to offer complexity in terms of the core product, by drawing the visitors attention to the richness of the cultural assets, such initiatives are also geared to increase the economic impacts of tourism. In view of the frequency of events, which entails the risk of reaching saturation levels, and given the limited amount of funds available to promote multiple events at once, insights on the profile of tourists being attracted to such events and information on the factors influencing the degree of visitors ‘satisfaction would be welcomed by wide range of stakeholders interested in increasing their efforts and effectiveness in this area. This study overviews one year of major events taking place in Madeira, based on several questionnaire researches carried out at key moments through the year to assess visitor´s satisfaction. The analysis of satisfaction is investigated according to visitors´ socio-demographic profile, travel behavior and degree of involvement. Owing to the overwhelming presence of categorical data in the database, we resort to categorical regression and multivariate statistics to identify differences between groups and the drivers of satisfaction. The econometric analysis pursued in this paper is based on a sample of 1830 tourists, and the results suggests that the probability of being satisfied depends mainly on intrinsic factors (to the events being managed). The paper concludes with a brief description of which factors are to be considered as top priorities when thinking strategically about events.
Events have become a critical component of any strategy of product diversification pursued by mature destinations. The typical destination currently operates a diversified portfolio of events at different dates through the year, in order to attract and please the largest possible number of consumers. Besides being able to offer complexity in terms of the core product, by drawing the visitors attention to the richness of the cultural assets, such initiatives are also geared to increase the economic impacts of tourism. In view of the frequency of events, which entails the risk of reaching saturation levels, and given the limited amount of funds available to promote multiple events at once, insights on the profile of tourists being attracted to such events and information on the factors influencing the degree of visitors ‘satisfaction would be welcomed by wide range of stakeholders interested in increasing their efforts and effectiveness in this area. This study overviews one year of major events taking place in Madeira, based on several questionnaire researches carried out at key moments through the year to assess visitor´s satisfaction. The analysis of satisfaction is investigated according to visitors´ socio-demographic profile, travel behavior and degree of involvement. Owing to the overwhelming presence of categorical data in the database, we resort to categorical regression and multivariate statistics to identify differences between groups and the drivers of satisfaction. The econometric analysis pursued in this paper is based on a sample of 1830 tourists, and the results suggests that the probability of being satisfied depends mainly on intrinsic factors (to the events being managed). The paper concludes with a brief description of which factors are to be considered as top priorities when thinking strategically about events.
Description
Keywords
Madeira (Portugal) Turismo Eventos Imagem de destino Events Destination image Madeira Island Destination branding . Faculdade de Ciências Sociais Projeto Turismo
Citation
Publisher
International Tourism Congress