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Abstract(s)
A alteração provocada no paradigma do marketing devido à proliferação do setor dos serviços levou a que o foco se demarcasse da perspetiva transacional ou tradicional, focado essencialmente numa única transação, para uma perspetiva relacional, em que o cliente é encarado como parte integrante do processo. Esta alteração de foco tem como objetivo a fidelização de clientes como forma de prolongar a troca de valor entre clientes e empresas ao longo do tempo. Importa por isso identificar quais as estratégias mais adequadas e efetivas para fidelização dos clientes.
O turismo assume-se, atualmente, com um setor estratégico no desenvolvimento de Portugal e enquadrando-se no setor dos serviços, é-lhe aplicável o conjunto de estratégias de marketing relacional. Assim sendo, a partir dos objetivos traçados pelo Plano Nacional Estratégico do Turismo (PENT) para desenvolvimento do setor este estudo procura identificar quais as dimensões do marketing relacional efetivamente presentes no canal online das regiões de turismo, quais os tipos de laços presentes e mais valorizados por tipo de oferta turística e qual o perfil de consumo dos turistas.
Este estudo tem uma dimensão de análise qualitativa às páginas de internet das regiões de turismo de Portugal e uma dimensão qualitativa no contexto do mercado ibérico, tendo em conta que Espanha se reveste de especial importância como mercado prioritário para o crescimento externo.
Os resultados do estudo demonstram que apesar da identificação de estratégias de marketing relacional nas páginas de internet das regiões de turismo ainda há um longo trabalho a desenvolver tendo em conta as estratégias definidas no PENT (2011), bem como os laços financeiros, financeiros/estruturais e financeiros/sociais identificados no setor do turismo ibérico, através da análise quantitativa.
The change caused in the marketing paradigm due to the proliferation of the services sector has led to demarcate the focus of traditional or transactional perspective, focusing primarily on a single transaction to a relational perspective, in which the client is seen as an integral part of the process. This change of focus is aimed at customer loyalty as a way to extend the exchange of value between customers and businesses over time. We must therefore identify the most appropriate and effective strategies to strengthen customer loyalty. Tourism is assumed currently has a strategic sector in the development of Portugal and it fits into the services sector being possible to apply the strategies of relationship marketing. Thus, from the goals set by the National Strategic Plan for Tourism (PENT) for development of the sector this study seeks to identify the dimensions of relational marketing actually present in the online channel of tourism regions, what types of bonds present and most valued by type of tourism and what the profile of tourist consumption. This study has a qualitative dimension of analysis to the web pages of Portugal and a qualitative dimension in the context of the Iberian market, given that Spain assumes particular importance as a priority market for external growth. The results of the qualitative study show that despite identification of relational marketing strategies on the websites of tourism regions there is still a lot of work to develop taking into account the strategies defined in the PENT (2011), as well as financial ties, financial / structural and financial / social issues identified in the tourism sector Iberian, through the quantitative analysis performed.
The change caused in the marketing paradigm due to the proliferation of the services sector has led to demarcate the focus of traditional or transactional perspective, focusing primarily on a single transaction to a relational perspective, in which the client is seen as an integral part of the process. This change of focus is aimed at customer loyalty as a way to extend the exchange of value between customers and businesses over time. We must therefore identify the most appropriate and effective strategies to strengthen customer loyalty. Tourism is assumed currently has a strategic sector in the development of Portugal and it fits into the services sector being possible to apply the strategies of relationship marketing. Thus, from the goals set by the National Strategic Plan for Tourism (PENT) for development of the sector this study seeks to identify the dimensions of relational marketing actually present in the online channel of tourism regions, what types of bonds present and most valued by type of tourism and what the profile of tourist consumption. This study has a qualitative dimension of analysis to the web pages of Portugal and a qualitative dimension in the context of the Iberian market, given that Spain assumes particular importance as a priority market for external growth. The results of the qualitative study show that despite identification of relational marketing strategies on the websites of tourism regions there is still a lot of work to develop taking into account the strategies defined in the PENT (2011), as well as financial ties, financial / structural and financial / social issues identified in the tourism sector Iberian, through the quantitative analysis performed.
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Keywords
Marketing relacional - Produtos turísticos Marketing relacional - Plano estratégico