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Authors
Abstract(s)
Que o turismo é uma das principais atividades que mais contribui para o
crescimento e desenvolvimento de um país ou região, já não é novidade nos dias de
hoje. Este é um setor que possibilita o progresso socioeconómico de determinado
destino e que envolve os esforços de diversos operadores representativos de diversos
outros setores, que entre si constroem relações negociais e contribuem mutuamente
para o sucesso de ambas as áreas. O setor turístico é caracterizado pela sua forte
conexão entre os seus operadores e os seus consumidores e esta ligação tem vindo a ser
adaptada consoante as melhorias tecnológicas que se têm desenvolvido, sendo hoje em
dia bastante influenciada por todo o meio digital que envolve a sociedade atual.
Com as mais recentes transformações digitais, não só os setores se adaptaram
como também os seus consumidores, que por sua vez se tornaram mais informados,
exigentes e com um comportamento de compra mais digital, passando a utilizar meios
digitais com mais frequências em todas as fases do seu processo de tomada de decisão e
compra. Desta forma, o turismo reconheceu a oportunidade e começou cada vez mais a
integrar as diversas plataformas digitais nas suas estratégias de negócio,
nomeadamente nas suas estratégias de marketing. Através destas plataformas, os
operadores turísticos conseguem se destacar da sua concorrência e conseguem obter
um contacto mais direto com o seu público-alvo, o que lhes permite arrecadar
informações sobre o perfil e comportamento deste, que serão essenciais para a
definição de estratégias futuras.
Perante este cenário, este estudo propõe-se a alcançar o objetivo geral de
compreender qual a perspetiva dos consumidores turísticos, em relação às ferramentas
e processos digitais que são utilizados pelos operadores turísticos. Para tal, a
metodologia aplicada consistiu na difusão online de inquéritos, a indivíduos
pertencentes às gerações Y e Z, residentes em território nacional, e através dos quais se
obteve uma amostra de 251 respondentes. Através dos resultados obtidos foi possível
concluir que o consumidor de turismo apresenta uma frequência de uso significativa de
meios digitais e que se assistiu a um reconhecimento positivo do aumento das
estratégias de marketing digital no setor do turismo, evidenciando deste modo a
eficiência das ferramentas digitais aplicadas pelos operadores turísticos.
That tourism is one of the main activities that contributes most to the growth and development of a country or region, is no longer something new these days. This is a sector that enables the socioeconomic progress of a given destination and that involves the efforts of several operators representing several other sectors, who build business relationships with each other and mutually contribute to the success of both areas. The tourism sector is characterized by its strong connection between its operators and its consumers and this connection has been adapted according to the technological improvements that have been developed, being nowadays greatly influenced by all the digital media that surround today's society. With the most recent digital transformations, not only the sectors have adapted but also their consumers, who in turn have become more informed, demanding and with a more digital purchasing behavior, starting to use digital media more frequently at all stages of their decision-making and purchasing process. In this way, tourism recognized the opportunity and increasingly began to integrate the various digital platforms into its business strategies, particularly its marketing strategies. Through these platforms, tour operators are able to stand out from their competition and gain more direct contact with their target audience, which allows them to gather information about their profile and behavior, which will be essential for defining future strategies. Given this scenario, this study aims to achieve the general objective of understanding what is the perspective of portuguese tourism consumers, regarding the digital tools and processes used by tourism operators. To this end, the methodology applied consisted of online dissemination of surveys to individuals belonging to generations Y and Z, residing in the national territory, and through which a sample of 251 respondents was obtained. Through the results obtained, it was possible to conclude that the tourist consumer has a significant frequency of use of digital media and that there has been a positive recognition of the increase in digital marketing strategies in the tourism sector, thus highlighting the efficiency of the digital tools applied by the tourism operators.
That tourism is one of the main activities that contributes most to the growth and development of a country or region, is no longer something new these days. This is a sector that enables the socioeconomic progress of a given destination and that involves the efforts of several operators representing several other sectors, who build business relationships with each other and mutually contribute to the success of both areas. The tourism sector is characterized by its strong connection between its operators and its consumers and this connection has been adapted according to the technological improvements that have been developed, being nowadays greatly influenced by all the digital media that surround today's society. With the most recent digital transformations, not only the sectors have adapted but also their consumers, who in turn have become more informed, demanding and with a more digital purchasing behavior, starting to use digital media more frequently at all stages of their decision-making and purchasing process. In this way, tourism recognized the opportunity and increasingly began to integrate the various digital platforms into its business strategies, particularly its marketing strategies. Through these platforms, tour operators are able to stand out from their competition and gain more direct contact with their target audience, which allows them to gather information about their profile and behavior, which will be essential for defining future strategies. Given this scenario, this study aims to achieve the general objective of understanding what is the perspective of portuguese tourism consumers, regarding the digital tools and processes used by tourism operators. To this end, the methodology applied consisted of online dissemination of surveys to individuals belonging to generations Y and Z, residing in the national territory, and through which a sample of 251 respondents was obtained. Through the results obtained, it was possible to conclude that the tourist consumer has a significant frequency of use of digital media and that there has been a positive recognition of the increase in digital marketing strategies in the tourism sector, thus highlighting the efficiency of the digital tools applied by the tourism operators.
Description
Keywords
Comportamento do Consumidor no Turismo Consumidor de Turismo Estratégias de Marketing Marketing Digital Turismo