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Abstract(s)
Nos últimos anos as preocupações com os aspectos relacionados ao meio ambiente
aumentaram em decorrência da exploração ilimitada praticada pelo homem. Desde então
pôde observar-se uma nova consciência causada pela busca do exótico, intocado e
preservado. O ecoturismo, como alternativa turística com alto nível de sustentabilidade,
cresce e propõe uma forma de turismo consciente e totalmente voltado para a natureza.
Nesse sentido, surge a necessidade de analisar e explorar o mercado ecoturístico brasileiro
buscando ampliar o conhecimento sobre os comportamentos e atitudes tanto das empresas
que atuam no setor, como dos consumidores que adquirem esse tipo de produto. Diante da
perspectiva empresarial os fatores como a gestão ambiental, a responsabilidade social e o
marketing sustentável compõem a lista de aspectos importantes que contribuem para o
desenvolvimento desse setor. Do outro lado, na perspectiva do consumidor, estão os
turistas que se preocupam com ações ambientalmente conscientes ao adquirir um
produtos/serviço.
A investigação empírica do estudo foi elaborada diante destas duas perspectivas, a
empresarial, desenvolvida através de estudos de caso, e a do consumidor que foi realizada
através de questionários e cujos dados foram submetidos a tratamentos estatísticos.
Foi possível concluir que as empresas precisam melhorar o seu desempenho em relação ao
estudo dos clientes e certificação ambiental, mas vale ressaltar que as preocupações
ambientais e sociais são patentes nas suas ações. Em relação aos consumidores
(ecoturistas) é possível salientar que estes se preocupam com as questões ambientais ao se
hospedar, valorizando o desempenho das empresas socialmente responsáveis. O grande
incentivador destes turistas é a natureza, a conservação ambiental e a sustentabilidade.
The concern with the aspects related to the environment has increased in result of the unlimited exploration in recent years. Since then, a new awareness caused by searching of the exotic, the untouched and the preserved could be observed. The ecotourism, as an alternative way of sustainable tourism, grows and considers a form of conscientious tourism completely oriented to the nature. In this sense, it is necessary to analyse and to explore the ecotourism in the Brazilian market, trying to get more knowledge either of the firms’ behaviours and attitudes who act in the sector, as of the consumers who buy this type of product. In the enterprise perspective, factors as the environment management, the social responsibility and the sustainable marketing compose the list of important aspects that contribute for the development of this sector. Of the other side, in the consumer’s perspective, there are the tourists who are concerned and make conscious choices when are searching this kind of products/services. The empirical research of the study was elaborated ahead of two perspectives, the enterprise one, developed through case studies, and of the consumer who was carried out through questionnaires which were submitted to statistical treatments. It was possible to conclude that the companies need to improve its performance in relation to the study of their customers and environment certification, but we can underline that the environment and the social concerns are present in its activities. In relation to the consumers (ecotourists) it is possible to point out that they are concerned with the environment issues when their stays, valuing the performance of the socially responsible companies. The great motivation of these tourists is the nature, the environment conservation and the sustainability.
The concern with the aspects related to the environment has increased in result of the unlimited exploration in recent years. Since then, a new awareness caused by searching of the exotic, the untouched and the preserved could be observed. The ecotourism, as an alternative way of sustainable tourism, grows and considers a form of conscientious tourism completely oriented to the nature. In this sense, it is necessary to analyse and to explore the ecotourism in the Brazilian market, trying to get more knowledge either of the firms’ behaviours and attitudes who act in the sector, as of the consumers who buy this type of product. In the enterprise perspective, factors as the environment management, the social responsibility and the sustainable marketing compose the list of important aspects that contribute for the development of this sector. Of the other side, in the consumer’s perspective, there are the tourists who are concerned and make conscious choices when are searching this kind of products/services. The empirical research of the study was elaborated ahead of two perspectives, the enterprise one, developed through case studies, and of the consumer who was carried out through questionnaires which were submitted to statistical treatments. It was possible to conclude that the companies need to improve its performance in relation to the study of their customers and environment certification, but we can underline that the environment and the social concerns are present in its activities. In relation to the consumers (ecotourists) it is possible to point out that they are concerned with the environment issues when their stays, valuing the performance of the socially responsible companies. The great motivation of these tourists is the nature, the environment conservation and the sustainability.
Description
Keywords
Ecoturismo - Brasil Marketing - Ecoturismo