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Advisor(s)
Abstract(s)
O setor do turismo tem ganho bastante relevĂąncia nas Ășltimas dĂ©cadas a nĂvel
internacional e nacional. A procura por destinos fora daquele que é o espaço habitual de
residĂȘncia tem crescido cada vez mais, sendo que as pessoas procuram locais para se
abstraĂrem daquilo que sĂŁo as rotinas habituais e assim relaxar, conhecer novos paĂses e
novas culturas ou simplesmente visitar amigos e familiares.
As agĂȘncias de viagens ocupam aqui um importante espaço naquilo que Ă© a ponte entre
o desejo dos seus clientes e a oferta que existe. SĂŁo diferenciadoras no aconselhamento
que dão à escolha do destino e na facilitação daquilo que são as burocracias de uma
viagem, seja ela por motivos de lazer ou de negĂłcios. Apesar de muitas pessoas
apontarem este setor como um setor em decrĂ©scimo nos Ășltimos anos, muito por causa
do desenvolvimento tecnolĂłgico e da possibilidade das pessoas reservarem online e
muitas vezes a melhores preços, até em plataformas que aglomeram vårias ofertas como
o caso da plataforma Booking.com, Ă© justo dizer que as agĂȘncias de viagens podem e
devem adaptar-se.
NĂŁo hĂĄ dĂșvidas que os hĂĄbitos e as interaçÔes humanas mudaram nos Ășltimos tempos
por força da revolução tecnológica, mas haverå sempre necessidade de o ser humano ser
auxiliado em tarefas que muitas vezes nĂŁo se sente seguro. Este Projeto tem como
objetivo dotar o Mercado das Viagens com um Plano de Marketing para 2022 que lhe irĂĄ
permitir de uma forma estratĂ©gica situar a marca e chegar o mais prĂłximo possĂvel dos
seus clientes alvo. IrĂĄ sobretudo ser um plano focado na vertente digital, no entanto, irĂĄ
também incluir uma vertente mais tradicional que apoiarå e irå fortalecer a presença da
marca junto do seu pĂșblico.
The tourism sector has gained a lot of relevance in the last decades at an international and national level. The demand for destinations outside the usual place of residence has been growing more and more, and people are looking for places to get away from what are the usual routines and thus relax, get to know new countries and new cultures or simply visit friends and family. Travel agencies play an important role in bridging the gap between their customers' desires and what is on offer. They are differentiators in the advice they give to the choice of destination and in the facilitation of what are the bureaucracies of a trip, whether for leisure or business. Although many people point to this sector as a declining industry in recent years, much because of technological development and the possibility of people booking online and often at better prices, even on platforms that agglomerate several offers such as Booking, it is fair to say that travel agencies can and should adapt. There is no doubt that habits and human interactions have changed in recent times due to the technological revolution, but there will always be the need for the human being to be assisted in tasks that he often feels insecure about. This project aims to provide the Travel Market with a Marketing Plan for 2022 that will allow it to strategically place the brand and get as close as possible to its target customers. It will mainly be a plan focused on the digital strategy, however, it will also include a more traditional aspect that will support and strengthen the brand's presence with its audience.
The tourism sector has gained a lot of relevance in the last decades at an international and national level. The demand for destinations outside the usual place of residence has been growing more and more, and people are looking for places to get away from what are the usual routines and thus relax, get to know new countries and new cultures or simply visit friends and family. Travel agencies play an important role in bridging the gap between their customers' desires and what is on offer. They are differentiators in the advice they give to the choice of destination and in the facilitation of what are the bureaucracies of a trip, whether for leisure or business. Although many people point to this sector as a declining industry in recent years, much because of technological development and the possibility of people booking online and often at better prices, even on platforms that agglomerate several offers such as Booking, it is fair to say that travel agencies can and should adapt. There is no doubt that habits and human interactions have changed in recent times due to the technological revolution, but there will always be the need for the human being to be assisted in tasks that he often feels insecure about. This project aims to provide the Travel Market with a Marketing Plan for 2022 that will allow it to strategically place the brand and get as close as possible to its target customers. It will mainly be a plan focused on the digital strategy, however, it will also include a more traditional aspect that will support and strengthen the brand's presence with its audience.
Description
Keywords
AgĂȘncias de Viagens EstratĂ©gia Marketing Marketing Digital Plano de Marketing