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Abstract(s)
O turismo, Ć© uma das principais actividades produtivas, sendo um sector chave para a economia portuguesa. No entanto, a actividade turĆstica em Portugal, estĆ” a sofrer uma sĆ©rie de mudanƧas devido Ć saturaĆ§Ć£o de certos mercados emissores, o aparecimento de novos destinos turĆsticos e o amadurecimento dos destinos que oferecem o produto āsol e praiaā.
Desta forma, hĆ” a necessidade de desenvolver novos pĆ³los turĆsticos, como o caso da Beira Interior, zona esta que pelo seu conteĆŗdo turĆstico especĆfico e distinto, justifica a sua criaĆ§Ć£o para o desenvolvimento do mercado nacional e internacional.
Assim, pretendeu-se com esta investigaĆ§Ć£o desenhar o perfil do turista que visita a RegiĆ£o da Beira Interior. Para tal, e com o intuito de formar diversos segmentos de mercado para a RegiĆ£o, foi elaborada uma AnĆ”lise de Clusters tendo por base as variĆ”veis comportamentais e demogrĆ”ficas, com o objectivo de facilitar o posicionamento do produto/serviƧo e a comunicaĆ§Ć£o dos seus atributos.
Desta forma, e apĆ³s a anĆ”lise dos dados concluiu-se que os turistas que visitam a RegiĆ£o, sĆ£o maioritariamente Portugueses, provenientes do distrito de Lisboa, havendo uma percentagem relativa de turistas EspanhĆ³is. Sendo as āFĆ©rias/Lazerā o principal motivo de visita Ć RegiĆ£o, estes nĆ£o deixam de evidenciar que a āfalta de acessos/estradas em mau estadoā e a āfalta de actividades turĆsticas e de infra-estruturas hoteleirasā, possam ser um fracasso para a RegiĆ£o. Contudo, gostam de āPassear pela Naturezaā, considerando-a um dos aspectos mais positivos da RegiĆ£o da Beira Interior.
A vinda de tais turistas Ć RegiĆ£o, Ć© resultado da satisfaĆ§Ć£o/bem-estar que a RegiĆ£o lhes propicia, bem como pelo facto de a mesma estar a corresponder Ć s suas expectativas. Demonstram intenĆ§Ć£o de voltar a visitĆ”-la e aconselhĆ”-la a amigos e conhecidos como destino turĆstico.
Para que o futuro da RegiĆ£o da Beira Interior seja ambicioso, deve fomentar-se o aumento de uma oferta de qualidade, melhorar as acessibilidades, e criar uma imagem mais forte junto dos clientes cada vez mais exigentes.
The tourism, is one of the main productive activity, being a sector key for the portuguese economy. However, the tourist activity in Portugal, is it suffer a series of changes due to the saturation of certain issuing markets, the appearance of new tourist fate and the ripeness of the fate that offer the product "sun and beach". In this way, there is the need of develop new tourist poles, as the case of the Beira Interior, zone this that by his specific tourist content and distinct, justifies to its creation for the development of the international and national market. Like this, we intend with this research, design the tourist profile that visits the Beira Interior Region. For such, and with the design of form diverse segments of market for the Region, was elaborate an Cluster Analysis having for base the behavioural variables and demographic variables, with the objective of facilitate the positioning of the product/service and the communication of his attributes. In this way, and after analysis of the facts concluded that the tourists that visit the Region, there are in its majority Portuguese, originating from the district of Lisbon, having a relative percentage of Spanish tourists. Being the "Vacation/Leisure" the main motive of visit to the Region, these do not leave of show up that to "absence of accesses/bad roads" and to "absence of touristic activities and of hotel infrastructures", can be a failure for the Region. However, like to āWalk for the Natureā, considering it one of the most positive aspects of the Beira Interior Region. To coming of such tourists to the Region, is result by the satisfaction/wellness that the Region provides, as well like by the fact of the same one to be corresponding to its expectations. They show intention of come back to visit her and advise her to friends and known as tourist fate. For that the future of the Beira Interior Region be ambitious, should provide itself the increase of the offering of quality, improve the accessibilities, and create an image more strong acordingly with more demanding clients.
The tourism, is one of the main productive activity, being a sector key for the portuguese economy. However, the tourist activity in Portugal, is it suffer a series of changes due to the saturation of certain issuing markets, the appearance of new tourist fate and the ripeness of the fate that offer the product "sun and beach". In this way, there is the need of develop new tourist poles, as the case of the Beira Interior, zone this that by his specific tourist content and distinct, justifies to its creation for the development of the international and national market. Like this, we intend with this research, design the tourist profile that visits the Beira Interior Region. For such, and with the design of form diverse segments of market for the Region, was elaborate an Cluster Analysis having for base the behavioural variables and demographic variables, with the objective of facilitate the positioning of the product/service and the communication of his attributes. In this way, and after analysis of the facts concluded that the tourists that visit the Region, there are in its majority Portuguese, originating from the district of Lisbon, having a relative percentage of Spanish tourists. Being the "Vacation/Leisure" the main motive of visit to the Region, these do not leave of show up that to "absence of accesses/bad roads" and to "absence of touristic activities and of hotel infrastructures", can be a failure for the Region. However, like to āWalk for the Natureā, considering it one of the most positive aspects of the Beira Interior Region. To coming of such tourists to the Region, is result by the satisfaction/wellness that the Region provides, as well like by the fact of the same one to be corresponding to its expectations. They show intention of come back to visit her and advise her to friends and known as tourist fate. For that the future of the Beira Interior Region be ambitious, should provide itself the increase of the offering of quality, improve the accessibilities, and create an image more strong acordingly with more demanding clients.
Description
Keywords
Mercado TurĆstico - SegmentaĆ§Ć£o Turismo - Beira Interior