Loading...
Publication
Posicionamento do destino Açores : uma análise comparativa
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 777.66 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A imagem é um dos fatores com maior preponderância na determinação do posicionamento de mercado de um destino turístico.
Os Açores enquanto destino turístico arquipelágico, de 9 ilhas situadas a meio do Atlântico, viram os seus níveis de promoção e procura a disparar a partir de 2015 e têm sido distinguidos como destino sustentável e de natureza.
Os stakeholders de um destino não veem a sua importância limitada aos serviços que prestam, na medida em que são os criadores dos produtos turísticos disponíveis, que devem apresentar coerência com a imagem do destino que é construída e projetada e o seu contributo económico representa uma fatia cada vez maior do Valor Acrescentado Bruto do destino.
Nesta dissertação é explorado um modelo de construção de imagem de destino verde, através das perceções dos stakeholders, adaptado ao destino Açores e identificadas as diferenças das perceções ou conflitos entre stakeholders dos setores público e privado.
Concluiu-se que os stakeholders do destino Açores consideram que a imagem do destino é construída como verde, dadas as suas características naturais como a sua natureza, suas paisagens, vegetação e vida selvagem.
Embora as principais diferenças entre setores estejam na forma como o destino é promovido, concluiu-se, igualmente, que a imagem do destino é projetada com destino verde.
ABSTRACT: Image is one of the most important factors in determining the position in the market of a touristic destination. The Azores Archipelago, with its 9 islands located in the middle of the Atlantic, saw its levels of promotion and demand soar from 2015 onwards and has been distinguished as a sustainable and nature destination. The stakeholders of a destination do not see their importance limited to the services they provide, as they are the creators of the available touristic products, and must have a coherent presence and projection that matches the destination image, as their economic contribution represents a considerable share on the increasing Gross Value Added from the said destination. In this dissertation, a construction model of a green destination through the perception/point of view of the stakeholders is explored and adapted to the Azores, this way identifying the differences in perceptions/points of view and divergences between stakeholders from the public and private sectors. It was concluded that the stakeholders of the Azores destination consider that its image is built as green, due to its characteristics such as its nature such as its flora, fauna and landscapes. Although the main differences and divergences between sectors are in how the destination is promoted, it was also concluded that the destination’s image is projected as a green destination.
ABSTRACT: Image is one of the most important factors in determining the position in the market of a touristic destination. The Azores Archipelago, with its 9 islands located in the middle of the Atlantic, saw its levels of promotion and demand soar from 2015 onwards and has been distinguished as a sustainable and nature destination. The stakeholders of a destination do not see their importance limited to the services they provide, as they are the creators of the available touristic products, and must have a coherent presence and projection that matches the destination image, as their economic contribution represents a considerable share on the increasing Gross Value Added from the said destination. In this dissertation, a construction model of a green destination through the perception/point of view of the stakeholders is explored and adapted to the Azores, this way identifying the differences in perceptions/points of view and divergences between stakeholders from the public and private sectors. It was concluded that the stakeholders of the Azores destination consider that its image is built as green, due to its characteristics such as its nature such as its flora, fauna and landscapes. Although the main differences and divergences between sectors are in how the destination is promoted, it was also concluded that the destination’s image is projected as a green destination.
Description
Dissertação de Mestrado, Gestão do Turismo Internacional (Gestão dos Destinos Turísticos), 21 de julho de 2022, Universidade dos Açores.
Keywords
Imagem Destino Marketing Turismo Açores Destination Image Green Destination Tourism Azores
Citation
Cabral, Rúben Filipe Rebelo (2022). "Posicionamento do destino Açores: uma análise comparativa", 59 p.. Mestrado em Gestão do Turismo Internacional (Gestão dos Destinos Turísticos). Ponta Delgada: Universidade dos Açores. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/6585>