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Alojamento rural e a sua procura nos Açores
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Advisor(s)
Abstract(s)
O destino “Azores” é cada vez mais procurado, não só pela abertura do espaço aéreo a companhias de baixo custo, mas também pelas características paisagísticas, simpatia e acolhimento dos habitantes das nove ilhas.
Este trabalho tem como objetivo, por um lado, caraterizar a procura nas unidades de turismo em espaço rural com o intuito de conhecer o perfil destes turistas e, por outro, descobrir quais os aspetos que são mais valorizados na escolha desta tipologia de alojamento.
Pretende-se igualmente avaliar as perceções dos turistas quanto à qualidade do alojamento, atividades ao ar livre, impacto ambiental, e tratamento personalizado. Apura, ainda, o grau de satisfação obtido em relação à estadia no TER e em relação à experiência global de visita no destino.
Sendo os Açores uma região turística que está na fase de crescimento, importa desenvolver estratégias de ajustamento da oferta à procura turística, desenvolvendo produtos que permitam maximizar a qualidade da experiência do consumidor e a respetiva satisfação com a visita, tendo em conta a sustentabilidade do destino.
O destino de sucesso será aquele que conseguir desenvolver produtos turísticos à medida das preferências de determinados segmentos de mercado e comunicá-los adequadamente através de campanhas de marketing dirigidas para esses alvos.
ABSTRACT: The destination "Azores" is increasingly wanted, not only because of the opening of airspace to low cost airlines, but also for the landscape characteristics, friendliness and hospitality of the habitants of the nine islands. First of all, the objective of this work is to characterize the demand of tourism units in rural areas in order to know the profile of these tourists, and after to discover which aspects are most valued in the choices of this type of accommodation. It also intends to evaluate the perceptions of the tourists regarding the quality of the accommodation, outdoor activities, environmental impact, and personalized treatment. It also assesses the degree of satisfaction obtained in relation to the accommodation and in relation of the experience of visiting the destination. Azores are in a growth phase related to tourism, it is important to develop strategies to adjust our offer to the levels of tourism demand, developing products that maximize the quality of the consumer experience, considering the sustainability of the destination. On the way to success, we need to develop tourist products tailored to the preferences of certain market segments and communicate them appropriately through targeted marketing campaigns for these targets.
ABSTRACT: The destination "Azores" is increasingly wanted, not only because of the opening of airspace to low cost airlines, but also for the landscape characteristics, friendliness and hospitality of the habitants of the nine islands. First of all, the objective of this work is to characterize the demand of tourism units in rural areas in order to know the profile of these tourists, and after to discover which aspects are most valued in the choices of this type of accommodation. It also intends to evaluate the perceptions of the tourists regarding the quality of the accommodation, outdoor activities, environmental impact, and personalized treatment. It also assesses the degree of satisfaction obtained in relation to the accommodation and in relation of the experience of visiting the destination. Azores are in a growth phase related to tourism, it is important to develop strategies to adjust our offer to the levels of tourism demand, developing products that maximize the quality of the consumer experience, considering the sustainability of the destination. On the way to success, we need to develop tourist products tailored to the preferences of certain market segments and communicate them appropriately through targeted marketing campaigns for these targets.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 24 julho de 2019, Universidade dos Açores.
Keywords
Alojamento Turístico Marketing Satisfação Cliente Turismo Rural Turista Rural Tourism Satisfaction with Visit Tourist Accommodation Tourist Profile Azores
Citation
Câmara, Válter Manuel Tavares Moreira. "Alojamento rural e a sua procura nos Açores". 2019. 85 p.. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2019. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/5220>.