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Authors
Advisor(s)
Abstract(s)
O desporto é uma área extremamente importante em Portugal, movendo massas por todo o
país, ganhando seguidores diariamente. Ainda que o principal foco seja a prática de Futebol,
existem em Portugal milhares de praticantes de outras modalidades, igualmente importantes,
tais como Andebol, Basquetebol, Ténis, Hóquei, Golfe, entre outras. Uma das tendências na
Restauração, muito utilizada no Reino Unido, Europa Central e Estados Unidos da América,
alia a confeção e consumo de produtos de qualidade com o visionamento de eventos
desportivos, o “nicho” dos bares desportivos. Locais com um ambiente agradável, produtos
saborosos e apresentáveis, com a possibilidade de assistir a um evento desportivo e com uma
relação qualidade-preço acessível, que são procurados tanto por habitantes que gostem de
desporto como por turistas que apreciem este tipo de oferta.
Em Portugal, esta vertente da Restauração é pouco explorada tendo, contudo, bastante
potencial dado que poderá trazer benefícios económicos, sociais e culturais para uma região
e funcionar como complemento a uma área turística, quer seja esta já existente ou em
crescimento, podendo assim melhorar e potenciar um destino. O presente trabalho visa
planear e implementar um bar desportivo, com uma vertente lounge, isto é, uma zona ou área
de estar com mobiliário confortável destinada ao relaxamento e descontração, na Área
Metropolitana do Porto.
Deste modo, numa primeira fase, procedeu-se à investigação necessária para fundamentar a
necessidade deste tipo de estabelecimentos e a importância que este nicho de mercado
possui no setor do Turismo, em particular, na vertente do Turismo e Restauração temática,
bem como a realização de uma análise concorrencial através do levantamento dos
estabelecimentos similares (bares da categoria), interna e externamente. Avaliou-se a
necessidade e procura por este tipo de espaço e, por fim, procedeu-se a entrevistas
presenciais, com proprietários e gestores de Sports Bar e estabelecimentos da categoria.
Numa segunda fase, procedeu-se ao planeamento do bar. Foi verificada e avaliada a
viabilidade económica e financeira do projeto de investimento, sendo que, paralelamente,
procedeu-se à identificação do espaço, planeamento, posicionamento e decoração,
equipamento necessário e todo o tipo de elementos imprescindíveis para a implementação
do projeto. A componente do trabalho de investigação serviu ainda de base à realização de inquéritos e
entrevistas, suportando uma análise às motivações dos clientes deste tipo de negócio,
internos e externos. Procedeu-se, ainda, à verificação e identificação do impacto da
sazonalidade neste tipo de negócio. Por último, pretendeu-se validar a existência de uma
possível relação entre o nicho bar desportivo e o tipo de negócio por franchise.
Para o presente estudo empírico foram utilizados dois métodos de investigação, quantitativo
e qualitativo, o primeiro utilizando técnicas de inquérito por questionário, enquanto que o
segundo utilizando entrevistas semiestruturadas a figuras relacionadas com a Restauração,
particularmente com o nicho dos bares desportivos, como instrumento de recolha de
informação. Os resultados decorrentes da investigação realizada, confirmam a necessidade
deste tipo de espaço, quer pela escassa oferta que parece existir, quer pela procura
demonstrada, evidenciada nos dados recolhidos, sendo possível afirmar que existe a
necessidade de um estabelecimento deste nicho na cidade de Matosinhos.
Por fim, o estudo económico-financeiro, bem como o plano de negócios realizados, indicam a
viabilidade do projeto a médio e longo prazo, e a recuperação do investimento inicial,
projetando margens favoráveis ao longo dos anos planificados.
Sports is a very significant area in Portugal, gathering people all over the country and gaining supporters daily. Even though most of the focus is on Football, there are thousands of other sports enthusiasts, equally important such as Handball, Basketball, Tennis, Hockey, Golf, among others. One of the major trends regarding Restaurants and Cantering industry, which is widely used in several areas like the United Kingdom, Central Europe or the United States, links the consumption of quality products with sports watching, is the “micro-niche” of Sports Bar. This are venues with a pleasant environment, tasty food and with the possibility to watch a sports event at a fair price and a good value for money relation, searched by the locals and tourists thar enjoy this type of offer. In Portugal, this side is poorly explored, even though it as a lot of potential and can bring several benefits for a region, economic, social, cultural benefits and it can also work as a complement to a touristic area, either an existing one or one on a growing state. With this paper we intend to plan and implement a sports bar, with a lounge area, on Porto´s Metropolitan Area. As a first step, the necessary research was carried out to substantiate the need for this type of establishment and it was made an analysis to the same type of places, either in the country or abroad. Then, an evaluation on the necessity and demand for this type of spots was made, and lastly, were conducted interviews to sport bar owners and managers. The second step included bar planning and implement and at the same time, an economic feasibility study, space decoration, necessary equipment and other important elements to the project were made. This component of the investigative work also served as a basis for surveys and interviews conducted, supporting an analysis of the motivations of clients of this type of business, both internal and external. The impact of seasonality on this type of business was also verified and identified. Finally, this study also intended to validate the existence of a possible relationship between the sports bar niche and the type of business by franchise. For this empirical study two research methods were used, quantitative and qualitative, the first via questionnaire survey techniques, while the second via semi-structured interviews with figures related to the niche of sports bars, as a tool for collecting information. The results of the research confirm the need for this type of space, either by the scarce supply that seems to exist, or by the demonstrated demand, evidenced in the collected data, being possible to affirm that there is the need for an establishment of this niche in the city of Matosinhos. Finally, the economic and financial study carried out, as well as the business plan, indicate the viability of the project in the medium and long term, and the recovery of the initial investment projecting favourable margins over the planned years.
Sports is a very significant area in Portugal, gathering people all over the country and gaining supporters daily. Even though most of the focus is on Football, there are thousands of other sports enthusiasts, equally important such as Handball, Basketball, Tennis, Hockey, Golf, among others. One of the major trends regarding Restaurants and Cantering industry, which is widely used in several areas like the United Kingdom, Central Europe or the United States, links the consumption of quality products with sports watching, is the “micro-niche” of Sports Bar. This are venues with a pleasant environment, tasty food and with the possibility to watch a sports event at a fair price and a good value for money relation, searched by the locals and tourists thar enjoy this type of offer. In Portugal, this side is poorly explored, even though it as a lot of potential and can bring several benefits for a region, economic, social, cultural benefits and it can also work as a complement to a touristic area, either an existing one or one on a growing state. With this paper we intend to plan and implement a sports bar, with a lounge area, on Porto´s Metropolitan Area. As a first step, the necessary research was carried out to substantiate the need for this type of establishment and it was made an analysis to the same type of places, either in the country or abroad. Then, an evaluation on the necessity and demand for this type of spots was made, and lastly, were conducted interviews to sport bar owners and managers. The second step included bar planning and implement and at the same time, an economic feasibility study, space decoration, necessary equipment and other important elements to the project were made. This component of the investigative work also served as a basis for surveys and interviews conducted, supporting an analysis of the motivations of clients of this type of business, both internal and external. The impact of seasonality on this type of business was also verified and identified. Finally, this study also intended to validate the existence of a possible relationship between the sports bar niche and the type of business by franchise. For this empirical study two research methods were used, quantitative and qualitative, the first via questionnaire survey techniques, while the second via semi-structured interviews with figures related to the niche of sports bars, as a tool for collecting information. The results of the research confirm the need for this type of space, either by the scarce supply that seems to exist, or by the demonstrated demand, evidenced in the collected data, being possible to affirm that there is the need for an establishment of this niche in the city of Matosinhos. Finally, the economic and financial study carried out, as well as the business plan, indicate the viability of the project in the medium and long term, and the recovery of the initial investment projecting favourable margins over the planned years.
Description
Trabalho de projeto
Keywords
Desporto Restauração temática Bar Turismo desportivo Sports Thematical restaurant Sports tourism