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Authors
Advisor(s)
Abstract(s)
A Eurocidade Chaves-Verín tem vindo a assumir um papel determinante no
processo de desenvolvimento turístico de uma região de baixa densidade populacional,
com especial enfoque na valorização da água enquanto recurso turístico estratégico para
o desenho e criação de produtos turísticos complementares, na perspetiva de
valorização de recursos endógenos e dinamização da região.
A presente dissertação tem como objetivo a análise do processo de gestão de um
destino turístico de fronteira. Como objetivos específicos, visou a análise do
posicionamento no mercado, do produto turístico Saúde e Bem-Estar, em particular na
região da Eurocidade Chaves-Verín (ECV), o contributo do turismo para o
desenvolvimento local da Eurocidade Chaves-Verín, e a importância da sustentabilidade
no desenvolvimento do setor do turismo. Numa abordagem mais alargada foi ainda
discutido em que perspetiva um destino de fronteira pode potenciar turisticamente a
região em que está inserido.
Os destinos turísticos devem identificar os seus elementos diferenciadores e
perspetivar a melhor forma de os tornar competitivos e distintivos na sua comunicação.
Com essa finalidade, o presente estudo apresenta um enquadramento teórico dos
principais recursos, atrativos e produtos turísticos do território, atributos do destino,
visão, imagem e marca. Foi identificada a importância do envolvimento dos stakeholders
na gestão de um destino turístico e a importância de promover uma imagem comum. Foi
ainda utilizada a ferramenta de Integração, no processo de Planeamento Turístico, dos
10 A’s dos Destinos Turísticos de Morrison (2013) e o Sistema Europeu de Indicadores de
Turismo (CE).
A metodologia selecionada, e que mais se enquadra na análise pretendida, foi a
metodologia qualitativa. Realizaram-se entrevistas semiestruturadas aos gestores do
destino de Espanha e de Portugal, na Eurocidade, bem como aos empresários hoteleiros
e turísticos dos dois lados da fronteira. Os resultados evidenciaram a presença de várias
entidades públicas e do setor privado envolvidos no desenvolvimento turístico da região
e promoção do destino, com base no produto-líder “turismo termal”. Evidenciaram ainda
a intenção de integração da promoção conjunta do território, a proposta de um
Agrupamento Europeu de Cooperação Territorial Eurorregional Alto Tâmega-Ourense, e a estratégia de gestão permanente dos efeitos do setor turístico tendo por base a
sustentabilidade sociocultural e ambiental do território.
Em termos de contributo, este estudo pretende destacar a importância das
estratégias de gestão de um destino turístico, afirmar as potencialidades desta região
como destino de saúde e bem-estar, e evidenciar a importância da sustentabilidade no
desenvolvimento dos destinos turísticos, a nível social, ambiental e económico, numa
perspetiva de competitividade acrescida entre destinos.
The Eurocity Chaves-Verín has been assuming a decisive role in the tourism development process of a region of low population density, with special focus on the valorisation of water as a strategic tourism resource for the design and creation of complementary tourism products, in the perspective of the valorisation of endogenous resources and the dynamization of the region. This dissertation aims to analyse the management process of a border tourist destination. As specific objectives, it aimed the analysis of the market positioning, the tourism product Health and Wellness, particularly in the region of Eurocity Chaves-Verín (ECV), the contribution of tourism to the local development of Eurocity Chaves-Verín, and the importance of sustainability in the development of the tourism sector. In a broader approach was also discussed, in which perspective a border destination can enhance tourism in the region in which it is inserted. Tourist destinations should identify their differentiating elements and envisage the best way to make them competitive and distinctive in their communication. To this end, this study presents a theoretical framework of the main resources, attractions and tourism products of the territory, attributes of the destination, vision, image, and brand. It was identified the importance of stakeholder involvement in the management of a tourist destination, and the importance of promoting a common image. It was also used the tool of Integration, in the process of Tourist Planning, of the 10 A's of Tourism Destinations proposed by Morrison (2013) and the European System of Tourism Indicators (EC). The methodology selected, and that most fits the intended analysis, was the qualitative methodology. Semi-structured interviews were carried out with destination managers from Spain and Portugal at Eurocity, as well as with hotel and tourism entrepreneurs on both sides of the border. The results showed the presence of several public entities and the private sector, involved in the tourism development of the region and promotion of the destination, based on the leading product "thermal tourism", the intention to integrate the joint promotion of the territory, and the proposal of a European Grouping of Territorial Cooperation Alto Tâmega-Ourense, and the strategy of permanent management of the effects of the tourism sector based on socio-cultural and environmental sustainability of the territory. In terms of contribution, this study aims to highlight the importance of the management strategies of a tourist destination, to affirm the potential of this region as a health and well-being destination, and to highlight the importance of sustainability in the development of tourist destinations, at a social, environmental, and economic level, in a perspective of increased competitiveness between destinations.
The Eurocity Chaves-Verín has been assuming a decisive role in the tourism development process of a region of low population density, with special focus on the valorisation of water as a strategic tourism resource for the design and creation of complementary tourism products, in the perspective of the valorisation of endogenous resources and the dynamization of the region. This dissertation aims to analyse the management process of a border tourist destination. As specific objectives, it aimed the analysis of the market positioning, the tourism product Health and Wellness, particularly in the region of Eurocity Chaves-Verín (ECV), the contribution of tourism to the local development of Eurocity Chaves-Verín, and the importance of sustainability in the development of the tourism sector. In a broader approach was also discussed, in which perspective a border destination can enhance tourism in the region in which it is inserted. Tourist destinations should identify their differentiating elements and envisage the best way to make them competitive and distinctive in their communication. To this end, this study presents a theoretical framework of the main resources, attractions and tourism products of the territory, attributes of the destination, vision, image, and brand. It was identified the importance of stakeholder involvement in the management of a tourist destination, and the importance of promoting a common image. It was also used the tool of Integration, in the process of Tourist Planning, of the 10 A's of Tourism Destinations proposed by Morrison (2013) and the European System of Tourism Indicators (EC). The methodology selected, and that most fits the intended analysis, was the qualitative methodology. Semi-structured interviews were carried out with destination managers from Spain and Portugal at Eurocity, as well as with hotel and tourism entrepreneurs on both sides of the border. The results showed the presence of several public entities and the private sector, involved in the tourism development of the region and promotion of the destination, based on the leading product "thermal tourism", the intention to integrate the joint promotion of the territory, and the proposal of a European Grouping of Territorial Cooperation Alto Tâmega-Ourense, and the strategy of permanent management of the effects of the tourism sector based on socio-cultural and environmental sustainability of the territory. In terms of contribution, this study aims to highlight the importance of the management strategies of a tourist destination, to affirm the potential of this region as a health and well-being destination, and to highlight the importance of sustainability in the development of tourist destinations, at a social, environmental, and economic level, in a perspective of increased competitiveness between destinations.
Description
Dissertação de mestrado
Keywords
Turismo de fronteira Turismo de saúde e bem-estar Turismo sustentável Gestão de destinos Eurocidade Chaves Verín Border tourism Health and wellness tourism Sustainable tourism Destination management Eurocity Chaves-Verín