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Abstract(s)
O enoturismo Ă© um setor do turismo em crescimento, que se destaca pela sua contribuição econĂłmica e cultural para algumas regiĂ”es em particular. As agĂȘncias de viagens tĂȘm um papel fulcral na criação de packagings que se enquadram nas necessidades dos consumidores e alinhados com as expetativas dos turistas. A personalização destes packagings influĂȘncia a satisfação e fidelização dos turistas. Neste sentido, estudar o papel das agĂȘncias de viagens na criação de ofertas personalizadas Ă© fulcral para otimizar a competitividade. AlĂ©m disso, este tema Ă© relevante para o setor acadĂ©mico, mas tambĂ©m para os profissionais do turismo, uma vez que fornece detalhes sobre como melhorar a oferta dos serviços. O objetivo geral desta investigação consiste em analisar e compreender o papel das agĂȘncias de viagens no desenvolvimento de packagings turĂsticos para o enoturismo, com base na perceção e satisfação dos turistas e os seguintes objetivos especĂficos: determinar o perfil sociodemogrĂĄfico dos reais ou potenciais enoturistas residentes das regiĂ”es Norte e Centro de Portugal; avaliar a influĂȘncia das agĂȘncias de viagens na customização de packagings turĂsticos de enoturismo; descrever os elementos mais valorizados pelos turistas em packagings de enoturismo personalizados e investigar a relação entre a personalização dos turĂsticos de enoturismo e a fidelização dos turistas. O presente estudo aplicou uma metodologia quantitativa, com recolha de dados atravĂ©s de inquĂ©rito por questionĂĄrio. O questionĂĄrio foi aplicado a 51 potenciais ou reais enoturistas, que vivessem na regiĂŁo Norte e Centro de Portugal. Os dados obtidos foram analisados com recurso ao programa IBM Statistical Package for Social Sciences(SPSS). Os resultados deste estudo comprovam que o enoturista real ou potencial Ă© maioritariamente do gĂ©nero feminino, tem idade entre os 18 e os 24 anos, tambĂ©m possui habilitaçÔes acadĂ©micas superiores ou equivalente, aufere um rendimento mensal lĂquido atĂ© 1000⏠e vive na regiĂŁo Norte e Centro de Portugal. Com vista a responder ao segundo objetivo, tambĂ©m se pode concluir que as agĂȘncias de viagens influenciam diretamente a customização de packagings de enoturismo e alĂ©m disso a customização Ă© um fator essencial para melhorar a qualidade dos serviços das agĂȘncias. de viagens. Adicionalmente, a qualidade dos vinhos, o destino enoturĂstico, o atendimento personalizado e o acompanhamento dos guias sĂŁo elementos que os enoturistas potenciais ou reais mais valorizam num packaging de enoturismo (objetivo3); a flexibilidade das agĂȘncias de viagens em ajustar os packagings Ă s preferĂȘncias dos consumidores Ă© um fator chave para tornar o cliente fiel e influenciar a decisĂŁo de compra futura. As agĂȘncias de viagens deverĂŁo colaborar com operadores com serviços de guias especializados, incentivando a sua formação e investir na criação de packagings de enoturismo para um pĂșblico-alvo mais jovem.
Wine tourism is a growing sector of tourism that stands out for its economic and cultural contribution to certain regions. Travel agencies play a key role in creating packages that meet the needs of consumers and are in line with tourists' expectations. The personalization of these packages influences tourist satisfaction and loyalty. In this sense, studying the role of travel agencies in creating personalized offers is key to optimizing competitiveness. In addition, this topic is relevant to the academic sector, but also to tourism professionals, as it provides details on how to improve servisse offerings. The general objective of this research is to analyze and understand the role of travel agencies in the development of tourist packagings for wine tourism, based on the perception and satisfaction of tourists. Its specific objectives are as follows: to determine the sociodemographic profile of actual or potential wine tourists living in the North and Centre regions of Portugal; to assess the influence of travel agencies on the customization of wine tourism packagings; to describe the elements most valued by tourists in customized wine tourism packagings and to investigate the relationship between the customization of wine tourism packagings and tourist loyalty. This study applied a quantitative methodology, collecting data through a questionnaire survey. The questionnaire was applied to 51 potential or actual wine tourists living in the North and Center of Portugal. The data obtained was analyzed using the IBM Statistical Package for Social Sciences (SPSS). The results of this study show that the majority of potential or actual wine tourists are female, aged between 18 and 24, have higher education degrees or equivalent, earn a net monthly income of up to âŹ1,000 and live in the North and Center of Portugal. In order to answer the second objective, it can be said that travel agencies directly influence the customization of wine tourism packages, and that customization is an essential factor in improving the quality of travel agency services. In addition, the quality of the wines, the wine tourism destination, the personalized service and the accompaniment of the guides are elements that potential or actual wine tourists value most in wine tourism packaging (objective 3); the flexibility of travel agencies in adjusting packagings to consumer preferences is a key factor in making customers loyal and influencing future purchasing decisions. Travel agencies should collaborate with operators with specialized guide services, encouraging their training and investing in the creation of wine tourism packages for a younger target audience.
Wine tourism is a growing sector of tourism that stands out for its economic and cultural contribution to certain regions. Travel agencies play a key role in creating packages that meet the needs of consumers and are in line with tourists' expectations. The personalization of these packages influences tourist satisfaction and loyalty. In this sense, studying the role of travel agencies in creating personalized offers is key to optimizing competitiveness. In addition, this topic is relevant to the academic sector, but also to tourism professionals, as it provides details on how to improve servisse offerings. The general objective of this research is to analyze and understand the role of travel agencies in the development of tourist packagings for wine tourism, based on the perception and satisfaction of tourists. Its specific objectives are as follows: to determine the sociodemographic profile of actual or potential wine tourists living in the North and Centre regions of Portugal; to assess the influence of travel agencies on the customization of wine tourism packagings; to describe the elements most valued by tourists in customized wine tourism packagings and to investigate the relationship between the customization of wine tourism packagings and tourist loyalty. This study applied a quantitative methodology, collecting data through a questionnaire survey. The questionnaire was applied to 51 potential or actual wine tourists living in the North and Center of Portugal. The data obtained was analyzed using the IBM Statistical Package for Social Sciences (SPSS). The results of this study show that the majority of potential or actual wine tourists are female, aged between 18 and 24, have higher education degrees or equivalent, earn a net monthly income of up to âŹ1,000 and live in the North and Center of Portugal. In order to answer the second objective, it can be said that travel agencies directly influence the customization of wine tourism packages, and that customization is an essential factor in improving the quality of travel agency services. In addition, the quality of the wines, the wine tourism destination, the personalized service and the accompaniment of the guides are elements that potential or actual wine tourists value most in wine tourism packaging (objective 3); the flexibility of travel agencies in adjusting packagings to consumer preferences is a key factor in making customers loyal and influencing future purchasing decisions. Travel agencies should collaborate with operators with specialized guide services, encouraging their training and investing in the creation of wine tourism packages for a younger target audience.
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RelatĂłrio de estĂĄgio
Keywords
Enoturismo Enoturistas AgĂȘncia de viagens Packagings turĂsticos Wine tourism Wine tourists Travel agency Tour packages