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Advisor(s)
Abstract(s)
O turismo de eventos tem vindo, nos últimos anos, a assumir uma importância
crescente para os diversos destinos turísticos. Na atualidade a relevância dos eventos
evidencia-se em termos sociais e económicos, na medida em que contribuem para a
animação e coesão social de uma cidade, região ou país, com um nível de receitas
relevante e diminuição de gastos para os seus stakeholders (Van Vliet, 2012). Também
têm vindo a crescer exponencialmente em termos de volume, diversidade e
popularidade (Crompton & Mclay, 1997; Getz, 2005). Alguns dos eventos que geram
maior receita para os países onde são realizados, estão relacionados com:
i) os festivais de verão, que todos os anos são frequentados por milhares de
jovens, arrastados pelos cartazes apelativos e publicidade em todos os meios
de comunicação;
ii) os eventos de Rally, com os seus condutores profissionais e carros de corrida,
que atraem pessoas duma faixa etária mais adulta;
iii) os desfiles de moda, com as tendências para o ano seguinte. Cada destino
turístico é diferente e motiva competição com os outros, devido à
diversidade de atrações turísticas e eventos exclusivos que possui.
Nessa perspetiva, o presente trabalho pretende analisar o São João, um evento
específico que se realiza na cidade do Porto, por forma a identificar as motivações das
pessoas que nele participam e que o visitam (turistas e residentes locais). Pretende,
adicionalmente, perceber a tradição e a sua evolução, elementos que o tornam único,
característico da cidade do Porto e já com visibilidade além-fronteiras.
Para a recolha de dados, optou-se por uma abordagem quantitativa, com recurso a
inquéritos por questionário, disponibilizados em português, realizados online aos
participantes nacionais que visitam e participam no São João. Os resultados evidenciam
que o São João desempenha um papel crucial enquanto evento popular na cidade do
Porto, encaixando-se nas seis características necessárias para ser designado como
evento único e raro; destacam ainda que os organizadores precisam de ter em conta os
feedbacks fornecidos pelos participantes após o evento. São apresentadas sugestões de
criação de packagings turísticos alusivos ao São João, com possibilidade de
personalização de acordo com os gostos e motivações complementares na visita ao destino: Turismo Religioso, o Enoturismo e Turismo Gastronómico, o Turismo Cultural
e Paisagístico, e o Turismo Literário.
Event tourism has been, in recent years, assuming a growing importance for the several tourism destinations. Currently the relevance of events reveals itself in social and economic terms, to the extent that they contribute to the animation and social cohesion of a city, region, or country, with a relevant level of revenue, and decrease of expenses for its stakeholders (Van Vliet, 2012). They have also been growing exponentially in terms of quantity, diversity, and popularity (Crompton & Mclay, 1997; Getz, 2005). Some of the events that generate the most revenue for the countries where they are held are related to: i) summer festivals, which are attended by thousands of young people every year, drawn by the eye-catching posters and advertising in all media; ii) Rally events, with their professional drivers and racing cars, which attract people from a more adult age group; iii) fashion shows, with the trends for the following year. Each tourism destination is different and motivates competition with others, due to the diversity of tourist attractions and unique events it has. In this perspective, this research intends to analyze São João, a specific event that takes place in Porto, to identify the motivations of the people who participate and visit it (tourists and residents). It also intends to understand its tradition and evolution, elements that make it unique, characteristic of the city of Porto and already visible abroad. For data collection, a quantitative approach was chosen, using questionnaire surveys, available in Portuguese, conducted online to national participants who visit and participate in the São João. The results show that São João plays a crucial role as a popular event in the city of Porto, fitting the six characteristics needed to be designated as a unique and rare event. They also highlight those organizers need to be aware of the feedback provided by participants after the event. Suggestions are made for the creation of tourism packages allusive to São João, with the possibility of customization according to the preferences and complementary motivations when visiting the destination: Religious Tourism, Wine Tourism and Gastronomic Tourism, Cultural and Landscape Tourism, and Literary Tourism.
Event tourism has been, in recent years, assuming a growing importance for the several tourism destinations. Currently the relevance of events reveals itself in social and economic terms, to the extent that they contribute to the animation and social cohesion of a city, region, or country, with a relevant level of revenue, and decrease of expenses for its stakeholders (Van Vliet, 2012). They have also been growing exponentially in terms of quantity, diversity, and popularity (Crompton & Mclay, 1997; Getz, 2005). Some of the events that generate the most revenue for the countries where they are held are related to: i) summer festivals, which are attended by thousands of young people every year, drawn by the eye-catching posters and advertising in all media; ii) Rally events, with their professional drivers and racing cars, which attract people from a more adult age group; iii) fashion shows, with the trends for the following year. Each tourism destination is different and motivates competition with others, due to the diversity of tourist attractions and unique events it has. In this perspective, this research intends to analyze São João, a specific event that takes place in Porto, to identify the motivations of the people who participate and visit it (tourists and residents). It also intends to understand its tradition and evolution, elements that make it unique, characteristic of the city of Porto and already visible abroad. For data collection, a quantitative approach was chosen, using questionnaire surveys, available in Portuguese, conducted online to national participants who visit and participate in the São João. The results show that São João plays a crucial role as a popular event in the city of Porto, fitting the six characteristics needed to be designated as a unique and rare event. They also highlight those organizers need to be aware of the feedback provided by participants after the event. Suggestions are made for the creation of tourism packages allusive to São João, with the possibility of customization according to the preferences and complementary motivations when visiting the destination: Religious Tourism, Wine Tourism and Gastronomic Tourism, Cultural and Landscape Tourism, and Literary Tourism.
Description
Dissertação de mestrado
Keywords
Cocriação Eventos Inovação Porto São João Turismo de eventos Co-creation Events Innovation