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Authors
Advisor(s)
Abstract(s)
Este estudo visa desenvolver um circuito de enoturismo de luxo, denominado
“Generations in Grapes”, direcionado para famílias com crianças, utilizando as
instalações do grupo The Fladgate Partnership. A pertinência deste estudo destaca-se
pela lacuna existente no setor do enoturismo de luxo, onde as ofertas adaptadas para
famílias, especialmente com crianças, ainda são limitadas. Embora o turismo de luxo
seja um setor em crescimento, o desenvolvimento de experiências que possam ser
usufruídas por toda a família permanece subaproveitado. Este projeto contribui para
preencher essa lacuna, trazendo uma proposta inovadora que combina a exclusividade
do enoturismo com a inclusão familiar, beneficiando tanto as empresas do setor como
os próprios enoturistas. Para atingir esse propósito, foram realizadas 12 entrevistas semiestruturadas
com profissionais do setor, utilizando uma abordagem qualitativa exploratória. As
entrevistas permitiram recolher perceções sobre as motivações e necessidades dos
enoturistas de luxo que viajam com famílias, bem como os desafios e oportunidades na
criação de programas inclusivos para este segmento. Os resultados revelam que,
embora as infraestruturas para crianças em unidades de enoturismo sejam limitadas,
existe uma procura crescente por experiências que envolvam toda a família. Atividades
adaptadas para crianças, como workshops educativos e opções gastronómicas
harmonizadas com bebidas não alcoólicas, são vistas como essenciais para aumentar a
satisfação e a fidelização deste público. O estudo também identifica estratégias de marketing eficazes, com destaque
para o uso de plataformas digitais e redes sociais na promoção do circuito. Por fim, a
investigação conclui que o circuito proposto contribui para a diversificação da oferta de
enoturismo, alinhando-se com as tendências de turismo sustentável e familiar,
enquanto reforça a posição do grupo The Fladgate Partnership como líder no
enoturismo de luxo.
This study aims to develop a luxury wine tourism circuit, called “GenerationsinGrapes,” tailored for families with children, using the facilities of TheFladgatePartnership. The relevance of this study lies in addressing a gap in the luxurywinetourism market, where offerings specifically designed for families with childrenremainlimited. Although luxury tourism is a growing sector, the development of experiencesthat accommodate the entire family is still underexplored. This project helps tofill thatgap by offering an innovative proposal that merges exclusivity with familyinclusivity, benefiting both the industry and wine tourists. To achieve this, 12 semi-structured interviews were conducted withindustryprofessionals using an exploratory qualitative approach. The interviews providedinsights into the motivations and needs of luxury wine tourists traveling withfamilies, as well as the challenges and opportunities in creating inclusive programs forthistarget group. The findings indicate that, while infrastructure for childrenat wineriesremains limited, there is a growing demand for experiences that cater totheentirefamily. Child-friendly activities, such as educational workshops and non-alcoholictasting options, are deemed essential for enhancing satisfaction and loyaltywithinthisdemographic. The study also identifies effective marketing strategies, particularlyleveragingdigital platforms and social media to promote the circuit. Ultimately, theresearchconcludes that the proposed circuit contributes to the diversification of winetourismofferings, aligning with trends in sustainable and family-friendly tourism, whilereinforcing The Fladgate Partnership’s leadership in the luxury wine tourismsector. Keywords: wine tourism, luxury tourism, luxury wine tourism, family tourism, TheFladgate Partnership, child-friendly activities.
This study aims to develop a luxury wine tourism circuit, called “GenerationsinGrapes,” tailored for families with children, using the facilities of TheFladgatePartnership. The relevance of this study lies in addressing a gap in the luxurywinetourism market, where offerings specifically designed for families with childrenremainlimited. Although luxury tourism is a growing sector, the development of experiencesthat accommodate the entire family is still underexplored. This project helps tofill thatgap by offering an innovative proposal that merges exclusivity with familyinclusivity, benefiting both the industry and wine tourists. To achieve this, 12 semi-structured interviews were conducted withindustryprofessionals using an exploratory qualitative approach. The interviews providedinsights into the motivations and needs of luxury wine tourists traveling withfamilies, as well as the challenges and opportunities in creating inclusive programs forthistarget group. The findings indicate that, while infrastructure for childrenat wineriesremains limited, there is a growing demand for experiences that cater totheentirefamily. Child-friendly activities, such as educational workshops and non-alcoholictasting options, are deemed essential for enhancing satisfaction and loyaltywithinthisdemographic. The study also identifies effective marketing strategies, particularlyleveragingdigital platforms and social media to promote the circuit. Ultimately, theresearchconcludes that the proposed circuit contributes to the diversification of winetourismofferings, aligning with trends in sustainable and family-friendly tourism, whilereinforcing The Fladgate Partnership’s leadership in the luxury wine tourismsector. Keywords: wine tourism, luxury tourism, luxury wine tourism, family tourism, TheFladgate Partnership, child-friendly activities.
Description
Trabalho de projeto
Keywords
Enoturismo Turismo de luxo Enoturismo de luxo Turismo familiar The Fladgate Partnership Atividades adaptadas para crianças Wine tourism Luxury tourism Luxury wine tourism Family tourism Child-friendly activities