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Advisor(s)
Abstract(s)
Gastronomia e Vinhos tem sido um produto premium da entidade nacional de
gestão do destino turístico Portugal (Turismo de Portugal, I.P.), desde o primeiro Plano
Estratégico Nacional para o Turismo até à atualidade, com crescente visibilidade e
prémios na área alimentar. Não obstante, a investigação internacional aponta para a
necessidade emergente de um conhecimento especializado desta indústria no contexto
português, nomeadamente das suas variadas denominações e potenciais segmentos de
procura turística alimentar. O objetivo principal deste estudo consiste em clarificar a
denominação atribuída a esta tipologia turística em Portugal, e identificar potenciais
segmentos na sua respetiva procura turística, emparelhados com a restauração. Devido
à atual situação de pandemia, foi criada uma metodologia exploratória para três grupos
focais: um de especialistas de diversas áreas afetas ao tema central da investigação
(alimentação, restauração e turismo), e dois dos principais mercados emissores de
turismo em Portugal (Portugal e Espanha), adaptados a um formato online, recorrendo a
estímulos visuais, e à análise qualitativa de dados através de um software especializado.
O grupo focal de especialistas da área alimentar produziu uma dinâmica contrastante,
com pontos de vista especializados, mas com conclusões consensuais. A categoria mais
debatida foi ‘Mercado de turismo alimentar’, e os dados produzidos durante a sessão
provaram ser um ponto de partida incontornável da metodologia desta investigação. O
grupo de discussão de turistas do mercado interno revelou uma dinâmica profusa, com
o debate mais longo online, tendo-se verificado uma clara saturação de discussão na
subcategoria de ‘Desafios e respostas no turismo alimentar’. O grupo focal de turistas
espanhóis, embora com um recrutamento desafiante, apresentou uma profícua
interação: todos os participantes demonstraram muito conhecimento sobre a cozinha
portuguesa, sendo na sua maioria turistas recorrentes em Portugal, e com um elevado
nível de satisfação em relação à oferta alimentar em Portugal. Os três grupos
demonstram atingir um consenso genérico em relação à utilização do termo ‘turismo
gastronómico’ para as atividades turísticas afetas à alimentação, terminologia que a
revisão da literatura indica ser a mais frequente para a produção científica a nível
europeu. No entanto, as conclusões da análise qualitativa destes grupos revelaram que a
procura turística destes participantes em Portugal é diversificada a nível alimentar, sendo que vários dos turistas portugueses e espanhóis preferem variar no tipo de espaços
de consumo alimentar. Os mesmos elegeram ainda ambientes mais informais de
consumo, com comida local, partilhados pelos residentes, recorrendo a informantes
locais. Estes atributos apresentaram-se como garantia de uma autenticidade alimentar
não ensaiada. A investigação produziu ainda uma caracterização das cinco tipologias de
restauração mais procuradas pelos turistas nacionais e espanhóis. Esta dissertação
revelou um conjunto de dados que o panorama de produção académica, até à data, não
havia demonstrado no contexto do turismo de expressão alimentar em Portugal. Através
da abordagem metodológica da descrição exaustiva das unidades de contexto analisadas
nos três grupos focais, este trabalho poderá contribuir quer para a definição de
estratégias concertadas de promoção diversificada do turismo de expressão alimentar
em Portugal, quer como ponto de partida sólido para investigações futuras.
Gastronomy and Wines has been a premium food tourism product of the national Destination Management Organization (Tourism of Portugal) since its first National Strategic Plan for Tourism, to the present one having gained visibility and food awards. However, international research points out the emergent need to have in-depth knowledge of this industry, namely on the numerous given designations and its potential segmentations in the food tourism demand. The main objective of this study is to clarify the designation for this tourism typology in Portugal and to identify potential food tourism demand segmentations, paired up with the restaurant industry. To do this, and due to the present pandemics, an exploratory methodology was created for three focus groups: experts from various areas related to the research theme (food, catering, and tourism); and two of the main tourism issuing markets in Portugal (Portugal and Spain). These were adapted to an online format, using visual stimuli and a computer-assisted qualitative data analysis software. The Portuguese food experts focus group dynamics produced contrasting and in-depth viewpoints, reflecting the expertise of each participant, but with several consensual group conclusions. The category most discussed was ‘Food tourism market’, and the data produced throughout the session, presented itself as an unquestionable starting point for the chosen methodology of the present research. In the Portuguese tourists focus group there was a clear group dynamics saturation in the subcategory of ‘Challenges and answers in food tourism’, producing much data. The Spanish tourists focus group, though challenging in its recruitment, revealed a relevant interaction: all the participants were very much informed about the Portuguese cuisine, most of them being recurrent tourists in Portugal, overall showing a high level of satisfaction on the food offer of this country. The three groups demonstrated a consensus regarding the chosen designation of the term 'gastronomy tourism' for tourism activities related to food, terminology that the literature review suggests as the most frequent for scientific production, in the European context. However, the conclusions of the qualitative analysis revealed that these participants’ tourism demand in Portugal is diversified foodwise, and several of the Portuguese and Spanish tourists prefer to use varied food consumption places. They also elected more informal consumption ambiences, with local food, shared by residents, and using local informants. These attributes were presented as a guarantee of an unrehearsed food authenticity. This study also characterized five types of restaurants most sought after by Portuguese and Spanish tourists. This research presented a set of data that academia, to this date, has not revealed in the context of the Portuguese gastronomy tourism. Through the thick description methodological approach of the analyzed context units in the three focus groups, this research can contribute both to the definition of accurate promotional strategies for the diversified demand market in food tourism is in Portugal, and as a solid starting point for future related studies.
Gastronomy and Wines has been a premium food tourism product of the national Destination Management Organization (Tourism of Portugal) since its first National Strategic Plan for Tourism, to the present one having gained visibility and food awards. However, international research points out the emergent need to have in-depth knowledge of this industry, namely on the numerous given designations and its potential segmentations in the food tourism demand. The main objective of this study is to clarify the designation for this tourism typology in Portugal and to identify potential food tourism demand segmentations, paired up with the restaurant industry. To do this, and due to the present pandemics, an exploratory methodology was created for three focus groups: experts from various areas related to the research theme (food, catering, and tourism); and two of the main tourism issuing markets in Portugal (Portugal and Spain). These were adapted to an online format, using visual stimuli and a computer-assisted qualitative data analysis software. The Portuguese food experts focus group dynamics produced contrasting and in-depth viewpoints, reflecting the expertise of each participant, but with several consensual group conclusions. The category most discussed was ‘Food tourism market’, and the data produced throughout the session, presented itself as an unquestionable starting point for the chosen methodology of the present research. In the Portuguese tourists focus group there was a clear group dynamics saturation in the subcategory of ‘Challenges and answers in food tourism’, producing much data. The Spanish tourists focus group, though challenging in its recruitment, revealed a relevant interaction: all the participants were very much informed about the Portuguese cuisine, most of them being recurrent tourists in Portugal, overall showing a high level of satisfaction on the food offer of this country. The three groups demonstrated a consensus regarding the chosen designation of the term 'gastronomy tourism' for tourism activities related to food, terminology that the literature review suggests as the most frequent for scientific production, in the European context. However, the conclusions of the qualitative analysis revealed that these participants’ tourism demand in Portugal is diversified foodwise, and several of the Portuguese and Spanish tourists prefer to use varied food consumption places. They also elected more informal consumption ambiences, with local food, shared by residents, and using local informants. These attributes were presented as a guarantee of an unrehearsed food authenticity. This study also characterized five types of restaurants most sought after by Portuguese and Spanish tourists. This research presented a set of data that academia, to this date, has not revealed in the context of the Portuguese gastronomy tourism. Through the thick description methodological approach of the analyzed context units in the three focus groups, this research can contribute both to the definition of accurate promotional strategies for the diversified demand market in food tourism is in Portugal, and as a solid starting point for future related studies.
Description
Dissertação de mestrado
Keywords
Turismo alimentar em Portugal Procura turística alimentar Segmentação no mercado turístico alimentar Restauração no turismo Turismo gastronómico Food tourism in Portugal Food tourism demand Food tourism market segmentation Tourist restaurant industry Gastronomy tourism