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Authors
Advisor(s)
Abstract(s)
Devido ao forte crescimento e impacto que o turismo tem tido em Portugal,
os empresários sentem cada vez mais a necessidade de investir e criar espaços que
possam promover as localidades e ter a oportunidade de apresentar um produto ou
serviço diferenciador, conseguindo assim captar a atenção dos turistas.
Neste âmbito, o presente projeto tem como objetivo principal a
implementação de uma Casa de Campo no concelho de Anadia, com foco especial
no enoturismo, de forma a promover a interação dos turistas com o concelho e com
a Região da Bairrada.
Para alcançar este objetivo, foi utilizada uma metodologia quantitativa
através da elaboração das projeções financeiras do plano de negócios e uma
metodologia qualitativa através das quatro entrevistas semiestruturadas, que
permitiu pela análise de conteúdo perceber como funciona e como são promovidos
o turismo e o enoturismo no concelho de Anadia e na Região da Bairrada, bem como
identificar os principais “players”e entidades responsáveis por este funcionamento
e promoção. Foi também percetível através das entrevistas realizadas o potencial
que este projeto terá aquando da sua implementação.
Foram utilizados três indicadores operacionais para o estudo e delineação
da estratégia de operação, sendo estes: nível da procura; tipologia de cliente; tarifas
médias. O nível de procura do concelho de Anadia e da Região da Bairrada, é
elevado maioritariamente no verão, verificando uma grande procura entre junho e
setembro, o que faz também que se caracterize como um destino sazonal, uma vez
que nos meses de inverno a procura é mais baixa.
0 tipo de cliente que se verifica na Região, e um cliente que pretende fugir
do stress e ritmo dos centros de cidade, que procura o turismo em espaço rural, que
pretende vivenciar novas experiências, nomeadamente a interação com a
população e agentes locais, de forma a conhecer os seus costumes e tradições. As
tarifas médias definidas tiveram como base aquilo que é praticado pelo mercado,
pretendendo-se estar na mesma linha de tarifa praticadas pela concorrência.
O referido plano de negócios apresenta comos principais resultados um
VAL - Valor Atualizado Líquido positivo nas três perspetivas analisadas: Na Perspetiva Pós-Financiamento foi obtido um VAL de 21395€ (valor residual) e de 123 066€ (perpetuidade);
Na Perspetiva Pré-Financiamento foi obtido um VAL de 997€ (valor
residual) e de 19 124€ (perpetuidade);
Na Perspetiva do Investidor foi obtido um VAL de 12 382€ (valor residual)
e de 2 536€ (perpetuidade).
Uma vez que o VAL é positivo nas três perspetivas, o projeto apresenta uma
Viabilidade económico-financeira permitindo a sua implementação de uma forma imediata.
Due to the strong growth and impact that tourism has had in Portugal, entrepreneurs increasingly feel the need to invest and create spaces that can promote localities and to have the opportunity to present a differentiating product or service, thus managing to capture the attention of tourists. In this context, the main goal of this project is the implementation of a Casa de Campo in the county of Anadia, with a special focus on wine tourism, to promote the interaction of tourists with the county and the Bairrada region. To achieve this goal, a quantitative methodology was used through the elaboration of the financial projections of the business plan and a qualitative methodology through the four semi-structured interviews, which allowed through content analysis to understand how tourism and wine tourism are promoted in the county of Anadia and in the region of Bairrada, as well as identifying the main “players” and entities responsible for this operation and promotion. It was also noticeable through the interviews carried out the potential that this project will have during its implementation. Three operational indicators were used for the study and delineation of the operation strategy, namely: demand level; customer typology; average rates. The level of demand in the county of Anadia and the Region of Bairrada, is mostly high in the summer, verifying a great demand between June and September, which also makes it characterized as a seasonal destination, since in the winter months demand is lower. The type of client found in the Region is a client who wants to escape the stress and rhythm of city centers, who seek tourism in rural areas, who want to experience new experiences, namely the interaction with the population and local producers, to get to know their customs and traditions. The average tariffs defined were based on what is practiced by the market, intending to be in line with the tariff practiced by the competition. The aforementioned business plan presents as its main results a positive Net Per Value in the three perspectives analyzed: In the Post-Financing Perspective, a Net Per Value of €21,395 (residual value) and €123,066 (perpetuity) was obtained; In the Pre-Financing Perspective, a Net Per Value of €997 (residual value) and €l9,124 (perpetuity) was obtained; From the lnvestor's Perspective, a Net Per Value of €12,382 (residual value) and €2,536 (perpetuity) was obtained €2,536 (perpetuity) was obtained. Since the Net Per Value is positive in all three perspectives, the project is economically and financially viable, allowing its immediate implementation.
Due to the strong growth and impact that tourism has had in Portugal, entrepreneurs increasingly feel the need to invest and create spaces that can promote localities and to have the opportunity to present a differentiating product or service, thus managing to capture the attention of tourists. In this context, the main goal of this project is the implementation of a Casa de Campo in the county of Anadia, with a special focus on wine tourism, to promote the interaction of tourists with the county and the Bairrada region. To achieve this goal, a quantitative methodology was used through the elaboration of the financial projections of the business plan and a qualitative methodology through the four semi-structured interviews, which allowed through content analysis to understand how tourism and wine tourism are promoted in the county of Anadia and in the region of Bairrada, as well as identifying the main “players” and entities responsible for this operation and promotion. It was also noticeable through the interviews carried out the potential that this project will have during its implementation. Three operational indicators were used for the study and delineation of the operation strategy, namely: demand level; customer typology; average rates. The level of demand in the county of Anadia and the Region of Bairrada, is mostly high in the summer, verifying a great demand between June and September, which also makes it characterized as a seasonal destination, since in the winter months demand is lower. The type of client found in the Region is a client who wants to escape the stress and rhythm of city centers, who seek tourism in rural areas, who want to experience new experiences, namely the interaction with the population and local producers, to get to know their customs and traditions. The average tariffs defined were based on what is practiced by the market, intending to be in line with the tariff practiced by the competition. The aforementioned business plan presents as its main results a positive Net Per Value in the three perspectives analyzed: In the Post-Financing Perspective, a Net Per Value of €21,395 (residual value) and €123,066 (perpetuity) was obtained; In the Pre-Financing Perspective, a Net Per Value of €997 (residual value) and €l9,124 (perpetuity) was obtained; From the lnvestor's Perspective, a Net Per Value of €12,382 (residual value) and €2,536 (perpetuity) was obtained €2,536 (perpetuity) was obtained. Since the Net Per Value is positive in all three perspectives, the project is economically and financially viable, allowing its immediate implementation.
Description
Trabalho de projeto
Keywords
Plano de negócios Turismo em espaço rural Enoturismo Business plan Rural tourism Winetourism