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Authors
Advisor(s)
Abstract(s)
A procura pelo turismo rural e pelo turismo de saúde e bem-estar tem crescido
nos últimos anos, pois a pessoas procuram cada vez mais o contacto com a natureza o
cuidar de si mesmas para assim atingirem uma maior longevidade.
O objetivo deste projeto de conclusão do mestrado é a verificação da viabilidade
de uma futura empresa que implantará uma unidade hoteleira que aliará o turismo rural
ao turismo de saúde e bem-estar. A futura empresa oferecerá serviços a turistas que
procuram fugir da rotina e um contacto mais próximo com a natureza. Para isso
oferecerá ao mercado um modelo de negócios diferenciador que permitirá ao turista a
possibilidade do adquirir pacotes de experiências, ou regime de tudo incluído
(experiências, alojamento e refeições).
Para a realização do objetivo proposto analisamos o estado da arte relativa a
Turismo Rural, Turismo de Saúde e Bem-Estar, Impacto da Covid-19 no turismo e ainda
do Plano de Negócios, o que permitiu encontrar as questões necessárias ao estudo do
mercado e a realização do referido plano de negócios. Foi aplicada a metodologia
quantitativa, através de realização de um inquérito, para o estudo do mercado. Utilizou-se o modelo proposto polo IAPMEl - Agência para a Competitividade e Inovação para a
elaboração do plano de negócios que engloba a respetiva avaliação de projetos do
investimentos.
O investimento a realizar é viável tanto na perspetiva do projeto como na
perspetiva do investidor. Na perspetiva do projeto, o VAL - Valor Atual Líquido (calculado
a taxa do desconto do 10,25%) é igual a 924 007€, a TIR — Taxa lnterna de Rentabilidade
é do 24,44% e o payback é de 4 anos. Na perspetiva do investidor o VAL - Valor Atual
Liquido (idem 10,25%) é igual a 2153 856€, a TIR - Taxa lnterna de Rentabilidade é de
33,35% e o payback é de 4 anos.
The demand for rural tourism and health and wellness tourism has grown in recent years, as people increasingly seek contact with nature and take care of themselves in order to achieve greater longevity. The main goal of this master’s degree project is to verify the viability of a future company that will implement an accommodation unit that will combine rural tourism with health and wellness tourism. The future company will other services to tourists seeking to escape the routine and a closer contact with nature. To this end, it will offer to the market a differentiating business model that will allow tourists the possibility to purchase experience packages, on all-inclusive basis (experiences, accommodation and meals). In order to achieve the proposed main goal, we analyzed the state of the art regarding Rural Tourism, Health and Wellness Tourism, the Impact of Covid-19 on tourism and also the Business Plan, which allowed us to find the necessary questions for the market study and the realization of the referred business plan. For the market study, the quantitative methodology was applied, through the application of a survey. For the business plan it was used the model proposed by IAPMEl - Agência para a Competitividade e Inovação, that includes the respective evaluation of investment projects. The investment to be made is viable both from the project's perspective and from the investor's perspective. From the project's perspective, the NPV - Net Present Value (calculated at a discount rate of 10.25%) is equal to 924 077€, the IRR - Internal Rate of Return is 24,44% and the payback is 4 years. From the investor’s perspective, the NPV - Net Present Value (idem 10.25%) is equal to 2 153 856€, the IRR - Internal Rate of Return is 33,35% and the payback is 4 years.
The demand for rural tourism and health and wellness tourism has grown in recent years, as people increasingly seek contact with nature and take care of themselves in order to achieve greater longevity. The main goal of this master’s degree project is to verify the viability of a future company that will implement an accommodation unit that will combine rural tourism with health and wellness tourism. The future company will other services to tourists seeking to escape the routine and a closer contact with nature. To this end, it will offer to the market a differentiating business model that will allow tourists the possibility to purchase experience packages, on all-inclusive basis (experiences, accommodation and meals). In order to achieve the proposed main goal, we analyzed the state of the art regarding Rural Tourism, Health and Wellness Tourism, the Impact of Covid-19 on tourism and also the Business Plan, which allowed us to find the necessary questions for the market study and the realization of the referred business plan. For the market study, the quantitative methodology was applied, through the application of a survey. For the business plan it was used the model proposed by IAPMEl - Agência para a Competitividade e Inovação, that includes the respective evaluation of investment projects. The investment to be made is viable both from the project's perspective and from the investor's perspective. From the project's perspective, the NPV - Net Present Value (calculated at a discount rate of 10.25%) is equal to 924 077€, the IRR - Internal Rate of Return is 24,44% and the payback is 4 years. From the investor’s perspective, the NPV - Net Present Value (idem 10.25%) is equal to 2 153 856€, the IRR - Internal Rate of Return is 33,35% and the payback is 4 years.
Description
Keywords
Turismo rural Turismo de saúde e bem-estar Plano de negócios Empreendimento turístico Rural tourism Health and wellness tourism Business plan Accomodation unit