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Advisor(s)
Abstract(s)
Nos últimos anos tem se verificado um crescimento exponencial do turismo num
contexto mundial, e Portugal não é exceção. Este fenómeno promoveu o
desenvolvimento do turismo em massa nas principais cidades turísticas como o Porto e
Lisboa, conduzindo ao aparecimento de tipos de turismo “alternativos”, tais como o
turismo rural, fortemente promovido pelas instituições. Esta tipologia de turismo
tornou-se, assim, um fator novo e relevante no desenvolvimento rural, atraindo fluxos
de turistas para estas áreas, motivados não só pelas caraterísticas físicas, mas também
pela sua dimensão espiritual. Localizadas em territórios de baixa densidade, as Aldeias
Históricas de Portugal consistem num dos melhores exemplos em Portugal, de
desenvolvimento regional na ótica da sustentabilidade.
Contudo, apesar de ser um tema tão importante atualmente, e que confere longevidade
aos destinos, a sua abordagem na perspetiva do turismo consciente é ainda pouco
valorizada do ponto de vista da comunidade científica.
Objetivo – O estudo debate-se sobre as caraterísticas dos turistas que procuram
destinos rurais, os seus comportamentos, bem como a sua consciencialização e
perceção acerca dos possíveis impactes que estes poderão causar. Assim, os objetivos
gerais são: compreender a perspetiva da experiência turística na região abrangida pelas
Aldeias Históricas de Portugal e averiguar a existência de comportamentos conscientes
nos destinos rurais.
Metodologia – Para responder aos objetivos propostos foi aplicada uma metodologia
mista, com recurso ao inquérito por questionário e entrevista semiestruturada. Foram
realizadas entrevistas a duas representantes de DMO, a Coordenadora Executiva das
Aldeias Históricas de Portugal e a Diretora de Operações Turísticas da Turismo do
Centro. O inquérito por questionário foi aplicado a 453 participantes que já tivessem
visitado alguma das Aldeias Históricas de Portugal. Os dados obtidos foram analisados
com recurso ao programa Statistical Package for Social Sciences (SPSS) versão 25,
permitindo testar as hipóteses de investigação previamente definidas.
Resultados – Os resultados comprovam que, as caraterísticas demográficas influenciam
a aplicação de práticas conscientes e a perceção acerca do conceito de turismo
consciente, as razões que levam a visitar as Aldeias Históricas influenciam a atitude em
relação à aquisição de serviços/produtos; existe uma relação entre as motivações da
viagem e a existência de comportamentos conscientes no destino. Verifica-se também
que as principais razões que levam a visitar as Aldeias Históricas determinam a
satisfação global do destino, que os comportamentos assumidos no destino se
relacionam com as atividades, e que a atitude consciente contribuirá para a satisfação
global do destino.
Limitações e implicações – Surgiram limitações no que respeita ao processo de recolha
de dados, primeiramente em relação às entrevistas, pois nem todos os entrevistados
apresentaram disponibilidade para o agendamento das mesmas. Devido ao facto da
área geográfica escolhida se dividir em 12 aldeias diferentes, que pertencem a diversos
concelhos, foram sentidas dificuldades na aplicação presencial dos inquéritos e também
na generalização dos dados recolhidos, a que acrescem os impedimentos devidos à
Covid’19.
Implicações práticas – A presente investigação pretende reforçar a importância que a
sustentabilidade e o desenvolvimento de práticas e comportamentos conscientes
assumem no desenvolvimento regional das áreas rurais que são, por norma, mais
fragilizadas. Torna-se importante estender a outros destinos o tema do turismo
consciente aliado ao desenvolvimento sustentável, aprofundando a investigação no
âmbito do perfil individual e comportamental do turista rural, por forma a adaptar o
destino às suas necessidades e expetativas, tendo em conta o limiar em que deixa de
ser possível manter o nível de utilização dos recursos renováveis disponíveis.
Originalidade/valor – Esta investigação incide sobre os destinos rurais, que nos últimos
anos têm sido bastante valorizados do ponto de vista da procura turística e que, com a
atual situação da Covid’19, despoletaram um maior interesse por parte dos turistas.
Atendendo aos impactes inerentes à atividade turística, é imprescindível o
desenvolvimento de estudos que ressalvem a importância da sustentabilidade nestas
áreas. Dessa forma, e no sentido de colmatar a escassez de investigação, direcionar essa
abordagem para a temática do turismo consciente, permitirá analisar a dimensão ética
do turismo, em que o que prevalece é a ação, os comportamentos e a responsabilidade
assumida durante a experiência turística.
Recently there has been an exponential growth in tourism in a global context, and Portugal is no exception. This phenomenon promotes the development of mass tourism in the main tourist cities such as Porto and Lisbon, leading to the appearance of “alternative” types of tourism, such as rural tourism, strongly promoted by the institutions. This type of tourism has thus become a new and relevant factor in rural development, flows of tourists to these areas, motivated not only by physical characteristics, but also by their spiritual dimension. Located in low-density territories, such as Historical Villages of Portugal, they are one of the best examples in Portugal of regional development in terms of sustainability. However, despite being such an important topic today and that gives destinations longevity, its approach from a conscious tourism perspective is still little valued from the point of view of the scientific community. Objective - The study discusses the characteristics of tourists looking for rural destinations, their behaviours, as well as their awareness and perception about the possible impacts they cause to cause. Thus, the general objectives are to understand the perspective of the tourist experience in the region covered by the Historical Villages of Portugal and to investigate the existence of conscious behaviour in rural destinations. Methodology - To answer the proposed objectives, this research opted for a mixed methodology, using a questionnaire and semi-structured interview. The two representatives of DMO, Executive Coordinator of the Historical Villages of Portugal and Director of Tourism Operations for Tourism of the Center declared the two representatives. The questionnaire survey was applied to 453 participants who had already visited any of the Historical Villages of Portugal. The data obtained were analysed using the Statistical Package for the Social Sciences (SPSS) version 25, allowing testing as defined research hypotheses. Results - The results show that the demographic characteristics influence the application of conscious practices and the perception about the concept of conscious tourism, that the reasons that lead to visit the Historical Villages influence the attitude towards the purchase of services/products, that there is a relationship between the motivations of the trip and the existence of conscious behaviours at the destination. It is also verified that the main reasons that lead to visit the Historical Villages determine the overall satisfaction of the destination, that the behaviours assumed in the destination are related to the activities and that the conscious attitude of the destination will contribute to the overall satisfaction of the destination. Limitations and results - Limitations have arisen regarding the data update process, first in relation to information, as not all respondents appear to schedule information. Thanks to the fact that the chosen geographical area is divided into 12 different villages, which belong to different counties, difficulties were experienced in the face-to-face application of the surveys and in the generalization of the data collected, in addition to the inconveniences due to Covid'19. Practical implications - The present investigation intends to reinforce the importance that sustainability and the development of conscious practices and behaviour assume the regional development of rural areas that are, as a rule, more fragile. It is important to extend the theme of conscious tourism to sustainable development to other destinations, deepening research within the scope of the individual and behavioural profile of rural tourists, in order to adapt the destination to their needs and expectations, taking into account the threshold in which it is no longer possible to maintain the level of use of available renewable resources. Originality / value - This research focuses on rural destinations, which in recent years have been highly valued in terms of tourist demand and which, with the current situation in Covid'19, have sparked a greater interest on the part of tourists. In view of the impacts inherent to the tourist activity, it is essential to develop studies that emphasize the importance of the sustainability of these areas. Thus, and to fill the scarcity of research, directing this approach to the theme of conscious tourism, allows analysing an ethical dimension of tourism, in which what prevails is the action, behaviour and responsibility assumed during the tourist experience.
Recently there has been an exponential growth in tourism in a global context, and Portugal is no exception. This phenomenon promotes the development of mass tourism in the main tourist cities such as Porto and Lisbon, leading to the appearance of “alternative” types of tourism, such as rural tourism, strongly promoted by the institutions. This type of tourism has thus become a new and relevant factor in rural development, flows of tourists to these areas, motivated not only by physical characteristics, but also by their spiritual dimension. Located in low-density territories, such as Historical Villages of Portugal, they are one of the best examples in Portugal of regional development in terms of sustainability. However, despite being such an important topic today and that gives destinations longevity, its approach from a conscious tourism perspective is still little valued from the point of view of the scientific community. Objective - The study discusses the characteristics of tourists looking for rural destinations, their behaviours, as well as their awareness and perception about the possible impacts they cause to cause. Thus, the general objectives are to understand the perspective of the tourist experience in the region covered by the Historical Villages of Portugal and to investigate the existence of conscious behaviour in rural destinations. Methodology - To answer the proposed objectives, this research opted for a mixed methodology, using a questionnaire and semi-structured interview. The two representatives of DMO, Executive Coordinator of the Historical Villages of Portugal and Director of Tourism Operations for Tourism of the Center declared the two representatives. The questionnaire survey was applied to 453 participants who had already visited any of the Historical Villages of Portugal. The data obtained were analysed using the Statistical Package for the Social Sciences (SPSS) version 25, allowing testing as defined research hypotheses. Results - The results show that the demographic characteristics influence the application of conscious practices and the perception about the concept of conscious tourism, that the reasons that lead to visit the Historical Villages influence the attitude towards the purchase of services/products, that there is a relationship between the motivations of the trip and the existence of conscious behaviours at the destination. It is also verified that the main reasons that lead to visit the Historical Villages determine the overall satisfaction of the destination, that the behaviours assumed in the destination are related to the activities and that the conscious attitude of the destination will contribute to the overall satisfaction of the destination. Limitations and results - Limitations have arisen regarding the data update process, first in relation to information, as not all respondents appear to schedule information. Thanks to the fact that the chosen geographical area is divided into 12 different villages, which belong to different counties, difficulties were experienced in the face-to-face application of the surveys and in the generalization of the data collected, in addition to the inconveniences due to Covid'19. Practical implications - The present investigation intends to reinforce the importance that sustainability and the development of conscious practices and behaviour assume the regional development of rural areas that are, as a rule, more fragile. It is important to extend the theme of conscious tourism to sustainable development to other destinations, deepening research within the scope of the individual and behavioural profile of rural tourists, in order to adapt the destination to their needs and expectations, taking into account the threshold in which it is no longer possible to maintain the level of use of available renewable resources. Originality / value - This research focuses on rural destinations, which in recent years have been highly valued in terms of tourist demand and which, with the current situation in Covid'19, have sparked a greater interest on the part of tourists. In view of the impacts inherent to the tourist activity, it is essential to develop studies that emphasize the importance of the sustainability of these areas. Thus, and to fill the scarcity of research, directing this approach to the theme of conscious tourism, allows analysing an ethical dimension of tourism, in which what prevails is the action, behaviour and responsibility assumed during the tourist experience.
Description
Dissertação de mestrado
Keywords
Turismo rural Turismo consciente Sustentabilidade Aldeias históricas Rural tourism Conscious tourism Sustainability Historical villages