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Advisor(s)
Abstract(s)
Nas últimas seis décadas, o turismo registou uma expansão e diversificação contínua, sendo um dos maiores e mais importantes setores económicos do mundo. E o mesmo se reflete em Portugal, em que o setor do turismo é o principal setor na categoria das exportações, tendo contribuído, em 2016, para 16,7% das exportações do país. Enquadradas no setor do turismo, as compras foram
consideradas pela OMT como o segmento com maior potencial de crescimento, também na economia portuguesa. Portugal é o país europeu que alcançou maior crescimento em Tax-Free shopping
em 2017. Contudo, podemos afirmar que este segmento é ainda pouco valorizado no contexto do turismo em Portugal.
Objetivo – O objetivo geral deste estudo é a comparação de dados entre as duas maiores e importantes cidades turísticas portuguesas, Lisboa e Porto, no contexto do turismo de compras. Os objetivos específicos são a interpretação dos fatores que influenciam a intenção de gasto no destino e a investigação do papel dos atributos de compras na intenção comportamental no contexto do destino.
Metodologia – Para responder aos objetivos desta investigação, foi criado e aplicado um questionário a 1097 turistas/visitantes, nas cidades de Lisboa e Porto. Dos 1097 inquiridos, 606 responderam ao questionário relativo a Lisboa e 491 ao questionário aplicado no Porto.
Resultados – Os dados recolhidos confirmam que o perfil sociodemográfico, as características da viagem, os atributos de compra e o sistema de Tax-Free, influenciam positivamente a intenção de gasto. É também confirmado que o perfil do turista e os motivos de viagem se relacionam com as categorias de compras.
Comprova-se, ainda, que os atributos de compras influenciam positivamente a satisfação e que a satisfação relativa ao local de compra influencia positivamente os atributos de compra no destino.
Limitações e implicações – As duas áreas geográficas escolhidas para a realização deste estudo e a amostra não permitem que os dados recolhidos sejam generalizados. Este estudo apresenta dados relevantes para a DMO nacional e DMO´s regionais, com vista à captação deste segmento do turismo, e melhoria da experiência turística no segmento de compras. Implicações práticas – Este estudo pretende demonstrar a importância deste segmento na indústria do turismo em Portugal. Deverão ser desenvolvidos estudos com as mesmas características, no contexto nacional, por forma a contribuir para o conhecimento científico deste segmento, que ainda é limitado, mas também para aprofundar a investigação no âmbito do perfil individual e comportamental, relativamente ao turista de compras em Portugal, valorizando a importância deste segmento no contexto nacional. O turismo de compras em Portugal é ainda pouco valorizado, sendo visto apenas como oferta complementar a outros segmentos do
turismo. Originalidade/valor – São ainda escassos os estudos que analisam o papel dos atributos de compras na criação do valor das compras e intenção comportamental, em particular, em Portugal. Existe assim a necessidade de investigar este segmento no setor do turismo, pois, no processo de compra, os turistas formam diferentes perceções dos atributos de compra, que podem afetar a satisfação global
relativamente ao destino turístico. Os estudos focados em cidades Europeias são, igualmente, muito escassos. Atendendo aos impactes socioeconómicos positivos resultantes do turismo de compras, em particular em Portugal, esta investigação pretende comparar, as cidades do Porto e Lisboa, ao nível dos fatores que influenciam a intenção de gasto no destino e do papel dos atributos de compras na
intenção comportamental no contexto de cada uma das cidades.
Over the last six decades, tourism has been expanding and diversifying continuously, being one of the largest and most important economic sectors in the world. This is also reflected in Portugal, where tourism is the main sector in the export category, contributing, in 2016, to 16.7% of the country's exports. In the tourism sector, purchases were considered by the UNWTO as the segment with the greatest growth potential, also in the Portuguese economy. Portugal is the European country that has achieved the greatest growth in Tax-Free shopping in 2017. However, we can say that this segment is still little valued in the context of tourism in Portugal. Objective - The general objective of this study is to compare data between the two largest and important Portuguese tourist cities, Lisbon and Porto in the context of shopping tourism. The specific objectives are to interpret the factors that influence the intention of spending in the destination and to Investigate the role of the attributes of purchases in the behavioral intention in the context of the destination. Methodology - To answer the objectives of this research, a questionnaire was created and applied to 1097 tourists/visitors, in the cities of Lisbon and Porto. Of the 1097 respondents, 606 answered the questionnaire regarding Lisbon and 491 answered the questionnaire applied in Porto. Results - The collected data confirm that the socio-demographic profile, the characteristics of the trip, the purchase attributes and the Tax-Free system, positively influence the spending intention. It is also confirmed that the tourist profile and the reasons of travel relate to the categories of purchases. Also, the attributes of purchases influence positively the satisfaction, and the satisfaction with the place of purchase positively influences the attributes of purchase in the destination. Limitations and implications - The two geographic areas chosen for this study and the sample do not allow the collected data to be generalized. This study presents relevant data to the national and regional DMO’s, with a view to capturing this tourism segment, and improving the tourism experience in the shopping segment. Practical implications - This study intends to demonstrate the importance of this segment in the tourism sector in Portugal. Studies with the same characteristics, in the national context, should be developed in order to contribute to the scientific knowledge of this segment, which is still limited, but also to deepen the research in the scope of the individual and behavioral profile, regarding the purchase’s tourists in Portugal, valuing the importance of this segment in the national context. Shopping tourism in Portugal is still undervalued, being seen only as a complementary offer to other tourism segments. Originality/value - There are still few studies that analyze the role of purchasing attributes in the creation of value of purchases and behavioral intent, particularly in Portugal. There is thus a need to investigate this segment in the tourism sector, since in the purchasing process, tourists form different perceptions of the purchasing attributes that can affect overall satisfaction with the tourist destination. Studies focused on European cities are also very scarce. Given the positive socio-economic impacts of shopping tourism, particularly in Portugal, this research intends to compare the cities of Porto and Lisbon, in terms of the factors that influence the destination's intention to spend and the role of purchasing attributes in behavioral intention in the context of each of the cities.
Over the last six decades, tourism has been expanding and diversifying continuously, being one of the largest and most important economic sectors in the world. This is also reflected in Portugal, where tourism is the main sector in the export category, contributing, in 2016, to 16.7% of the country's exports. In the tourism sector, purchases were considered by the UNWTO as the segment with the greatest growth potential, also in the Portuguese economy. Portugal is the European country that has achieved the greatest growth in Tax-Free shopping in 2017. However, we can say that this segment is still little valued in the context of tourism in Portugal. Objective - The general objective of this study is to compare data between the two largest and important Portuguese tourist cities, Lisbon and Porto in the context of shopping tourism. The specific objectives are to interpret the factors that influence the intention of spending in the destination and to Investigate the role of the attributes of purchases in the behavioral intention in the context of the destination. Methodology - To answer the objectives of this research, a questionnaire was created and applied to 1097 tourists/visitors, in the cities of Lisbon and Porto. Of the 1097 respondents, 606 answered the questionnaire regarding Lisbon and 491 answered the questionnaire applied in Porto. Results - The collected data confirm that the socio-demographic profile, the characteristics of the trip, the purchase attributes and the Tax-Free system, positively influence the spending intention. It is also confirmed that the tourist profile and the reasons of travel relate to the categories of purchases. Also, the attributes of purchases influence positively the satisfaction, and the satisfaction with the place of purchase positively influences the attributes of purchase in the destination. Limitations and implications - The two geographic areas chosen for this study and the sample do not allow the collected data to be generalized. This study presents relevant data to the national and regional DMO’s, with a view to capturing this tourism segment, and improving the tourism experience in the shopping segment. Practical implications - This study intends to demonstrate the importance of this segment in the tourism sector in Portugal. Studies with the same characteristics, in the national context, should be developed in order to contribute to the scientific knowledge of this segment, which is still limited, but also to deepen the research in the scope of the individual and behavioral profile, regarding the purchase’s tourists in Portugal, valuing the importance of this segment in the national context. Shopping tourism in Portugal is still undervalued, being seen only as a complementary offer to other tourism segments. Originality/value - There are still few studies that analyze the role of purchasing attributes in the creation of value of purchases and behavioral intent, particularly in Portugal. There is thus a need to investigate this segment in the tourism sector, since in the purchasing process, tourists form different perceptions of the purchasing attributes that can affect overall satisfaction with the tourist destination. Studies focused on European cities are also very scarce. Given the positive socio-economic impacts of shopping tourism, particularly in Portugal, this research intends to compare the cities of Porto and Lisbon, in terms of the factors that influence the destination's intention to spend and the role of purchasing attributes in behavioral intention in the context of each of the cities.
Description
Dissertação de Mestrado
Keywords
Turismo de compras Atributos de compras Experiência de compra Tax-free Shopping tourism Shopping attributes Shopping experience
Citation
Publisher
Instituto Politécnico do Porto. Escola Superior de Hotelaria e Turismo