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Abstract(s)
O enoturismo tem assumido um papel fundamental no incremento do setor do
turismo e no desenvolvimento das regiões vitivinícolas em Portugal e no mundo, sendo
este um segmento estratégico para atingir um público-alvo motivado pelo setor dos
vinhos e gastronomia em ambiente rural.
Este trabalho consiste na definição de estratégias ao nível do enoturismo e do
marketing digital, para a elaboração de uma proposta de um conjunto de ações com vista
ao desenvolvimento do segmento de enoturismo numa unidade de Turismo no Espaço
Rural (TER), na categoria de agroturismo, localizada na Região dos Vinhos Verdes, na
sub-região do Cávado.
Numa primeira fase foi feita uma caraterização da unidade TER e uma análise
SWOT para identificação dos pontos fortes e pontos fracos ao nível interno, e das atuais
oportunidades e ameaças externas. Através da aplicação de entrevistas
semiestruturadas, foi realizado um estudo qualitativo e exploratório a 12 empresas
aderentes a Rota dos Vinhos Verdes com atividades similares ã unidade TER em que se
pretende intervir. Este estudo possibilitou o conhecimento da procura e da oferta, antes
e depois da declaração de pandemia por COVlD-19, bem como os desafios atuais e
futuros do setor na Região dos Vinhos Verdes. Os resultados mostraram que existe ainda
um longo trabalho a ser feito na Região dos Vinhos Verdes, sendo que metade dos
entrevistados apenas disponibilizam atividades de provas de vinho e visitas às vinhas e
adega, carecendo de atividades diferenciadoras. De acordo com os resultados obtidos
salienta-se a importância do contributo do segmento de enoturismo como uma
estratégia de diminuição da sazonalidade e consecutivamente, uma fonte de receita
importante.
Este estudo resultou na elaboração de um plano estratégico, composto por um
conjunto de atividades de enoturismo, criação e adesão a novos canais de venda e
estratégias de comunicação e divulgação (offline e online), com o objetivo de diminuir a
sazonalidade do turismo ao longo do ano e consecutivamente aumentar as receitas e a
notoriedade da unidade TER na região onde está inserida, dando também um contributo
positivo ao desenvolvimento do enoturismo na Região Demarcada dos Vinhos Verdes.
Wine tourism has assumed an important role in the increase of the tourism sector and in the development of wine regions in Portugal and around the world, becoming a strategic segment to reach a target motivated by the wine and gastronomy in a rural environment. This study aims to define wine tourism and digital marketing strategies, for the elaboration of a proposal of actions to manage the development of the wine tourism segment in a rural tourism accomodation, in the category of agritourism, located in the Demarcated Region of Vinhos Verdes, sub-region of Cavado. In a first moment, a characterization of the rural tourism accomodation and a SWOT analysis were carried out to identify the internal strengths and weaknesses and the current external opportunities and threats. Through the application of semi-structured interviews, a qualitative and exploratory study was carried out on 12 adherents to the Rota dos Vinhos Verdes with activities similar to the rural tourism accomodation in study. This study enabled the knowledge of demand and supply, before and after the pandemic declaration by COVlD- 19, as well as the current and future challenges of the sector in the Vinho Verde Region. The results show us that there is still a long work to be developed in the Vinho Verde Region, with half of the interviewees only providing wine tasting activities and visits to the vineyards and winery, showing that there is a big lack in differentiating activities. According to the results, the importance of the contribution of the wine tourism segment is emphasized as a strategy to reduce seasonality and consecutively it is becoming an important source of revenue. This study resulted in the elaboration of a strategic plan, composed by a set of wine tourism activities, creation and adherence to new sales channels, communication and dissemination channels (offline and online), with the objective of decreasing the tourism seasonality and as a consequence increase the revenues and the reputation of the rural tourism accomodation in the region where it operates, also making a positive contribution to the development of wine tourism in the Region of Vinhos Verdes.
Wine tourism has assumed an important role in the increase of the tourism sector and in the development of wine regions in Portugal and around the world, becoming a strategic segment to reach a target motivated by the wine and gastronomy in a rural environment. This study aims to define wine tourism and digital marketing strategies, for the elaboration of a proposal of actions to manage the development of the wine tourism segment in a rural tourism accomodation, in the category of agritourism, located in the Demarcated Region of Vinhos Verdes, sub-region of Cavado. In a first moment, a characterization of the rural tourism accomodation and a SWOT analysis were carried out to identify the internal strengths and weaknesses and the current external opportunities and threats. Through the application of semi-structured interviews, a qualitative and exploratory study was carried out on 12 adherents to the Rota dos Vinhos Verdes with activities similar to the rural tourism accomodation in study. This study enabled the knowledge of demand and supply, before and after the pandemic declaration by COVlD- 19, as well as the current and future challenges of the sector in the Vinho Verde Region. The results show us that there is still a long work to be developed in the Vinho Verde Region, with half of the interviewees only providing wine tasting activities and visits to the vineyards and winery, showing that there is a big lack in differentiating activities. According to the results, the importance of the contribution of the wine tourism segment is emphasized as a strategy to reduce seasonality and consecutively it is becoming an important source of revenue. This study resulted in the elaboration of a strategic plan, composed by a set of wine tourism activities, creation and adherence to new sales channels, communication and dissemination channels (offline and online), with the objective of decreasing the tourism seasonality and as a consequence increase the revenues and the reputation of the rural tourism accomodation in the region where it operates, also making a positive contribution to the development of wine tourism in the Region of Vinhos Verdes.
Description
Trabalho de projeto
Keywords
Agroturismo Enoturismo Marketing digital Turismo no espaço rural Vinho verde Agritourism Wine tourism Digital marketing Rural tourism Vinho Verde Region