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Advisor(s)
Abstract(s)
O turismo tem um valor particular para as pessoas LGBT+, por representar uma
oportunidade para aliviar o stress decorrente da discriminação e preconceito sexual
sentidos nas regiões de origem. Desta forma, os turistas LGBT+ têm em consideração
uma série de aspetos no momento de escolherem o destino para as suas férias. O
segmento LGBT+ é um segmento em franco crescimento, com elevado poder de compra,
muito leal e elevado potencial. Portugal tem uma das legislações mais progressistas do
mundo no que diz respeito à homossexualidade, no entanto ainda existe uma grande
discrepância entre a legislação e a perceção da LGBT+ friendlyness dos destinos pelos
turistas LGBT+.
Objetivo – O objetivo geral deste estudo consiste em caracterizar a perceção dos
turistas LGBT+ em relação ao Porto como destino LGBT+ friendly. Além disto, pretendia-
se averiguar se a identidade de género e a orientação sexual influenciam as motivações
da viagem dos turistas LGBT+ ao Porto; avaliar se o segmento LGBT+ é valorizado pela
oferta turística e DMOs do destino; e averiguar se a perceção de segurança dos turistas
LGBT+ no Porto influencia a intenção de recomendar e revisitar o destino.
Metodologia – Na presente investigação optou-se pela metodologia mista, de
forma que os instrumentos de recolha de dados selecionados foram o inquérito por
questionário e a entrevista semiestruturada. Foram realizadas entrevistas a um hotel
presente no Porto Gay Circuit e a uma organização LGBT+ de comércio e turismo. O
questionário foi aplicado a 246 turistas LGBT+, domésticos ou internacionais, que
estivessem a visitar o Porto pela primeira vez, ou que já tivessem visitado o destino
anteriormente. Os dados obtidos foram tratados e analisados com recurso ao programa
IBM Statistical Package for Social Sciences (SPSS) versão 29, permitindo testar as
hipóteses de investigação previamente definidas.
Resultados - Os resultados deste estudo comprovam que as motivações de
viagem dos turistas LGBT+ ao Porto são influenciadas apenas pela orientação sexual e
não pela identidade de género, turistas que consideram que o segmento LGBT+ é
valorizado pelas DMOs e setor da oferta turística do destino são turistas que se sentem
seguros no Porto e, ainda, turistas que se sentem melhor, mais seguros no Porto, têm
maior intenção de recomendar e revisitar o destino no futuro. Além disto, constatou-se
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que no geral, a perceção dos turistas é que o Porto não é um destino LGBT+ friendly,
porém a intenção de revisita e recomendação do destino pelos turistas LGBT+ é elevada.
Limitações e Implicações - Surgiram limitações relativamente ao processo de
recolha de dados, primeiramente em relação às entrevistas, pois nem todos os
entrevistados apresentaram disponibilidade para o agendamento e realização das
mesmas. No que diz respeito à aplicação dos questionários, pretendia-se obter uma
maior heterogeneidade de participantes e distribuir questionários por um maior número
de participantes, que não foi possível devido à coincidência de dois dos maiores eventos
LGBT+ do Porto no mesmo fim de semana. Para ser mais inclusivo, tendo em conta o
público-alvo, o inquérito poderia ter sido escrito em linguagem neutra.
Implicações práticas – O presente trabalho de investigação demonstra a
perceção dos turistas LGBT+ relativamente ao Porto como destino LGBT+ friendly.
Deverão ser desenvolvidos estudos que abordem, além da perspetiva dos turistas LGBT+,
a perspetiva de empresas LGBT+ do setor da oferta turística, das DMOs do destino, de
associações sociais LGBT+, da comunidade LGBT+ residente e, ainda, a perspetiva da
comunidade residente não-LGBT+ para auferir a LGBT+ friendliness efetiva do destino.
Além disto, tendo em conta o potencial do Porto para se destacar no mercado como
destino LGBT+ friendly e a inexistência de uma estratégia turística que vise este
segmento deverão ser estudadas, desenvolvidas e apresentadas propostas de estratégias
numa abordagem estratégica de sensibilização das DMOs.
Originalidade/valor – É escasso o número de estudos que analisam a perceção
dos turistas LGBT+ relativamente à LGBT+ friendliness dos destinos. É comum os
destinos autointitularem-se de LGBT+ friendly, no entanto a perceção dos turistas LGBT+
pode não corresponder. A LGBT+ friendliness implica uma série de aspetos que os
destinos devem assegurar, caso queiram ser percebidos como LGBT+ friendly pelos
turistas LGBT+. Além disto, verifica-se uma escassez de estudos que analisam o turismo
LGBT+ em contexto nacional e no contexto regional da cidade do Porto. Existe, assim, a
necessidade de investigar a perceção dos turistas LGBT+ relativamente à LGBT+
friendliness do Porto e de identificar os fatores facilitadores e entraves ao crescimento
deste segmento no destino.
Tourism has a particular value for LGBT+ people, as it represents an opportunity to relieve the stress arising from the discrimination and sexual prejudice felt in the regions of origin. In this way, LGBT+ tourists consider several aspects when choosing the destination for their vacation. The LGBT+ segment is a fast-growing segment, with high purchasing power, very loyal and high potential. Portugal has one of the most progressive laws in the world when it comes to homosexuality, however there is still a large discrepancy between the legislation and the perception of LGBT+ friendliness of destinations by LGBT+ tourists. Objective – The general objective of this study is to characterize the perception of LGBT+ tourists in relation to Porto as an LGBT+ friendly destination. In addition, it was intended to investigate whether gender identity and sexual orientation influence the motivations of LGBT+ tourists' trip to Porto; assess whether the LGBT+ segment is valued by the destination's tourism offer and DMOs; and to find out if the perception of safety of LGBT+ tourists in Porto influences the intention to recommend and revisit the destination. Methodology – In the present investigation, we opted for the mixed methodology, so that the selected data collection instruments were the questionnaire survey and the semi-structured interview. Interviews were conducted with a hotel present in the Porto Gay Circuit and with an LGBT+ trade and tourism organization. The questionnaire was applied to 246 LGBT+ tourists, domestic or international, who were visiting Porto for the first time, or who had already visited the destination before. The data obtained were treated and analyzed using the IBM Statistical Package for Social Sciences (SPSS) version 29, allowing the testing of the previously defined research hypotheses. Results - The results of this study prove that the travel motivations of LGBT+ tourists to Porto are influenced only by sexual orientation and not by gender identity, tourists who consider that the LGBT+ segment is valued by the DMOs and the sector of the destination's tourist offer are tourists who feel safe in Porto and, also, tourists who feel better, safer in Porto, have a greater intention to recommend and revisit the destination in the future. In addition, it was found that, in general, the perception of v tourists is that Porto is not an LGBT+ friendly destination, but the intention to revisit and recommend the destination by LGBT+ tourists is high. Limitations and Implications - Limitations have arisen regarding the process of data collection, primarily in relation to the interviews, since not all interviewees were available to schedule and carry out the interviews. Regarding the application of the questionnaires, it was intended to obtain a greater heterogeneity of participants and to distribute questionnaires to a greater number of participants, which was not possible due to the coincidence of two of the largest LGBT+ events in Porto on the same weekend. To be more inclusive, considering the target audience, the survey could have been written in neutral language. Practical implications – This research demonstrates the perception of LGBT+ tourists regarding Porto as an LGBT+ friendly destination. Studies should be developed that address, in addition to the perspective of LGBT+ tourists, the perspective of LGBT+ companies in the tourism sector, the destination's DMOs, LGBT+ social associations, the resident LGBT+ community, and the perspective of the non-LGBT+ resident community to obtain the effective LGBT+ friendliness of the destination. In addition, considering Porto's potential to stand out in the market as an LGBT+ friendly destination and the lack of a tourism strategy aimed at this segment, strategy proposals should be studied, developed, and presented in a strategic approach to raise awareness of DMOs. Originality/value – There are few studies that analyze the perception of LGBT+ tourists regarding LGBT+ friendliness of destinations. It is common for destinations to call themselves LGBT+ friendly, however the perception of LGBT+ tourists may not match. LGBT+ friendliness implies several aspects that destinations must ensure if they want to be perceived as LGBT+ friendly by LGBT+ tourists. In addition, there is a scarcity of studies that analyze LGBT+ tourism in the national context and in the regional context of the city of Porto. There is, therefore, a need to investigate the perception of LGBT+ tourists in relation to LGBT+ friendliness in Porto and to identify the facilitating factors and obstacles to the growth of this segment in the destination.
Tourism has a particular value for LGBT+ people, as it represents an opportunity to relieve the stress arising from the discrimination and sexual prejudice felt in the regions of origin. In this way, LGBT+ tourists consider several aspects when choosing the destination for their vacation. The LGBT+ segment is a fast-growing segment, with high purchasing power, very loyal and high potential. Portugal has one of the most progressive laws in the world when it comes to homosexuality, however there is still a large discrepancy between the legislation and the perception of LGBT+ friendliness of destinations by LGBT+ tourists. Objective – The general objective of this study is to characterize the perception of LGBT+ tourists in relation to Porto as an LGBT+ friendly destination. In addition, it was intended to investigate whether gender identity and sexual orientation influence the motivations of LGBT+ tourists' trip to Porto; assess whether the LGBT+ segment is valued by the destination's tourism offer and DMOs; and to find out if the perception of safety of LGBT+ tourists in Porto influences the intention to recommend and revisit the destination. Methodology – In the present investigation, we opted for the mixed methodology, so that the selected data collection instruments were the questionnaire survey and the semi-structured interview. Interviews were conducted with a hotel present in the Porto Gay Circuit and with an LGBT+ trade and tourism organization. The questionnaire was applied to 246 LGBT+ tourists, domestic or international, who were visiting Porto for the first time, or who had already visited the destination before. The data obtained were treated and analyzed using the IBM Statistical Package for Social Sciences (SPSS) version 29, allowing the testing of the previously defined research hypotheses. Results - The results of this study prove that the travel motivations of LGBT+ tourists to Porto are influenced only by sexual orientation and not by gender identity, tourists who consider that the LGBT+ segment is valued by the DMOs and the sector of the destination's tourist offer are tourists who feel safe in Porto and, also, tourists who feel better, safer in Porto, have a greater intention to recommend and revisit the destination in the future. In addition, it was found that, in general, the perception of v tourists is that Porto is not an LGBT+ friendly destination, but the intention to revisit and recommend the destination by LGBT+ tourists is high. Limitations and Implications - Limitations have arisen regarding the process of data collection, primarily in relation to the interviews, since not all interviewees were available to schedule and carry out the interviews. Regarding the application of the questionnaires, it was intended to obtain a greater heterogeneity of participants and to distribute questionnaires to a greater number of participants, which was not possible due to the coincidence of two of the largest LGBT+ events in Porto on the same weekend. To be more inclusive, considering the target audience, the survey could have been written in neutral language. Practical implications – This research demonstrates the perception of LGBT+ tourists regarding Porto as an LGBT+ friendly destination. Studies should be developed that address, in addition to the perspective of LGBT+ tourists, the perspective of LGBT+ companies in the tourism sector, the destination's DMOs, LGBT+ social associations, the resident LGBT+ community, and the perspective of the non-LGBT+ resident community to obtain the effective LGBT+ friendliness of the destination. In addition, considering Porto's potential to stand out in the market as an LGBT+ friendly destination and the lack of a tourism strategy aimed at this segment, strategy proposals should be studied, developed, and presented in a strategic approach to raise awareness of DMOs. Originality/value – There are few studies that analyze the perception of LGBT+ tourists regarding LGBT+ friendliness of destinations. It is common for destinations to call themselves LGBT+ friendly, however the perception of LGBT+ tourists may not match. LGBT+ friendliness implies several aspects that destinations must ensure if they want to be perceived as LGBT+ friendly by LGBT+ tourists. In addition, there is a scarcity of studies that analyze LGBT+ tourism in the national context and in the regional context of the city of Porto. There is, therefore, a need to investigate the perception of LGBT+ tourists in relation to LGBT+ friendliness in Porto and to identify the facilitating factors and obstacles to the growth of this segment in the destination.
Description
Dissertação de mestrado
Keywords
Turismo LGBT+ LGBT+ friendly Porto LGBT+ tourism Oporto