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Abstract(s)
O sector do turismo é uma área francamente em crescimento em Portugal e que tem
desenvolvido a sua divulgação e estratégia de marketing.
Contudo, apenas se prende com indicadores de desempenho e de oferta instalada (número
de quartos, hotéis, voos, estadias), deixando os indicadores estatísticos em segundo plano.
De acordo com o “ Travel & tourism Competitiveness Report 2013”, do World Economic
Forum, classifica Portugal em 72º lugar no que respeita à qualidade e cobertura da
informação estatística, disponível para o sector do Turismo. Refira-se que Espanha ocupa o 3º
lugar.
Uma estratégia de mercado, sem base analítica, que sustente um quadro de orientações
específico e objetivo, com relevante conhecimento dos mercados alvo, dificilmente é
compreensível ou até mesmo materializável.
A implementação de uma estrutura de Business Intelligence que permita a realização de um
levantamento e tratamento de dados que possibilite relacionar e sustentar os resultados
obtidos no sector do turismo revela-se fundamental e crucial, para que sejam criadas
estratégias de mercado. Essas estratégias são realizadas a partir da informação dos turistas
que nos visitam, e dos potenciais turistas, para que possam ser cativados no futuro.
A análise das características e dos padrões comportamentais dos turistas permite definir
perfis distintos e assim detetar as tendências de mercado, de forma a promover a oferta dos
produtos e serviços mais adequados.
O conhecimento obtido permite, por um lado criar e disponibilizar os produtos mais atrativos
para oferecer aos turistas e por outro informá-los, de uma forma direcionada, da existência
desses produtos. Assim, a associação de uma recomendação personalizada que, com base no
conhecimento de perfis do turista proceda ao aconselhamento dos melhores produtos,
revela-se como uma ferramenta essencial na captação e expansão de mercado.
The tourism sector is a frankly growth area in Portugal and has developed its outreach and marketing strategy. However, it only relates to performance indicators and installed supplies (number of rooms, hotels, flights, accommodation), leaving statistical indicators in the background. According to "Travel & tourism Competitiveness Report 2013," of the World Economic Forum, ranks Portugal in 72nd place in quality and coverage of statistical information available to the tourism sector. It should be noted that Spain occupies the 3rd place. A market strategy without analytical basis, to sustain a specific and objective framework of guidance, with relevant knowledge of the target markets, is difficult to understand or even achievable. Implementing a Business Intelligence structure that allows the realization of a survey and data processing that enables to relate and sustain the results achieved in tourism, proves to be essential and crucial to create market strategies. These strategies are performed from the information of tourists who visit us, and potential tourists, so they can be captivated in the future. Analysis of characteristics and behavioural patterns of tourists allows a definition of distinct profiles and thus detecting market trends, in order to promote appropriate offering products and services. The knowledge obtained allows, on the one hand, creating and delivering the most attractive products to offer tourists and on the other, to inform them in a targeted manner, the existence of these products. Thus, the combination of a personalized recommendation which is based on the knowledge of the tourist profiles proceed to advice the best products, proves to be an essential attracting tool and in market expansion.
The tourism sector is a frankly growth area in Portugal and has developed its outreach and marketing strategy. However, it only relates to performance indicators and installed supplies (number of rooms, hotels, flights, accommodation), leaving statistical indicators in the background. According to "Travel & tourism Competitiveness Report 2013," of the World Economic Forum, ranks Portugal in 72nd place in quality and coverage of statistical information available to the tourism sector. It should be noted that Spain occupies the 3rd place. A market strategy without analytical basis, to sustain a specific and objective framework of guidance, with relevant knowledge of the target markets, is difficult to understand or even achievable. Implementing a Business Intelligence structure that allows the realization of a survey and data processing that enables to relate and sustain the results achieved in tourism, proves to be essential and crucial to create market strategies. These strategies are performed from the information of tourists who visit us, and potential tourists, so they can be captivated in the future. Analysis of characteristics and behavioural patterns of tourists allows a definition of distinct profiles and thus detecting market trends, in order to promote appropriate offering products and services. The knowledge obtained allows, on the one hand, creating and delivering the most attractive products to offer tourists and on the other, to inform them in a targeted manner, the existence of these products. Thus, the combination of a personalized recommendation which is based on the knowledge of the tourist profiles proceed to advice the best products, proves to be an essential attracting tool and in market expansion.
Description
Keywords
Turismo Data Mining POI Clustering Sistemas de recomendação Similaridade Tourism Recommender systems Similarity