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Authors
Abstract(s)
A comunicação tem vindo a adquirir, especial relevância visto que qualquer produto vive da imagem que se cria. Se considerarmos que vivemos num mundo dominado pela tecnologia e Internet, e que ambas estão a mudar a forma como o mundo interage e se comunica, percebemos a necessidade que o turismo tem em acompanhar este dinamismo. Daí que se torne importante compreender como este setor está a fazer a adaptação à sociedade digital.
Para uma melhor perceção do tema em estudo, é relevante aprofundar os conhecimentos na área da comunicação, do turismo, e em particular, a contribuição da comunicação no setor turístico, como meio impulsionador de sucesso. O presente estudo tem como propósito analisar as potencialidades do uso da comunicação no turismo, tendo como exemplo prático o Município de Santa Maria da Feira.
O público-alvo foram, assim, os indivíduos com conhecimento e experiência dos diferentes grandes eventos de Santa Maria da Feira, preferencialmente, as entidades com uma opinião construída sobre o uso da comunicação no turismo. Para obtenção de dados mais concretos, realizou-se um caso de estudo com uma análise mista – quantitativa e qualitativa – através de entrevistas às entidades locais e de um inquérito por questionário à população.
Para a divulgação deste questionário contou-se com a colaboração de vários grupos do Conselho de Santa Maria da Feira, Gabinete de Turismo e Divisão de Comunicação, Relações Públicas e Internacionais e contactos pessoais.
As entrevistas foram realizadas ao Gabinete de Turismo e Divisão de Comunicação, Relações Públicas e Internacionais.
Espera-se que este trabalho sirva de base para futuras investigações relacionadas com o tema, e como linha de orientação ao município de Santa Maria da Feira, de forma a serem tomadas medidas, se necessárias, de melhoria da comunicação do turismo local.
Communication has come to progressively acquired special relevance since any product lives on the image it creates. Considering that, we live in a world dominated by both technology and the Internet, and that both are changing the way the world interacts and communicates, the need for the tourism sector to accompany this dynamism becomes apparent. Thus, it becomes important to understand how this sector is adapting to the digital society. For a better understanding of the subject under study, it is important to deepen knowledge in the area of communication, tourism, and in particular, the contribution of communication in the tourism sector, as a means of driving success. The present study aims to analyze the potential of the use of communication in tourism, taking the Municipality of Santa Maria da Feira as a practical example. The target audience were, therefore, individuals with knowledge and experience of the different major events in Santa Maria da Feira, preferably, entities with an opinion built on the use of communication in tourism. In order to obtain more concrete data, a case study was carried out with a mixed analysis – quantitative and qualitative – through interviews with local entities and a questionnaire survey to the population. For the dissemination of this questionnaire, several groups contributed, from the Council of Santa Maria da Feira, the Tourism Office and the Division of Communication, Public and International Relations and personal contacts. The interviews were conducted to people in the Tourism Office and the Communication, Public and International Relations Division. It is hoped that this work will serve as a basis for future investigations related to the subject, and as a guideline for the municipality of Santa Maria da Feira, in order to take measures, if necessary, to improve the communication of local tourism.
Communication has come to progressively acquired special relevance since any product lives on the image it creates. Considering that, we live in a world dominated by both technology and the Internet, and that both are changing the way the world interacts and communicates, the need for the tourism sector to accompany this dynamism becomes apparent. Thus, it becomes important to understand how this sector is adapting to the digital society. For a better understanding of the subject under study, it is important to deepen knowledge in the area of communication, tourism, and in particular, the contribution of communication in the tourism sector, as a means of driving success. The present study aims to analyze the potential of the use of communication in tourism, taking the Municipality of Santa Maria da Feira as a practical example. The target audience were, therefore, individuals with knowledge and experience of the different major events in Santa Maria da Feira, preferably, entities with an opinion built on the use of communication in tourism. In order to obtain more concrete data, a case study was carried out with a mixed analysis – quantitative and qualitative – through interviews with local entities and a questionnaire survey to the population. For the dissemination of this questionnaire, several groups contributed, from the Council of Santa Maria da Feira, the Tourism Office and the Division of Communication, Public and International Relations and personal contacts. The interviews were conducted to people in the Tourism Office and the Communication, Public and International Relations Division. It is hoped that this work will serve as a basis for future investigations related to the subject, and as a guideline for the municipality of Santa Maria da Feira, in order to take measures, if necessary, to improve the communication of local tourism.
Description
Keywords
Turismo Comunicação Comunicação turística Santa Maria da Feira Tourism Communication Touristic communication