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Abstract(s)
O Enoturismo é um segmento do mercado muito vinculado aos destinos rurais,
onde as pessoas podem usufruir da diferença e autenticidade dos seus produtos locais
para promover a atividade turística, estimulando assim a procura de uma determinada
região. Esta tipologia de oferta tem evidenciado um crescimento em Portugal e em todo
o mundo ao longo dos últimos anos, com exceção dos últimos dois em virtude da
pandemia. É um segmento do mercado turístico atualmente relevante e apresenta um
grande potencial de crescimento a médio e longo prazo.
A presente investigação pretende constituir-se como um contributo para
aprofundar o conhecimento sobre o mesmo e/ou abrir horizontes de investigação nesta
área do Enoturismo, principalmente na região Demarcada do Douro, Concelho de São
João da Pesqueira, assim como identificar um melhor conhecimento do setor,
nomeadamente na área da procura, por forma a possibilitar o desenvolvimento do
produto e, também, identificar as motivações na escolha do destino turístico.
Foca-se na análise do passado, presente e futuro do tema do enoturismo com uma
enorme preponderância na Região Demarcada do Douro, mais precisamente no
Concelho de São João da Pesqueira. O objetivo geral da investigação consiste em
compreender a importância do enoturismo na promoção do destino São João da
Pesqueira. Por conseguinte, como objetivos específicos, o estudo pretende identificar as
preferências do turista, as motivações na escolha do destino turístico, identificar um
melhor conhecimento do setor, nomeadamente na área da procura, para assim
possibilitar o desenvolvimento do produto, identificar e valorizar a perspetiva
enoturística e identificar o impacto do enoturismo no desenvolvimento regional e local.
Nas principais conclusões, é possível destacar os pontos fortes do destino, as
características únicas, a paisagem, o produto (vinho), a história e a diversidade de
produtores de vinhos, as novas atrações, proximidade, infraestruturas, clima, ciclo de
vida do turismo e dinâmica do visitante, tendo em conta se é a primeira visita ou não.
Em relação à influência do enoturismo no território, é fundamental e assume um
papel crucial no Concelho, de forma transversal, uma vez que está relacionado com
outras atividades, em que assume um papel de divulgação por todo o mundo, é um setor
em plena expansão e que atrai imensos turistas à região, que fixa pessoas no interior, pois também dá muito trabalho a quem lá vive. Adicionalmente, o enoturismo pode ser uma
alavanca na co-criação sustentável de novas experiências de turismo, de ideias
inovadoras para se implementarem no concelho futuramente, que coincidem com
alguma ideias já existentes em outras Regiões e Países.
Relativamente ao futuro do setor do enoturismo, as estratégias passam pela
valorização do destino, por apostar na diferenciação pela qualidade e pela inovação de
novas propostas, como por exemplo a criação de rotas turísticas, ou a criação de novos
hotéis envolvidos com a paisagem, pela diversidade vitivinícola, pela sua história.
A mesma será de evolução, as regiões têm a função de valorizar a sua imagem de
marca, aproveitando o enoturismo, as características do seu vinho, juntamente com a
sua gastronomia, valorizando os seus recursos particulares e endógenos, e neste sentido
proporcionar experiências únicas, de modo a divulgar e promover o turismo na região e
por sua vez o impacto económico.
The wine tourism is a market segment very much linked to rural destinations, where people can enjoy the difference and authenticity of the local products, to promote the tourism activity, stimulating, in this way, the search for a determined region. This offer typology has shown an increase in Portugal and all over the world during the last years, except in the last two years, due to the pandemic situation. It is nowadays a relevant segment of the touristic market and signifies a great potential at long and medium term. This research aims to be a contribution to deepen the knowledge about it and/or to open research horizons in this area of wine tourism, especially in the Demarcated Douro region, Municipality of São João da Pesqueira, as well as to identify a better knowledge of the sector, particularly in demand, to enable product development and also to identify the motivations in the choice of the tourism destination. This investigation focalizes the past, present, and future of the wine tourism, subject with a great incidence in the Douro Delimited Region, more exactly in the Concelho de S. João da Pesqueira. Consequently, the general objective of the investigation is to understand the importance of the wine tourism in the promotion of the destination S. João da Pesqueira. As specific objectives, the study intends to identify the tourist preferences, the motivations by the choice of the touristic destination, a better knowledge of the sector, namely in the demand area, and, in this way, to enable the product development, to identify and to value the wine touristic perspective and to identify the impact of the wine tourism in the regional and local development. By the main conclusions it is possible to put in relief the strong destination places, the unique characteristics, the landscape, the product (wine), the history and the diversity of the wine producers, the new attractions, surroundings, substructures, climate, tourism life cycle and visitor dynamics, taking in consideration if it is the first visit or not. The influence of the wine tourism in the territory is fundamental and takes a crucial part, in a transversal way, in the Concelho, because it is connected with other activities, in which it assumes a divulgation role all over the world; it is a sector in full expansion, that draws a large quantity of tourists to the region and settles a lot of people in the inland, creating, in this way, jobs to its inhabitants. In a continued way, the wine tourism can be a starting level for the maintainable co-creation of new tourism experiences and innovator ideas, to implement in the future in the Concelho. These ideas coincide already with other ideas of other regions and countries. As far as the future of the wine tourism sector is concerned, the strategies relate to the destination valuation, bet in different according to quality, new proposals, for example the creation of new touristic routes or the building of new hotels involved by the landscape, by the winegrowing diversity, by history. The regions have the function of enhancing their brand image, taking advantage of wine tourism, the characteristics of their wine, along with their gastronomy, valuing their particular and endogenous resources, and in this sense provide unique experiences, to disseminate and promote tourism in the region and in turn the economic impact.
The wine tourism is a market segment very much linked to rural destinations, where people can enjoy the difference and authenticity of the local products, to promote the tourism activity, stimulating, in this way, the search for a determined region. This offer typology has shown an increase in Portugal and all over the world during the last years, except in the last two years, due to the pandemic situation. It is nowadays a relevant segment of the touristic market and signifies a great potential at long and medium term. This research aims to be a contribution to deepen the knowledge about it and/or to open research horizons in this area of wine tourism, especially in the Demarcated Douro region, Municipality of São João da Pesqueira, as well as to identify a better knowledge of the sector, particularly in demand, to enable product development and also to identify the motivations in the choice of the tourism destination. This investigation focalizes the past, present, and future of the wine tourism, subject with a great incidence in the Douro Delimited Region, more exactly in the Concelho de S. João da Pesqueira. Consequently, the general objective of the investigation is to understand the importance of the wine tourism in the promotion of the destination S. João da Pesqueira. As specific objectives, the study intends to identify the tourist preferences, the motivations by the choice of the touristic destination, a better knowledge of the sector, namely in the demand area, and, in this way, to enable the product development, to identify and to value the wine touristic perspective and to identify the impact of the wine tourism in the regional and local development. By the main conclusions it is possible to put in relief the strong destination places, the unique characteristics, the landscape, the product (wine), the history and the diversity of the wine producers, the new attractions, surroundings, substructures, climate, tourism life cycle and visitor dynamics, taking in consideration if it is the first visit or not. The influence of the wine tourism in the territory is fundamental and takes a crucial part, in a transversal way, in the Concelho, because it is connected with other activities, in which it assumes a divulgation role all over the world; it is a sector in full expansion, that draws a large quantity of tourists to the region and settles a lot of people in the inland, creating, in this way, jobs to its inhabitants. In a continued way, the wine tourism can be a starting level for the maintainable co-creation of new tourism experiences and innovator ideas, to implement in the future in the Concelho. These ideas coincide already with other ideas of other regions and countries. As far as the future of the wine tourism sector is concerned, the strategies relate to the destination valuation, bet in different according to quality, new proposals, for example the creation of new touristic routes or the building of new hotels involved by the landscape, by the winegrowing diversity, by history. The regions have the function of enhancing their brand image, taking advantage of wine tourism, the characteristics of their wine, along with their gastronomy, valuing their particular and endogenous resources, and in this sense provide unique experiences, to disseminate and promote tourism in the region and in turn the economic impact.
Description
Keywords
Região Demarcada do Douro Turismo Enoturismo Turismo de experiência Douro Demarcated Region Tourism Wine tourism Experience tourism