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Publication
Destinos turísticos promotores de estilos de vida saudáveis: uma oportunidade pós-covid-19
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| 3.02 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos estudos do turismo, a pandemia do novo coronavírus (COVID-19) incitou a um conjunto de reflexões acerca da competitividade e sustentabilidade desta indústria. Socialmente gerou-se um aumento da consciência global em torno da valorização da saúde, causando alterações nos padrões de consumo e acentuando a preferência por estilos de vida mais saudáveis.
Esta dissertação sugere uma fusão entre o turismo, o marketing e a saúde pública, procurando aprofundar e desenvolver uma compreensão acerca do conceito - destinos turísticos promotores de estilos de vida saudáveis (DT-EVS) - abordado anteriormente por Novelli, Schmitz, & Spencer (2006) e pouco explorado na literatura.
Nesta investigação o conceito DT-EVS é relacionado com os destinos turísticos, o marketing turístico e o impacto da pandemia COVID-19 no turismo. Especificamente culmina com a criação de um modelo representativo dos seus elementos caracterizadores e com uma compreensão da sua aplicabilidade no contexto real de um destino. Para tal foi realizado um estudo de caso no destino S. Brás de Alportel (Algarve, Portugal) cujo objetivo consistiu em identificar se o destino tinha condições, no âmbito da oferta turística, para se afirmar um DT-EVS e se essa poderia ser uma mais valia na sua estratégia de marketing turístico. Recorreu-se a uma metodologia qualitativa - entrevistas semi-estruturadas realizadas a intervenientes do setor público e privado. Os dados foram posteriormente analisados com recurso ao software MAXQDA 2020®.
Concluiu-se que DT-EVS é uma forma de reinventar o turismo de bem-estar, ao oferecer uma abordagem mais complementar. Trata-se de um cluster e de uma experiência turística que conjuga várias ofertas entre a natureza, a gastronomia, o exercício físico, o relaxamento e a cultura, num ambiente propício ao desenvolvimento de estilos de vida saudáveis; e que procura ser ajustada ao novo consumidor e proporcionar-lhe um bem-estar a longo prazo fruto de um crescimento pessoal aquando da experiência.
O destino em estudo apresentou condições para se afirmar um DT-EVS, embora necessitasse de atender a alguns elementos em falta, a sua implementação na estratégia de marketing turístico poderá ser uma forma de melhorar a gestão e marketing do destino, de potenciar os seus atuais recursos e atrativos, e de garantir os maiores benefícios para todos.
In tourism studies, the pandemic of the new coronavirus (COVID-19) has contributed to a reflection combining the competitiveness and sustainability of this industry. Socially, has generated increased social awareness around the value of health, causing changes in consumption patterns and highlighting the preference for healthier lifestyles. This dissertation suggests a fusion between tourism, marketing and public health, seeking to deepen and develop an understanding about the concept - Healthy lifestyle tourism cluster (HLTC) - previously addressed by Novelli, Schmitz, & Spencer (2006) and scarcely explored in the literature. In this investigation, the HLTC concept is related to tourist destinations, tourism marketing and the impact of the pandemic COVID-19 on tourism. Specifically, it culminates in the creation of a representative model of its characterizing elements and an understanding of its applicability in the real context of a destination. To this end, a case study was carried out at the destination S. Brás de Alportel (Algarve, Portugal) whose objective was to identify if the destination had conditions, within the scope of the tourism offer, to affirm a HLTC and if this could be an added value in its tourism marketing strategy. A qualitative methodology was used - semi-structured interviews conducted with public and private sector stakeholders. The data were subsequently analyzed using the MAXQDA 2020® software. It has been concluded that HLTC is a way to reinvent wellness tourism, as it offers a more complementary approach. It is a cluster and a tourist experience that combines several offerings based on nature, gastronomy, physical exercise, relaxation and culture, in an environment conducive to the development of healthy lifestyles; and that seeks to be adjusted to the new consumer and provide him or her with long-term well-being as a result of personal growth during the experience. The destination under study presented conditions to be an HLTC, although it needed to attend to some missing elements, its implementation in the tourism marketing strategy could be a way to promote a better management and marketing of the destination, to enhance its current resources and attractions, and to guarantee the greatest benefits for all.
In tourism studies, the pandemic of the new coronavirus (COVID-19) has contributed to a reflection combining the competitiveness and sustainability of this industry. Socially, has generated increased social awareness around the value of health, causing changes in consumption patterns and highlighting the preference for healthier lifestyles. This dissertation suggests a fusion between tourism, marketing and public health, seeking to deepen and develop an understanding about the concept - Healthy lifestyle tourism cluster (HLTC) - previously addressed by Novelli, Schmitz, & Spencer (2006) and scarcely explored in the literature. In this investigation, the HLTC concept is related to tourist destinations, tourism marketing and the impact of the pandemic COVID-19 on tourism. Specifically, it culminates in the creation of a representative model of its characterizing elements and an understanding of its applicability in the real context of a destination. To this end, a case study was carried out at the destination S. Brás de Alportel (Algarve, Portugal) whose objective was to identify if the destination had conditions, within the scope of the tourism offer, to affirm a HLTC and if this could be an added value in its tourism marketing strategy. A qualitative methodology was used - semi-structured interviews conducted with public and private sector stakeholders. The data were subsequently analyzed using the MAXQDA 2020® software. It has been concluded that HLTC is a way to reinvent wellness tourism, as it offers a more complementary approach. It is a cluster and a tourist experience that combines several offerings based on nature, gastronomy, physical exercise, relaxation and culture, in an environment conducive to the development of healthy lifestyles; and that seeks to be adjusted to the new consumer and provide him or her with long-term well-being as a result of personal growth during the experience. The destination under study presented conditions to be an HLTC, although it needed to attend to some missing elements, its implementation in the tourism marketing strategy could be a way to promote a better management and marketing of the destination, to enhance its current resources and attractions, and to guarantee the greatest benefits for all.
Description
Keywords
Destino turístico Marketing turístico Estilos de vida saudáveis Competitividade Sustentabilidade Turismo Saúde pública