Loading...
Publication
Estudo dos públicos em equipamentos culturais e seu potencial turístico
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 958.31 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Os estudos de públicos em equipamentos culturais têm por objetivo conhecer melhor a audiência de um local no sentido de aprimorar os seus serviços a nível de espaço, atendimento e programação. Os equipamentos culturais localizados em destinos com grande fluxo de turistas podem ter maior conhecimento acerca dos turistas culturais que visitam a região com o intuito de atrair também este público ao local. Para isto, muitos recorrem à estudos e questionários que visem um maior conhecimento sobre sua audiência. O presente trabalho tem por objetivo analisar as diferentes perceções do público de um equipamento cultural sob a ótica da experiência por ele apreciada, buscando enfatizar as principais características do público residente e turista. Para tal, foram utilizadas diferentes dimensões de análise que compõe a experiência como o ambiente do equipamento, a perceção da qualidade artística, a avaliação, a satisfação, as recordações na memória, a intenção de comportamento futuro e as fontes de informação que julgam mais importantes. Através da distribuição de questionário ao público Teatro das Figuras, durante duas noites com espetáculo de teatro, foram obtidas informações que permitiram a caracterização da audiência. O tratamento de dados deu-se por software estatístico SPSS através de testes de hipóteses e observação das médias das respostas dos inquiridos de acordo com a Escala de Likert. Foram observadas diferenças relevantes nas perceções da audiência entre residentes em Faro e turistas, bem como na divisão da mesma em escalões etários (jovem, maduro e sénior). Ao conhecer melhor seu público e tendo em vista as úteis ferramentas de gestão do marketing cultural, este trabalho forneceu informações de relevância para a gestão do Teatro das Figuras, para o turismo cultural algarvio e para o campo dos estudos de públicos em equipamentos culturais no contexto português.
Audience studies in cultural facilities aim to better understand their own audience to improve their space, service and programming services. Cultural facilities that are in destinations with a large flow of tourists should be aware of the cultural tourists visiting the region in order to attract this public to the place. Because of this, some of these places do audience surveys to gain more insight into their audience. This work aims to analyze the different perceptions of the audience of a theater from the perspective of their experience, seeking to emphasize the main characteristics of the resident and tourist public. For this, different analysis variables were used for the experience such as the theater environment, the perception of artistic quality, the evaluation, the satisfaction, the memories, the intention of future behavior and the most important sources of information. Through the distribution of a questionnaire to the public of Teatro das Figuras, during two nights with theater performances, information was obtained that allowed the characterization of the audience. Data were processed by SPSS statistical software through hypothesis testing and observation of the respondent’s average answers, according to the Likert Scale. Relevant differences were observed in the perceptions of the Faro resident audience and tourist, as well as in their division into age groups (young, mature and senior). Knowing better its audience and considering the useful tools of cultural marketing management, this work provided relevant information for the management of Teatro das Figuras, for Algarve cultural tourism and for the field of public studies on cultural facilities in the Portuguese context.
Audience studies in cultural facilities aim to better understand their own audience to improve their space, service and programming services. Cultural facilities that are in destinations with a large flow of tourists should be aware of the cultural tourists visiting the region in order to attract this public to the place. Because of this, some of these places do audience surveys to gain more insight into their audience. This work aims to analyze the different perceptions of the audience of a theater from the perspective of their experience, seeking to emphasize the main characteristics of the resident and tourist public. For this, different analysis variables were used for the experience such as the theater environment, the perception of artistic quality, the evaluation, the satisfaction, the memories, the intention of future behavior and the most important sources of information. Through the distribution of a questionnaire to the public of Teatro das Figuras, during two nights with theater performances, information was obtained that allowed the characterization of the audience. Data were processed by SPSS statistical software through hypothesis testing and observation of the respondent’s average answers, according to the Likert Scale. Relevant differences were observed in the perceptions of the Faro resident audience and tourist, as well as in their division into age groups (young, mature and senior). Knowing better its audience and considering the useful tools of cultural marketing management, this work provided relevant information for the management of Teatro das Figuras, for Algarve cultural tourism and for the field of public studies on cultural facilities in the Portuguese context.
Description
Keywords
Estudo de Públicos Turismo cultural Marketing cultural Segmentação.