Loading...
Publication
Análise do posicionamento de Portugal como Wedding Destination
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.35 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Nos últimos anos, tem-se observado uma mudança significativa nas preferências dos turistas, aumentando a procura por experiências personalizadas, únicas e memoráveis, em vez da limitação ao consumo de um serviço. Isto permite que os destinos se destaquem da concorrência, uma vez que a diferenciação se tornou essencial para atrair os visitantes. Neste contexto, o Wedding Tourism, surge como uma nova tendência relacionada ao Turismo de Eventos e de Experiências, oferecendo experiências únicas e intimistas aos casais que desejam celebrar o seu casamento fora do seu país de origem. O objetivo central desta investigação é avaliar o posicionamento de Portugal como Wedding Destination, de forma a apresentar novas estratégias para serem implementadas pelo país neste segmento de mercado. Para alcançar os objetivos propostos, esta investigação adota uma abordagem metodológica mista, que combina a aplicação de questionários e entrevistas.
In recent years, there has been a significant change in tourist preferences, increasing the demand for personalized, unique, and memorable experiences, instead of just consuming a service. This allows destinations to stand out from their competitors, as differentiation has become essential to attract visitors. In this context, Wedding Tourism has emerged as a new trend related to Event and Experience Tourism, providing distinctive and intimate experiences for couples who decide to celebrate their Weddings in foreign destinations. The main goal of this research is to analyze Portugal's positioning as a Wedding Destination, in order to provide new strategies for the country to implement in this market segment. To achieve the proposed objectives, this research adopts a mixed methodological approach, combining the application of questionnaires and interviews. Both methods were applied to the main stakeholders in the wedding industry, with a sample of 53 respondents and 7 interviewees. The results reveal that Portugal is emerging as a promising Wedding Destination, but to succeed in this competitive market, it is crucial to improve its promotional strategies in order to establish an even more consolidated position in relation to its competitors. This is because, although Portugal is recognized due to its diversity of offers and competitive advantages in the market, it is still facing challenges that need to be overcome. It is recognized that the Destination Wedding market can perform an essential role in the dynamics of the destination's tourism industry, increasing Portugal's competitiveness and attractiveness.
In recent years, there has been a significant change in tourist preferences, increasing the demand for personalized, unique, and memorable experiences, instead of just consuming a service. This allows destinations to stand out from their competitors, as differentiation has become essential to attract visitors. In this context, Wedding Tourism has emerged as a new trend related to Event and Experience Tourism, providing distinctive and intimate experiences for couples who decide to celebrate their Weddings in foreign destinations. The main goal of this research is to analyze Portugal's positioning as a Wedding Destination, in order to provide new strategies for the country to implement in this market segment. To achieve the proposed objectives, this research adopts a mixed methodological approach, combining the application of questionnaires and interviews. Both methods were applied to the main stakeholders in the wedding industry, with a sample of 53 respondents and 7 interviewees. The results reveal that Portugal is emerging as a promising Wedding Destination, but to succeed in this competitive market, it is crucial to improve its promotional strategies in order to establish an even more consolidated position in relation to its competitors. This is because, although Portugal is recognized due to its diversity of offers and competitive advantages in the market, it is still facing challenges that need to be overcome. It is recognized that the Destination Wedding market can perform an essential role in the dynamics of the destination's tourism industry, increasing Portugal's competitiveness and attractiveness.
Description
Keywords
Destination Wedding Marketing Posicionamento Promoção Wedding Destination Wedding Tourism