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Segmento de procura dos casamentos no Algarve. Que desafios? Que estratégias?
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Abstract(s)
O presente relatório de estágio insere-se no âmbito do 2º ano de Mestrado em Turismo, com especialização em Marketing Turístico, promovida pela Escola Superior de Gestão, Hotelaria e Turismo (ESGHT) da Universidade do Algarve.
Nesta esfera, a estagiária colaborou na elaboração do Plano de Marketing Estratégico de Turismo do Algarve (PMETA 2020-2023), no qual consta o novo produto estratégico “Casamentos”. Sendo o Algarve o destino mais procurado para este segmento a nível nacional, verificou-se a inexistência de estudos que abordassem sobre esta temática. Tendo em conta a crescente importância que este produto desempenha na economia regional e uma vez que havia interesse da Região de Turismo do Algarve em realizar um estudo mais minucioso sobre este produto, serviu de motivação para prosseguir com o mesmo, focando particularmente no segmento de procura dos casamentos na região algarvia.
O objetivo é definir a análise SWOT da região, bem como compreender a cadeia de valor dos casamentos no Algarve. A metodologia utilizada neste trabalho é a amostragem em bola de neve. É um método amplamente utilizado em pesquisas qualitativas, que produz uma amostra de estudo através de referências feitas entre pessoas que compartilham ou conhecem outras pessoas que possuem as mesmas características que são de interesse da pesquisa.
Após auscultação dos vários intervenientes do setor dos casamentos, verifica-se que o mercado dos casamentos assume um papel de grande importância para o Algarve, dado que tem vindo a crescer significativamente nos últimos anos. A região reúne todas as características de um destino de casamentos. O clima, a gastronomia, a simpatia dos algarvios, os serviços de apoio de excelência, a qualidade das praias, a boa relação qualidade-preço, o domínio da língua inglesa e a simplificação dos processos legais são alguns dos elementos que distinguem o Algarve dos restantes concorrentes.
This internship report is part of the 2nd year of the master’s degree in Tourism, with major in Tourism Marketing, promoted by the School of Management, Hospitality and Tourism (ESGHT) of the University of Algarve. In this sphere, the intern collaborated in the elaboration of the Strategic Tourism Marketing Plan for Algarve (PMETA 2020-2023), which integrates the new product “Weddings”. Algarve is the most sought-after destination for this segment nationally, but there are no scientific studies addressing this important segment. Taking into account the growing importance that this product plays in the regional economy and since there was an interest from the Algarve Tourism Region in carrying out a more detailed study on this product, it motivated the intern to do an in-depth study, focusing particularly on the demand segment of weddings in the Algarve region. The objective is to outline the SWOT analysis of the region, as well as to understand the value chain of the weddings in Algarve. The methodology used in this work is the snowball method, which is widely used in qualitative researches. It produces a study sample through references made amongst the people who share or know other people that have the same characteristics that are of interest to the research. After listening to the various players in the wedding industry, we can conclude that the wedding segment plays a crucial role in Algarve, given that it has been increasing significantly in recent years. The region possesses all the characteristics of a wedding destination. The climate, the gastronomy, the friendliness of the people of Algarve, the excellent support services, the quality of the beaches, the good quality/price ration, the command of the English language and the simplification of legal processes are some of the factors that distinguish the region from its´ competitors.
This internship report is part of the 2nd year of the master’s degree in Tourism, with major in Tourism Marketing, promoted by the School of Management, Hospitality and Tourism (ESGHT) of the University of Algarve. In this sphere, the intern collaborated in the elaboration of the Strategic Tourism Marketing Plan for Algarve (PMETA 2020-2023), which integrates the new product “Weddings”. Algarve is the most sought-after destination for this segment nationally, but there are no scientific studies addressing this important segment. Taking into account the growing importance that this product plays in the regional economy and since there was an interest from the Algarve Tourism Region in carrying out a more detailed study on this product, it motivated the intern to do an in-depth study, focusing particularly on the demand segment of weddings in the Algarve region. The objective is to outline the SWOT analysis of the region, as well as to understand the value chain of the weddings in Algarve. The methodology used in this work is the snowball method, which is widely used in qualitative researches. It produces a study sample through references made amongst the people who share or know other people that have the same characteristics that are of interest to the research. After listening to the various players in the wedding industry, we can conclude that the wedding segment plays a crucial role in Algarve, given that it has been increasing significantly in recent years. The region possesses all the characteristics of a wedding destination. The climate, the gastronomy, the friendliness of the people of Algarve, the excellent support services, the quality of the beaches, the good quality/price ration, the command of the English language and the simplification of legal processes are some of the factors that distinguish the region from its´ competitors.
Description
Keywords
Eventos Casamento Turismo de casamentos/destination weddings