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A Animação Turística como instrumento de valorização do turismo cultural e criativo no Alentejo Litoral
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| 6.21 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O presente estudo tem como objetivo central compreender a realidade turística do
Alentejo Litoral, de forma a avaliar em termos de mercado e também numa perspetiva
económico-financeira, a viabilidade da criação de uma empresa de animação turística na
região. A revisão bibliográfica centra-se essencialmente na relação entre turismo e
cultura, nas temáticas do turismo cultural e criativo, na importância do turismo e das redes
para o desenvolvimento regional, no âmbito da sua relação com a animação turística.
Procede-se à elaboração de um plano de negócios, com o objetivo de avaliar a viabilidade
de criação de uma empresa de animação turística, a operar na região do Alentejo Litoral.
A metodologia adotada assenta na recolha de dados secundários e primários qualitativos
e quantitativos, de forma a aprofundar o conhecimento sobre a temática do estudo, e
constituiu o ponto de partida para a construção dos guiões das entrevistas exploratórias e
para a elaboração do plano de negócios. Os resultados obtidos a partir das entrevistas
exploratórias confirmam o turismo como uma atividade em expansão, numa lógica de
desenvolvimento sustentável na região, em que a animação turística se reveste de
particular importância na divulgação do turismo cultural e criativo.
Por último, o estudo permitiu confirmar a viabilidade económica e financeira da criação
de uma empresa de animação turística, a operar na região do Alentejo Litoral, centrando
o serviço, na divulgação do património cultural da região. A partir das projeções efetuadas
para o desenvolvimento do projeto a cinco anos, obtivemos valores satisfatórios nos três
indicadores analisados, nomeadamente VAL, TIR e payback, o que indica a elevada
probabilidade de criação de excedentes financeiros a cinco anos, para além da
recuperação do valor investido inicialmente e uma remuneração satisfatória dos capitais
investidos.
The main purpose of this study is to understand the reality of tourism sector in Coastal Alentejo, as well as to evaluate the market, the economic and financial perspective, and the feasibility of creating a tourist company in the region. The literature review focuses essentially on the relationship between tourism and culture, on the themes of cultural and creative tourism, and on the importance of tourism and networks for regional development, within the framework of its relationship with tourism entertainment. A business plan is developed in order to evaluate the feasibility of creating a tourist animation company operating in the Alentejo Coastal region. The methodology adopted is based on the collection of qualitative and quantitative secondary and primary data, to deepen the knowledge on the theme of the study. This is the starting point for the elaboration of the exploratory interview scripts and for the preparation of the business plan. The results obtained from the exploratory interviews confirm that tourism is growing, resulting in sustainable development in the region, in which tourism animation is of particular importance in the dissemination of cultural and creative tourism. Lastly, the study also confirmed that it is economically and financially viable to create a tourist animation company, operating in the Alentejo Coastal region with focus on service and dissemination of the region’s cultural heritage. The forecast of the five-year project predicted satisfactory values for the three indicators analyzed, namely NPV, IRR and payback, which indicates a high probability of creating financial surpluses for five years, in addition to the recovery of the amount invested initially and a satisfactory return on invested capital.
The main purpose of this study is to understand the reality of tourism sector in Coastal Alentejo, as well as to evaluate the market, the economic and financial perspective, and the feasibility of creating a tourist company in the region. The literature review focuses essentially on the relationship between tourism and culture, on the themes of cultural and creative tourism, and on the importance of tourism and networks for regional development, within the framework of its relationship with tourism entertainment. A business plan is developed in order to evaluate the feasibility of creating a tourist animation company operating in the Alentejo Coastal region. The methodology adopted is based on the collection of qualitative and quantitative secondary and primary data, to deepen the knowledge on the theme of the study. This is the starting point for the elaboration of the exploratory interview scripts and for the preparation of the business plan. The results obtained from the exploratory interviews confirm that tourism is growing, resulting in sustainable development in the region, in which tourism animation is of particular importance in the dissemination of cultural and creative tourism. Lastly, the study also confirmed that it is economically and financially viable to create a tourist animation company, operating in the Alentejo Coastal region with focus on service and dissemination of the region’s cultural heritage. The forecast of the five-year project predicted satisfactory values for the three indicators analyzed, namely NPV, IRR and payback, which indicates a high probability of creating financial surpluses for five years, in addition to the recovery of the amount invested initially and a satisfactory return on invested capital.
Description
Keywords
Animação turística Turismo cultural e criativo Património cultural Redes em turismo Alentejo Litoral.