ESTM - Mestrado em Gestão e Sustentabilidade no Turismo
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- Evaluation of a nature-based tourism destination attractiveness - the case of MadeiraPublication . Kwiatkowska, Zuzanna; Lopes, Maria Sofia Fernandes de Pinto; Vasconcelos, João Viljoen deThis study evaluates the overall attractiveness of Madeira as a nature-based tourism destination, by utilising a comprehensive approach that integrates both the perspectives of Polish tourists and expert opinions. To achieve this, the study employed a combination of the Analytic Hierarchy Process (AHP) and the Fuzzy Comprehensive Evaluation Method (FCEM), referred to as the Fuzzy-AHP approach. Data were collected through two questionnaires: one directed to experts with extensive knowledge of Madeira and another to Polish tourists, who have visited the island. The findings from the expert pairwise comparisons indicate that tourist attractions are the most significant dimension of Madeira's nature-based tourism attractiveness, with natural attractions, cultural attractions and external access being the most important factors and special events, historical relics, and folk customs ranking as the top attributes. Attributes such as road signs, tour guide interpretation, and interpretation boards were rated the lowest. From the tourist perspective, climatic phenomena was identified as the most important attribute, followed by topography and geology and the eco-environment. In contrast, marine transportation, sports facilities, and car parks were considered the least important. The study concludes that Madeira is evaluated as an "excellent" nature-based tourism destination, reflecting very high attractiveness.
- DROMEN SURF EXPERIENCE: A SUSTAINABLE SURF TOUR OPERATOR Peniche – PortugalPublication . Zambrano, Gabriel Fernando Solorzano; Jorge, João Paulo da Conceição Silva; Abranja, Nuno Alexandre PereiraThis project is about Dromen Surf Experience a premier surf tour operator based in Peniche, Portugal that aims to provide unique multi-day surf experiences coupled with cultural activities and local gastronomy. The business seeks to fulfill the needs of mid-advanced surfers and their families by offering an authentic way to explore this renowned surfing destination. This comprehensive business project incorporates a market analysis of Peniche’s thriving surf tourism industry and the global surf tourism market. It defines the target customer segments and outlines Dromen Surf Experience’s unique value proposition of combining top-quality surf guiding with immersive cultural experiences and a strong focus on sustainability. The plan details the company's sustainable management approach and responsible tourism practices aimed at preserving the environment, engaging local communities, and driving positive impact. A thorough tourism site analysis is provided, highlighting Portugal's rich maritime culture, ideal climate for surfing, accessibility via international airports, safety, and widespread English proficiency. The country's diverse tourism offerings are explored, underscoring the significant economic impact of the tourism sector. Portugal's Tourism Strategy 2027 and key programs supporting its strategic goals are examined. The plan provides an overview of Peniche's natural conditions, infrastructure, and rise as a premier surfing destination. An assessment of the area's current surf tourism market is presented, including local surf schools, camps, hostels, and lodges. Key competitors are identified and evaluated based on services, pricing, target markets, and sustainability practices. Detailed financial projections are included, outlining revenue streams, operating costs, investments, and profitability over a five-year period. Ultimately, this project demonstrates how Dromen Surf Experience’s innovative concept, commitment to sustainability and community engagement, and experienced leadership team would position the company for success in Portugal's growing surf tourism market. By delivering exceptional, immersive, and responsible surf experiences, Dromen Surf Experience aims to become a leading sustainable surf tour operator in Peniche and beyond.
- Opportunities for the Development of Wine Tourism in the Veliko Tarnovo Region (Bulgaria)Publication . Gesheva, Tsvetelina; Jorge,, João Paulo da Conceição SilvaTourism today is one of the major thriving industries worldwide, significantly contributing to economic growth and cultural exchange (UNWTO, 2021). As individuals seek diverse experiences tailored to their preferences, various forms of tourism have emerged, each addressing specific interests and motivations. Central to this development are the goals and desires that drive tourists to destinations. Among these, wine tourism has gained prominence as a niche market, evolving into a popular alternative to traditional mass tourism (Hall & Mitchell, 2000). This specialized form of travel not only focuses on wine appreciation but also intertwines with the rich history, culture, nature, culinary traditions, and customs of the regions visited. Wine tourism is particularly appealing because it allows tourists to engage deeply with the local environment and heritage, offering them unique experiences that go beyond mere consumption of products (Charters & Ali-Knight, 2002). It facilitates a connection to the land, the people, and the intricate processes involved in wine production. Over the years, wine tourism has expanded its scope, transforming wine regions into attractive destinations for affluent tourists (Getz & Brown, 2006). This trend not only promotes local wineries but also benefits adjacent businesses, including hotels, restaurants, and retail shops, thereby creating a more holistic economic ecosystem. The Veliko Tarnovo region, in Bulgaria, known for its historical significance and natural beauty, presents a compelling case for the development of wine tourism. This study focuses specifically on exploring the opportunities for enhancing wine tourism in this area. The region's unique geographical location, combined with its rich cultural heritage and emerging wine industry, positions it as a potential hub for wine-related tourism activities. However, to fully realize this potential, it is crucial to understand the current state of wine tourism and identify avenues for growth. The primary aim of this thesis is to determine the directions and prospects for the development of wine tourism in the Veliko Tarnovo region. This objective is specified through the execution of the following research tasks: • Providing an overview of the emergence and trends in the development of wine tourism: This includes analyzing how wine tourism has evolved globally and its impact on destination branding and local economies. • Analyzing and evaluating the current state of wine tourism in the Veliko Tarnovo region: This involves assessing existing wine tourism facilities, visitor demographics, and the effectiveness of current marketing strategies. • Identifying development opportunities for wine tourism: Based on the conducted analysis and identified challenges, this task aims to propose strategic initiatives that can enhance wine tourism offerings in the region. To carry out these scientific research tasks, a variety of research methods will be employed, including SWOT analysis to identify strengths, weaknesses, opportunities, and threats; PESTE analysis to evaluate external factors influencing the industry; and qualitative methods such as stakeholder interviews and expert assessments to gather insights from industry professionals. The sources of information utilized for this study will encompass scientific works (textbooks, teaching aids, collections, encyclopedias), specialized newspapers and magazines, and the global network (Internet). By synthesizing information from these diverse sources, the research aims to provide a comprehensive understanding of wine tourism in the Veliko Tarnovo region. However, several challenges are associated with conducting this research and developing the analysis. These include limited access to statistical data regarding tourist visits in the Veliko Tarnovo region and a lack of comprehensive data on the activities of wine tourism facilities in the area. Addressing these challenges will be critical to ensuring that the research outcomes are robust and actionable. In conclusion, the Veliko Tarnovo region, Bulgaria, possesses significant potential for the development of wine tourism, driven by its geographical advantages, natural resources, and rich historical heritage. By identifying and leveraging these opportunities, the region can enhance its appeal to wine tourists and contribute to the broader growth of the tourism sector, ultimately leading to increased economic benefits for local communities.
- SAUDADE WORLD: A SUSTAINABLE RECREATIONAL TOURISM COMPANY IN PORTUGAL - Fishing tours that go beyond fishing -Publication . Miyamoto, Naho; Jorge,, João Paulo da Conceição SilvaThe following text is a business plan for a recreational tourism company in Portugal, specializing in sustainable fishing tours. The goal of this business is to provide sustainable, small-group, hands-on, locally oriented fishing tours that appeal to those interested not only in fishing but also in the local surrounding nature. These tours aim to create benefits for both locals and tourists socially, economically, and environmentally. Portugal is a well-known tourist destination for surfing, golfing, beaches, food and wine, weather, and affordability. However, compared to those activities, it is less recognized for casual fishing activities, despite being with 832 km of Atlantic coastline with diverse fish species and despite being one of the biggest fish producers and consumers in Europe, with a rich history and culture of fishing, and extensive seafood dishes. This project explains a business plan of a recreational tourism company (Operador Marítimo-Turístico), offering sustainable shore fishing tours in the Oeste region in Portugal. While fishing tours that cater to experienced anglers (by taking them on boat trips to catch fish for consumption or sale) exist, there are currently limited opportunities for individuals to experience fishing as an outdoor activity in Portugal. Participating in this shore fishing tour will not only involve fishing but also experiencing the surrounding nature, history, and culture of the coastline. Participants will also gain knowledge about marine biodiversity topics, which raises awareness about the current challenges and situation in the fishing industry. The body of this business plan aims to showcase the quality of the offered tours and the model of exceptional experiences. A combination of theoretical and practical methodologies enhances the overall tour experience while aligning with the core principle of sustainability across economic, environmental, and social aspects.
- Impact of Smart Tourism Technologies in the Tourist ExperiencePublication . Quintana, Andrea Ortiz; Rafael, Célia Maria da Conceição Salmim; Sousa , Ana Elisa Carreta deThis dissertation explores the impact of smart tourism technologies on tourists, focusing on the importance of social media, generational usage patterns, and the transformation of the customer journey map. Through a comprehensive analysis, this study reveals how these technologies are reshaping the tourism industry, influencing tourism behaviors, expectations, and experiences. Social media has become an essential tool throughout the travel journey, from inspiration and planning to real-time updates during and post travel. User-generated content and influencing posts significantly influence travel decisions, while businesses leverage social media for marketing, engagement, and feedback, enhancing customer satisfaction and loyalty. This research highlights distinct generational differences when using smart tourism technologies. Generation Z and Millennials are more open to these technologies, as they value personalized, tech-enhanced experiences and seamless connectivity. On the other hand, Generation X and Baby Boomers adopt these technologies selectively, prioritizing convenience and safety. Smart tourism technologies have significantly altered the traditional customer journey map, introducing new dimensions of interactivity and personalization in each stage (prospective phase, active phase, and reflective phase). The synthesis of these themes illustrated the interconnectedness of social media, generational usage patterns, and customer journey in shaping the modern tourist experience. Smart tourism technologies have revolutionized interactions between tourists and destinations, leading to more informed, connected, and satisfying travel experiences. A quantitative investigation will be conducted though a questionnaire answered by 200 people. Through it will be discover that one of the main smart technologies used by the younger generations is social media, where they get inspiration and are able to connect with other travelers, they also use AI and virtual reality tools. On the other hand, the older generations are more drawn to search engines technologies that help them plan the trip by choosing the options that best suit their preferences. The findings of this dissertation underscore the importance of leveraging smart tourism technologies to enhance the service and offer tailored trips to the diverse generational needs. This research provides valuable foundation for future studies and practical applications, guiding stakeholders in maximizing the potential of smart tourism technologies.
- Internship report: Development of low cost and sustainable tourism in mountain resorts based on European business model: The case of Shahdag Mountain ResortPublication . Garaybayli, Aghasadikh; Jorge, João Paulo da Conceição SilvaAs of 2022, the tourism industry has seen several emerging trends and directs that are shaping the way people travel. Rapid development of low-cost tourism can trace its beginnings to the very earliest days of the package tour. In the past twenty years, the de-regulation of European airspace and the emergence of the internet has created has permitted the development of this format. Likewise, the recent financial crisis and ever-increasing competition between destinations have also been driver and simultaneously low-cost accommodation businesses that began to supply and increased demand. However, not all regions of the World are developing contemporaneously. Even though most European cities already added a low-cost business model to their segmentation Some parts of the World however are facing several problems in this area. The reason could be already maximum inbound tourist numbers or no ability to apply this model to expand segmentation of incoming tourists. Also, it is known that not all fields within accommodation tourism can convert to satisfy low-cost tourism, one of which is mountain resorts. Mountain resorts are known to be one of the most expensive tourism choices which usually have narrow segment of average to high level income families. On the other hand, sustainable tourism, another tourism trend nowadays is also developing on uneven scale throughout the World. While some developed countries are implements laws and regulations towards development of sustainability in tourism sector, other countries have not even thought about it yet. Thus, the crossing point of these two lines presents an interesting topic for investigation in terms of the success of the mountain resorts, their success from the perspective of low-cost tourism and especially sustainable tourism.
- Virtual reality, cultural tourism, and visitor experience: a case studyPublication . Apajalahti, Victoria Teresa; Rafael,, Célia Maria Conceição Salmim; Lopes,, Maria Sofia Fernandes de Pinho; Pires,, Ana Luisa Oliveira GonçalvesImmersive technologies, such as virtual reality (VR) and augmented reality (AR) are becoming increasingly popular in the tourism industry. In cultural tourism, these technologies are being used to enhance visitors understanding of history and provide them with more differentiated and innovative experiences. This is particularly important considering people’s growing demand for self-learning, authentic experiences, and meaning-creation in travel. Virtual reality offers different ways to connect and interact with the history and heritage of a destination, opening new possibilities for cultural tourism experiences. This dissertation explores consumers' perspectives about virtual reality products on the visitor experience in cultural tourism through a case study of VR Tours Vienna. VR Tours Vienna is a walking tour in the UNESCO (United Nations Educational, Scientific and Cultural Organisation) protected centre of Vienna, Austria during which the history of the city is experienced through virtual reality. The research aims to understand how tourists perceive the experience of exploring history and culture through VR as part of a walking tour by examining perceived enjoyment, content quality, educational experience, and the reuse intention of VR. A mixed methodology – combination of a statistical analysis of a survey questionnaire and content analysis of online customer reviews were used to receive a holistic understanding of the customer experience. Educational experience, enjoyment, satisfaction with staff and content quality were found to be in the core of a successful experience. The study found positive results to a heightened reuse intention of virtual reality products after the VR experience. These results show that immersive technologies such as VR can be applied in tourist attractions and destinations to optimise tourists’ experience and to increase knowledge about the local history and culture.
- Ja Nice - Sustainable Surf and Yoga HostelPublication . Greising, Janice Maiken; Jorge, João Paulo da Conceição Silva; Bento, Carla Isabel Santos de SousaThe following text is a business plan for – Ja Nice, a sustainable surf and yoga hostel in Costa da Caparica, Portugal. It aspires to offer environmentally conscious, yoga-loving, surfenthusiastic travellers and digital nomads an experience focused on well-being, community and awareness. Ja Nice combines the elements of surfing, yoga and sustainability, targeting a demographic of travellers seeking authentic and responsible tourism experiences. The Business plan outlines strategies for reducing the environmental impact of the hostel through environmentally friendly renovations, reducing energy use, using renewable energy, composting waste and sustainably sourcing materials for furniture and decorations. Portugal, and in particular the Costa da Caparica destination, are ideal locations for such an innovative hostel concept. Portugal is known, among other things, for its breathtaking beaches and vibrant surf culture. Costa da Caparica has steadily grown in popularity in recent years, especially among the surfing community. The business plan addresses key challenges such as the balance between profitability and sustainability and the importance of developing a strong connection between guests and the local community and environment. This paper presents a model that embodies high standards of quality and efficiency in areas such as design, communication and marketing. By combining theoretical and practical approaches, the leisure experience is optimized, with particular attention paid to the economic, environmental and social aspects of both the enterprise and the local community. The concept follows the principles of sustainability and is based on the United States Agency for International Development’s Sustainable Tourism Enterprise Development: A Business Planning Approach (Humke & Hilbrunner, n.d.).
- O papel das Energias Renováveis na sustentabilidade do Turismo em Espaço Rural: a perceção do consumidorPublication . Dreyer, Rosa Cláudia Paiva da Costa Bento; Almeida, Anabela Clemente Elias; Gomes, Conceição Ilda da SilvaEste estudo propõe-se a investigar as relações entre o uso de Energias Renováveis em Estabelecimentos de Turismo de Espaço Rural e a perceção de sustentabilidade dos turistas, assim como o seu impacto na intenção e no comportamento de compra sustentável dos mesmos. Uma revisão abrangente da literatura é conduzida, de modo a estabelecer o estado da arte sobre os assuntos em estudo, destacando a importância das práticas sustentáveis no setor turístico e a sua correlação com a satisfação e atração de turistas conscientes do meio ambiente, da sociedade e da economia. O estudo empírico foi desenvolvido através de uma abordagem quantitativa, utilizando o inquérito por questionário, estruturado e autoadministrado, como ferramenta. Foram consideradas 261 respostas, que permitiram apurar, através da análise estatística, que existe a necessidade de considerar não apenas as atitudes individuais em relação à sustentabilidade, mas também fatores contextuais e sociodemográficos, ao elaborar estratégias de promoção de produtos e práticas sustentáveis nos Estabelecimentos de Turismo de Espaço Rural. Neste sentido, a utilização de Energias Renováveis está positivamente associada a uma imagem de sustentabilidade no Turismo em espaço Rural; uma imagem de sustentabilidade no Turismo em Espaço Rural influencia positivamente a intenção de compra sustentável por parte dos turistas; e a intenção de compra sustentável por parte dos turistas, influencia positivamente o comportamento de compra sustentável dos mesmo. Não obstante, apesar de existirem correlações positivas estatisticamente significativas entre todas as variáveis em estudo, não existe uma mediação significativa entre elas, sendo apresentada uma proposta de modelo mais adequado aos resultados recolhidos. No final, deixam-se algumas recomendações para o setor de Turismo em Espaço Rural, sobre como melhorar a promoção da sustentabilidade e o uso de Energias Renováveis, de modo a corresponder às expectativas dos turistas atuais e assim promover as vendas.
- Nut II - Península de Setúbal – A importância da criação de uma Entidade Regional de Turismo, de uma Marca identitária e de um Plano Estratégico de Marketing Eco-Eno-Gastronómico - como elemento reposicionador da oferta turística, alavancador de incoming e fomentador de sustentabilidade no destinoPublication . Felizardo, Fernando Manuel Vasques; Almeida, Nuno Miguel CastanheiraO presente trabalho procura identificar a possível importância da criação e existência de uma Entidade Regional de Turismo - Península de Setúbal, da mesma forma que, procura analisar a actual visão de ERT Região de Lisboa sobre o território como entidade gestora no presente, e ainda, o actual posicionamento estratégico do destino como oferta turística. Procedendo a uma análise contextual, identifica-se as características e potencialidades de oferta dos diferentes concelhos que constituem a nova NUT II Península de Setúbal, visando a parametrização de elementos estruturais que permitam ao destino estabelecer um posicionamento diferenciador e consequentemente, não estar tão sujeito a questões como a sazonalidade na oferta e não ser um mero elemento secundário ou complementar ao destino Lisboa. Também, poder assumir uma estratégia diferenciadora da oferta da Lisboa Cidade, ainda que enquadrável como destino de complementaridade aos turistas da cidade Lisboa em viagem Short City Break, mas afirmando-se como Destino com oferta própria. Assim procurou-se identificar através de marcos teóricos e revisão de literatura visões conducentes à formulação de uma proposta de criação de uma marca identitária do destino, bem como, de um plano estratégico que a suporte, tendo como core na oferta do destino, um posicionamento assente no turismo Eco-Eno-Gastronómico, atendendo à magnitude da oferta disponível neste território, nomeadamente parques e reservas naturais, enoturismo com produtores e adegas, e ainda uma potencialidade de oferta gastronómica e culinária. Sendo que todo este processo é equacionado tendo em conta o desenvolvimento do território, suas populações e agentes económicos, onde a Sustentabilidade nas suas três dimensões, Ambiental, Social e Económica (e empresarial), bem como as ODS´s (Objetivos Desenvolvimento Sustentável) e os ESG (Environmental, Social, and Corporate Governance, sejam factores determinante.