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Publication
Plano estratégico para o desenvolvimento turístico do destino de Alcobaça
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| 6.34 MB | Adobe PDF |
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Abstract(s)
Este trabalho de mestrado tem como objetivo principal a elaboração de um plano estratégico para o desenvolvimento turístico do concelho de Alcobaça, destacando a importância do planeamento estratégico e explorando a contextualização económica mundial e nacional, políticas de apoio ao turismo e tendências do setor. Para tal, procedeu-se a uma análise do panorama da atividade turística, bem como a um diagnóstico do território, com base na caracterização dos seus recursos e na realização de um inquérito aos seus agentes. Esta análise proporcionou uma compreensão alargada dos recursos, potencialidades e realidade locais. O plano estratégico delineado abrange ações concretas como combater a sazonalidade, atrair novos mercados, promover a presença omnicanal, desenvolver novos produtos turísticos, formar e qualificar o setor, apostar na sustentabilidade e turismo de qualidade, transformar Alcobaça num “destino inteligente”. O estudo conclui com ênfase na implementação colaborativa das estratégias, destacando a criação de um gabinete multidisciplinar de turismo. Este trabalho visa não só enriquecer a experiência turística em Alcobaça, mas também contribuir para o crescimento sustentável da região, preservando o seu património cultural e ambiental, contribuindo para a diversificação da economia local, a criação de emprego e a melhoria da qualidade de vida da população.
The main aim of this master's thesis is to draw up a strategic plan for tourism development in the municipality of Alcobaça, highlighting the importance of strategic planning and exploring the global and national economic context, policies to support tourism and trends in the sector. To this end, an analysis of the panorama of the tourism sector was carried out, as well as a diagnosis of the territory, based on the characterization of its resources and a survey of its agents. This analysis provided a broad understanding of the local resources, potential and reality. The strategic plan outlined covers concrete actions such as addressing seasonality, attracting new markets, promoting an omnichannel presence, developing new tourism products, training, and qualifying the sector, investing in sustainability and quality tourism, and transforming Alcobaça into a "smart destination". The study concludes by emphasizing the collaborative implementation of strategies, highlighting the creation of a multidisciplinary tourism office. This work aims not only to enrich the tourist experience in Alcobaça, but also to contribute to the sustainable growth of the region, preserving its cultural and environmental heritage, contributing to the diversification of the local economy, job creation and improving the quality of life of the population.
The main aim of this master's thesis is to draw up a strategic plan for tourism development in the municipality of Alcobaça, highlighting the importance of strategic planning and exploring the global and national economic context, policies to support tourism and trends in the sector. To this end, an analysis of the panorama of the tourism sector was carried out, as well as a diagnosis of the territory, based on the characterization of its resources and a survey of its agents. This analysis provided a broad understanding of the local resources, potential and reality. The strategic plan outlined covers concrete actions such as addressing seasonality, attracting new markets, promoting an omnichannel presence, developing new tourism products, training, and qualifying the sector, investing in sustainability and quality tourism, and transforming Alcobaça into a "smart destination". The study concludes by emphasizing the collaborative implementation of strategies, highlighting the creation of a multidisciplinary tourism office. This work aims not only to enrich the tourist experience in Alcobaça, but also to contribute to the sustainable growth of the region, preserving its cultural and environmental heritage, contributing to the diversification of the local economy, job creation and improving the quality of life of the population.
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Keywords
Turismo Planeamento estratégico Alcobaça Desenvolvimento sustentável Marketing territorial Ações estratégicas Promoção Qualificação