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O presente relatório de estágio curricular foi desenvolvido no âmbito do Mestrado em
Marketing e Promoção Turística da Escola Superior de Turismo e Tecnologia do Mar (ESTM),
do Instituto Politécnico de Leiria. O estágio decorreu na Quinta do Paral, empresa focada na
produção e comercialização de vinho, e também detentora de unidade hoteleira The Wine Hotel,
localizados na Vidigueira, integrando o departamento de Marketing, e teve como principal
objetivo compreender e aplicar estratégias de Marketing e desenvolvimento de produtos
turísticos em contexto real.
Ao longo do estágio foram desenvolvidas diversas atividades relacionadas com a comunicação
e promoção da unidade, nomeadamente a produção de conteúdos para suportes digitais, a
criação de materiais de comunicação e o apoio na implementação de ações de marketing
direcionadas para a valorização da marca e das experiências oferecidas pelo hotel. Estas
atividades permitiram compreender a importância da comunicação estratégica na promoção de
destinos e unidades hoteleiras inseridas em contextos de turismo de luxo e enoturismo.
Paralelamente às atividades operacionais, o relatório apresenta uma proposta de
desenvolvimento de um novo produto turístico orientado para o bem-estar, designado The
Resting Vine, concebido para responder à crescente procura por experiências associadas ao
turismo de bem-estar e às tendências emergentes do quiet luxury. A proposta surge também
como resposta a uma lacuna identificada na oferta da unidade hoteleira, que atualmente não
dispõe de serviços de spa e massagens próprios, procurando assim diversificar a experiência
do cliente e reforçar o posicionamento da Quinta do Paral enquanto destino de luxo
diferenciado.
Em síntese, o estágio permitiu articular conhecimentos teóricos com a prática profissional,
evidenciando o papel do marketing turístico e do desenvolvimento de produtos inovadores na
consolidação da competitividade de unidades hoteleiras inseridas em destinos emergentes.
This internship report was developed within the framework of the master’s degree in Marketing and Tourism Promotion at the Escola Superior de Turismo e Tecnologia do Mar (ESTM), Instituto Politécnico de Leiria. Furthermore, it was carried out at Quinta do Paral, located in Vidigueira, Alentejo, within the Marketing Department. The primary objective of this experience was to apply and consolidate academic knowledge in tourism marketing, communication strategies and product development within a real hospitality context. During the internship, several activities related to the promotion and communication of the hotel were undertaken, including the creation of digital content, the development of communication material and the support of marketing initiatives aimed at strengthening the brand positioning of the unit and enhancing the visibility of the experiences offered. These activities provided a deeper understanding of the strategic role of communication and marketing in the promotion of luxury hospitality units and wine tourism destinations. In addition to the operational tasks carried out during the internship, this report presents the development of a tourism product proposal focused on wellness, entitled The Resting Vine. The proposal was designed to diversify the hotel's offer and respond to the increasing demand for wellness-oriented experiences, while aligning with contemporary trends associated with quiet luxury. By integrating elements related to relaxation, personalization and connection with the surrounding territory, the proposal concept seeks to enhance the overall guest experience and contribute to the differentiation and competitiveness of the hospitality unit.
This internship report was developed within the framework of the master’s degree in Marketing and Tourism Promotion at the Escola Superior de Turismo e Tecnologia do Mar (ESTM), Instituto Politécnico de Leiria. Furthermore, it was carried out at Quinta do Paral, located in Vidigueira, Alentejo, within the Marketing Department. The primary objective of this experience was to apply and consolidate academic knowledge in tourism marketing, communication strategies and product development within a real hospitality context. During the internship, several activities related to the promotion and communication of the hotel were undertaken, including the creation of digital content, the development of communication material and the support of marketing initiatives aimed at strengthening the brand positioning of the unit and enhancing the visibility of the experiences offered. These activities provided a deeper understanding of the strategic role of communication and marketing in the promotion of luxury hospitality units and wine tourism destinations. In addition to the operational tasks carried out during the internship, this report presents the development of a tourism product proposal focused on wellness, entitled The Resting Vine. The proposal was designed to diversify the hotel's offer and respond to the increasing demand for wellness-oriented experiences, while aligning with contemporary trends associated with quiet luxury. By integrating elements related to relaxation, personalization and connection with the surrounding territory, the proposal concept seeks to enhance the overall guest experience and contribute to the differentiation and competitiveness of the hospitality unit.
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Desenvolvimento de produtos turísticos Marketing turístico Quiet Luxury Turismo de luxo Turismo de bem-estar