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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 destino
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Advisor(s)
Abstract(s)
O 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.
This work seeks to identify the possible importance of the creation and existence of a Regional Tourism Entity (ERT) - Peninsula de Setúbal, in the same way that it seeks to analyze the current vision of ERT Lisboa Region on the territory as a managing entity in the present, and also, the current strategic positioning of the destination as a tourist offer. Carrying out a contextual analysis, the characteristics and potential of the different municipalities that constitute the new NUT II - Peninsula de Setúbal are identified, aiming to parameterize structural elements that allow the destination to establish a differentiating positioning and consequently, not be so subject to issues such as seasonality in the offer and not being a mere secondary or complementary element to the Lisbon destination. Also, being able to adopt a differentiating strategy for Lisbon City's offer, although framed as a complementary destination for the city's tourists on Short City Break trips, but asserting itself as a Destination with its own offer. Thus, we sought to identify, through theoretical frameworks and literature review, visions leading to the formulation of a proposal to create an identity brand for the destination, as well as a strategic plan that supports it, having as the core of the destination's offering, a positioning based on Eco-Eno-Gastronomic tourism, given the magnitude of the offer available in this territory, namely parks and natural reserves, wine tourism with producers and wineries and also a potential gastronomic and culinary offer. This entire process is considered taking into account the development of the territory, its populations and economic agents, where Sustainability in its three dimensions, Environmental, Social and Economic (and business), as well as the SDGs (Sustainable Development Objectives) and ESG (Environmental, Social, and Corporate Governance) are determining or decisive factors.
This work seeks to identify the possible importance of the creation and existence of a Regional Tourism Entity (ERT) - Peninsula de Setúbal, in the same way that it seeks to analyze the current vision of ERT Lisboa Region on the territory as a managing entity in the present, and also, the current strategic positioning of the destination as a tourist offer. Carrying out a contextual analysis, the characteristics and potential of the different municipalities that constitute the new NUT II - Peninsula de Setúbal are identified, aiming to parameterize structural elements that allow the destination to establish a differentiating positioning and consequently, not be so subject to issues such as seasonality in the offer and not being a mere secondary or complementary element to the Lisbon destination. Also, being able to adopt a differentiating strategy for Lisbon City's offer, although framed as a complementary destination for the city's tourists on Short City Break trips, but asserting itself as a Destination with its own offer. Thus, we sought to identify, through theoretical frameworks and literature review, visions leading to the formulation of a proposal to create an identity brand for the destination, as well as a strategic plan that supports it, having as the core of the destination's offering, a positioning based on Eco-Eno-Gastronomic tourism, given the magnitude of the offer available in this territory, namely parks and natural reserves, wine tourism with producers and wineries and also a potential gastronomic and culinary offer. This entire process is considered taking into account the development of the territory, its populations and economic agents, where Sustainability in its three dimensions, Environmental, Social and Economic (and business), as well as the SDGs (Sustainable Development Objectives) and ESG (Environmental, Social, and Corporate Governance) are determining or decisive factors.
Description
Keywords
Turismo gastronómico Entidade Regional de Turismo Península Setúbal Marketing gastronómico; Enoturismo; Marca & Marketing Enoturismo Marca & Marketing