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Experiências Temáticas e Turismo: A Relevância dos Roteiros para a Promoção do Bombarral
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Resumo(s)
Numa época marcada pela viragem para o turismo experiencial e pela crescente digitalização da experiência turística, esta dissertação investiga o potencial de desenvolvimento turístico do concelho do Bombarral, propondo a criação de roteiros temáticos como estratégia para aumentar a sua atratividade e prolongar a permanência média dos turistas. Partindo do desafio de diversificar a oferta para além do Bacalhôa Buddha Eden, principal polo de atração do concelho, o estudo adota uma metodologia mista. Na fase quantitativa, um inquérito por questionário (n=107) permitiu caracterizar o perfil, motivações e recetividade digital dos visitantes; na fase qualitativa, uma entrevista semiestruturada à Câmara Municipal validou as fragilidades e oportunidades
do território.
Os resultados confirmam uma identidade local forte, assente na viticultura, na Pera Rocha e no património cultural e natural, mas evidenciam que as estadias são maioritariamente de curta duração. Foi identificado um elevado interesse em experiências de enoturismo, natureza e cultura, bem como uma recetividade expressiva (96,3%) à utilização de uma aplicação digital de apoio à visita. Com base neste diagnóstico, a investigação culmina na proposta de cinco roteiros temáticos
segmentados — "Sabores com História", "Natureza e Bem-Estar", "História e Património
Vivo", "Roteiros Alternativos" e "Caminhos da Alma" — suportados por uma plataforma digital. Conclui-se que esta abordagem integrada constitui uma ferramenta estratégica para valorizar os recursos endógenos, diversificar a procura e consolidar a competitividade do Bombarral enquanto destino turístico sustentável.
In an era marked by the shift towards experiential tourism and the growing digitalization of the tourist experience, this dissertation aims to analyse the tourism development potential of the municipality of Bombarral, proposing the creation of thematic routes as a strategy to increase its attractiveness and extend tourists’ average length of stay. Addressing the challenge of diversifying the offer beyond Bacalhôa Buddha Eden — the main attraction of the municipality — the study adopts a mixed-methods approach. In the quantitative phase, a questionnaire survey (n = 107) enabled the characterisation of visitors’ profiles, motivations, and digital receptiveness; in the qualitative phase, a semi structured interview with the Municipal Council validated the territory’s weaknesses and opportunities. The results confirm a strong local identity based on viticulture, Pera Rocha (a distinctive pear variety), and cultural and natural heritage, while also revealing that stays are predominantly short. A high level of interest in wine tourism, nature-based and cultural experiences was identified, together with significant receptiveness (96.3%) to the use of a digital application to support visits. Building on this diagnosis, the research culminates in the proposal of five segmented thematic routes — Flavours with History, Nature and Well-being, History and Living Heritage, Alternative Routes, and Paths of the Soul — supported by a digital platform. The study concludes that this integrated approach constitutes a strategic tool to enhance endogenous resources, diversify demand, and strengthen Bombarral’s competitiveness as a sustainable tourism destination.
In an era marked by the shift towards experiential tourism and the growing digitalization of the tourist experience, this dissertation aims to analyse the tourism development potential of the municipality of Bombarral, proposing the creation of thematic routes as a strategy to increase its attractiveness and extend tourists’ average length of stay. Addressing the challenge of diversifying the offer beyond Bacalhôa Buddha Eden — the main attraction of the municipality — the study adopts a mixed-methods approach. In the quantitative phase, a questionnaire survey (n = 107) enabled the characterisation of visitors’ profiles, motivations, and digital receptiveness; in the qualitative phase, a semi structured interview with the Municipal Council validated the territory’s weaknesses and opportunities. The results confirm a strong local identity based on viticulture, Pera Rocha (a distinctive pear variety), and cultural and natural heritage, while also revealing that stays are predominantly short. A high level of interest in wine tourism, nature-based and cultural experiences was identified, together with significant receptiveness (96.3%) to the use of a digital application to support visits. Building on this diagnosis, the research culminates in the proposal of five segmented thematic routes — Flavours with History, Nature and Well-being, History and Living Heritage, Alternative Routes, and Paths of the Soul — supported by a digital platform. The study concludes that this integrated approach constitutes a strategic tool to enhance endogenous resources, diversify demand, and strengthen Bombarral’s competitiveness as a sustainable tourism destination.
Descrição
Palavras-chave
Bombarral Turismo Experiencial Marketing Experiencial Roteiros Temáticos Desenvolvimento Local