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O Caminho Português de Santiago – Caminho da Costa: A satisfação com a comunicação e promoção realizada pelos municípios e com os serviços turísticos disponibilizados
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Abstract(s)
O Caminho Português de Santiago, como hoje o conhecemos, resulta de inúmeras vias, que remetem a diferentes épocas (Otero, 2009). Este integra 10 municípios do Norte de Portugal e é, atualmente, o 3º percurso mais percorrido, dos Caminhos de Santiago, apenas atrás do Francês e do Português Central, prevendo-se que num futuro próximo venha mesmo a ultrapassá-los. Surge assim a necessidade de investigar sobre a satisfação dos peregrinos com os serviços que integram o percurso, nomeadamente, alojamento, restauração e animação, bem como a sua recetividade a novos serviços e de que forma os mesmos utilizam os canais digitais para realizar o planeamento da sua peregrinação, uma vez que a comunicação e o marketing representam a possibilidade de informar não só sobre as características utilitárias, mas também das características experienciais, de forma a despertar um interesse que leve à ação (Wichels, 2014).
O estudo tem então, como objetivos, compreender se a comunicação e promoção do Caminho Português da Costa estão a alcançar o público-alvo, conhecer a utilização dos canais digitais, pelos peregrinos, constatar a satisfação dos peregrinos com os serviços turísticos e estabelecer o perfil do peregrino do Caminho Português da Costa. Para isso adotou-se uma metodologia de investigação que inclui: (1) um inquérito por questionário aos peregrinos do Caminho Português da Costa e (2) uma análise do conteúdo bibliográfico e webgráfico revisto e dos dados recolhidos através do questionário.
Com base nos resultados obtidos concluiu-se que os peregrinos se apresentam satisfeitos com os serviços disponíveis ao longo do percurso, apresentando-se, contudo, na sua maioria, recetivos a novos serviços complementares que, supridas as suas necessidades básicas, enriquecem a sua experiência durante o Caminho. A promoção e comunicação do Caminho Português da Costa, não é coerente aquando da promoção pelas entidades portuguesas e pela Xunta da Galícia, denotando-se que não existe um esforço comum para a promoção do mesmo. No que respeita à promoção e comunicação levada a cabo pelos municípios, ressalta-se que à exceção de Matosinhos, Vila do Conde, Viana do Castelo e Vila Nova de Cerveira, a comunicação é baixa e desatualizada.
The Portuguese Way of Saint James, as we know it today, is the result of numerous routes dating back to different eras (Otero, 2009). It includes 10 municipalities in the north of Portugal and is currently the third most traveled of the Camino de Santiago routes, behind only the French and Central Portuguese, although it is expected to overtake them in the near future. There is thus a need to investigate pilgrims' satisfaction with the services that make up the route, namely accommodation, catering and entertainment, as well as their receptiveness to new services and how they use digital channels to plan their pilgrimage, since communication and marketing represent the possibility of informing not only about utilitarian characteristics, but also experiential characteristics, in order to arouse an interest that leads to action (Wichels, 2014). The objectives of the study are therefore to understand whether the communication and promotion of the Portuguese Coastal Way is reaching its target audience, to find out how pilgrims use digital channels, to ascertain pilgrim satisfaction with tourist services and to establish the profile of the Portuguese Coastal Way pilgrim. To this end, a research methodology was adopted which includes: (1) a questionnaire survey of pilgrims on the Portuguese Coastal Way and (2) an analysis of the bibliographic and web content reviewed, and the data collected through the questionnaire. Based on the results obtained, it was concluded that pilgrims are satisfied with the services available along the route, although most of them are open to new complementary services which, once their basic needs have been met, enrich their experience along the Way. The promotion and communication of the Portuguese Coastal Way is inconsistent between the Portuguese authorities and the Xunta da Galicia, and there is no common effort to promote it. Regarding the promotion and communication carried out by the municipalities, it should be noted that except for Matosinhos, Vila do Conde, Viana do Castelo and Vila Nova de Cerveira, communication is low and out of date.
The Portuguese Way of Saint James, as we know it today, is the result of numerous routes dating back to different eras (Otero, 2009). It includes 10 municipalities in the north of Portugal and is currently the third most traveled of the Camino de Santiago routes, behind only the French and Central Portuguese, although it is expected to overtake them in the near future. There is thus a need to investigate pilgrims' satisfaction with the services that make up the route, namely accommodation, catering and entertainment, as well as their receptiveness to new services and how they use digital channels to plan their pilgrimage, since communication and marketing represent the possibility of informing not only about utilitarian characteristics, but also experiential characteristics, in order to arouse an interest that leads to action (Wichels, 2014). The objectives of the study are therefore to understand whether the communication and promotion of the Portuguese Coastal Way is reaching its target audience, to find out how pilgrims use digital channels, to ascertain pilgrim satisfaction with tourist services and to establish the profile of the Portuguese Coastal Way pilgrim. To this end, a research methodology was adopted which includes: (1) a questionnaire survey of pilgrims on the Portuguese Coastal Way and (2) an analysis of the bibliographic and web content reviewed, and the data collected through the questionnaire. Based on the results obtained, it was concluded that pilgrims are satisfied with the services available along the route, although most of them are open to new complementary services which, once their basic needs have been met, enrich their experience along the Way. The promotion and communication of the Portuguese Coastal Way is inconsistent between the Portuguese authorities and the Xunta da Galicia, and there is no common effort to promote it. Regarding the promotion and communication carried out by the municipalities, it should be noted that except for Matosinhos, Vila do Conde, Viana do Castelo and Vila Nova de Cerveira, communication is low and out of date.
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Keywords
Caminho Português da Costa Caminhos de Santiago Turismo Promoção e Comunicação Satisfação