Reposicionar a imagem do Algarve no mercado alemão: utilização de sinergias ent...

• Author(s): Santos, Maria Margarida Teixeira Custódio dos
• Date: 2005
• Persistent ID: http://hdl.handle.net/10400.1/773
• Origin: Sapientia - Universidade do Algarve
• Subject(s): Teses; Coordenação da imagem; Agentes da oferta; Operadores turísticos; Parcerias
• Document Type: Master Thesis
• Language: Portuguese
• Advisor(s): Costa, Carlos; Ferreira, Ana Maria

Description

Dissertação mest., Gestão e Desenvolvimento em Turismo, Universidade do Algarve, 2006 The research problem resulted from a wide literature review of studies in tourism as well as a professional career as a tour guide and a teacher of the German language. The main research question aims to identify the best way to reposition the Algarve in the German market and, at the same time, to take into consideration both the development strategies marked out for this destination and the interests of the tour operators, through the establishment of a partnership between destination stakeholders and tour operators. In order to measure the possibility of a conciliation of these processes, a methodology was used which combines statistical analysis, content analysis and a questionnaire survey of destination stakeholders and tour operators. The destination stakeholders under study are shown to have an image of the Algarve as a tourist destination which is structured around characteristics of the physical environment of the destination and the main tourism products, but which, however, does not permit a differentiation compared to other competing destinations. The image revealed by the tour operators, whilst including negative elements, permits a clear differentiation of the Algarve in relation to its competition. The destination stakeholders, who are involved in the definition of the strategies marked out for the destination, have a tendency to undervalue the problems resulting from these options and to offer explanations for situations without the necessary grounding. The cross-referencing of supply data with that of demand shows that the differences in the perception of the reality of the Algarve may seriously compromise the success of a partnership to co-ordinate the image of the Algarve to be transmitted to the German market.