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Angola no imaginário turístico português : perceção atual e construção de uma proposta de valor
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O presente estudo investiga de que forma Angola pode desenvolver uma proposta de valor turística diferenciadora capaz de atrair turistas portugueses, num contexto competitivo dominado por destinos africanos consolidados como Cabo Verde e África do Sul. A dissertação combina uma análise institucional e comparativa com um estudo de mercado aplicado, de modo a compreender as perceções, motivações e barreiras que condicionam a escolha de Angola como destino de lazer. O trabalho integra dados secundários, entrevistas a agentes do setor e um inquérito a 164 respondentes portugueses, permitindo articular a visão do consumidor e a dos operadores turísticos. Os resultados revelam uma discrepância entre o potencial do destino e a sua perceção no mercado: Angola é vista como autêntica, mas distante e pouco acessível. A ausência de produtos turísticos estruturados e de comunicação consistente impede a conversão do interesse em intenção de visita. O benchmarking com a África do Sul evidencia a importância da governação integrada, da segmentação de produtos e da comunicação baseada em storytelling e confiança. O estudo propõe um conjunto de ações prioritárias para o Ministério do Turismo, centradas na profissionalização, coordenação institucional e promoção orientada a resultados, destacando a marca Visit Angola - The Rhythm of Life como alicerce estratégico para o reposicionamento internacional do país.
This study explores how Angola can develop a differentiated tourism value proposition to attract Portuguese tourists, within a competitive landscape dominated by established African destinations such as Cape Verde and South Africa. The research combines institutional and comparative analysis with applied market research to understand the perceptions, motivations, and barriers influencing Angola’s positioning as a leisure destination. The work draws on secondary data, interviews with sector professionals, and a survey of 164 Portuguese respondents, bridging consumer insights with industry perspectives. Findings indicate a gap between Angola’s tourism potential and its market perception: the country is viewed as authentic but distant and insufficiently structured. The lack of cohesive tourism products and consistent communication hinders conversion from interest to actual visitation. Benchmarking against South Africa highlights the role of integrated governance, product segmentation, and narrative-driven communication in building destination confidence. The study outlines actionable recommendations for Angola’s Ministry of Tourism focused on professionalisation, institutional coordination, and performance-oriented marketing, emphasising Visit Angola - The Rhythm of Life brand as the strategic foundation for the nation’s international repositioning.
This study explores how Angola can develop a differentiated tourism value proposition to attract Portuguese tourists, within a competitive landscape dominated by established African destinations such as Cape Verde and South Africa. The research combines institutional and comparative analysis with applied market research to understand the perceptions, motivations, and barriers influencing Angola’s positioning as a leisure destination. The work draws on secondary data, interviews with sector professionals, and a survey of 164 Portuguese respondents, bridging consumer insights with industry perspectives. Findings indicate a gap between Angola’s tourism potential and its market perception: the country is viewed as authentic but distant and insufficiently structured. The lack of cohesive tourism products and consistent communication hinders conversion from interest to actual visitation. Benchmarking against South Africa highlights the role of integrated governance, product segmentation, and narrative-driven communication in building destination confidence. The study outlines actionable recommendations for Angola’s Ministry of Tourism focused on professionalisation, institutional coordination, and performance-oriented marketing, emphasising Visit Angola - The Rhythm of Life brand as the strategic foundation for the nation’s international repositioning.
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Marketing de destinos Imagem de destino Turista português Posicionamento turístico Angola Destination marketing Destination image Portuguese tourist Tourism positioning
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Licença CC
Sem licença CC