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A presente dissertação tem por objetivo avaliar o potencial da cidade do Porto para
atrair e satisfazer as necessidades do mercado de turismo emissor chinês. Numa
altura em que se assiste a um crescimento exponencial do número de turistas
chineses a viajar por todo o mundo, muitos países e organizações dão mostras de
estar atentos a este fenómeno e desenvolvem estratégias para atrair este mercado.
Existe atualmente uma tendência de agradar e alocar esforços e recursos na
abordagem aos turistas chineses, no que foi identificado em 2011 pela empresa
TrendWatching como a tendência Red Carpet.
Neste estudo começamos por efetuar uma revisão da literatura sobre a tendência
Red Carpet, a caracterização do mercado de turismo emissor chinês e também
sobre o marketing de cidades. A partir do modelo de níveis de marketing de cidades
desenvolvido por Kotler et al. (1999), procede-se depois à análise da adequação
dos “fatores de marketing” da cidade do Porto e do comportamento das entidades
responsáveis pelo planeamento da cidade face ao mercado de turistas chineses.
A principal conclusão retirada do estudo é a constatação de que os “fatores de
marketing” da cidade do Porto estão adequados às principais motivações do
mercado chinês, apesar da existência de algumas barreiras que criam dificuldades
aos turistas chineses, como a questão linguística, entre outras. Não existem na
cidade do Porto manifestações da tendência de Red Carpet e não é dada, para já,
grande importância a este mercado por parte dos agentes públicos e privados da
cidade.
Para poder aproveitar o crescimento deste mercado muito promissor, a cidade do
Porto deve então, no nosso entender, diminuir as barreiras e entraves existentes
para os turistas chineses e reforçar a sua imagem junto deste mercado. No final
deste trabalho é apresentada uma proposta de ação com uma série de medidas e
estratégias com o objetivo de atrair mais turistas chineses e diminuir os
constrangimentos que se levantam no processo de viagem.
The aim of this dissertation is to evaluate the Oporto city’s potential to attract and meet the needs of the Chinese outbound turism market. At a time when we are witnessing an exponential growth in the number of Chinese tourists travelling around the world, many countries and organizations show signs that they are aware of this phenomenon and develop strategies to attract this market. There is currently a tendency to please and allocate resources and efforts in addressing the Chinese tourists, in what has been identified in 2011 by the company TrendWatching as the Red Carpet trend. In this study it is initially performed a literature review on the Red Carpet trend, the characterization of the Chinese outbound tourism market and also about city marketing. From the model of levels of city marketing developed by Kotler et al. (1999), we proceed then to analyze whether the marketing factors of Oporto are adequate to this market and also the behavior of the entities responsible for the planning of the city against the Chinese tourist market. The main conclusion from the study is the finding that marketing factors of Oporto are appropriate to the main motivations of the Chinese market, although there are some barriers that create difficulties for Chinese tourists such as the language issue, among others. There are no demonstrations of the Red Carpet trend in Oporto and it is not given, so far, much importance to this market by the public and private actors in the city. In order to take advantage of the growth of this very promising market, Oporto city must then, in our point of view, reduce barriers and obstacles for Chinese tourists and strengthen its image amongst this market. At the end of this paper is presented a proposal of action containing several strategies and recommended proceedings so that the city can attract more Chinese tourists and reduce the constraints which arise in the process of traveling.
The aim of this dissertation is to evaluate the Oporto city’s potential to attract and meet the needs of the Chinese outbound turism market. At a time when we are witnessing an exponential growth in the number of Chinese tourists travelling around the world, many countries and organizations show signs that they are aware of this phenomenon and develop strategies to attract this market. There is currently a tendency to please and allocate resources and efforts in addressing the Chinese tourists, in what has been identified in 2011 by the company TrendWatching as the Red Carpet trend. In this study it is initially performed a literature review on the Red Carpet trend, the characterization of the Chinese outbound tourism market and also about city marketing. From the model of levels of city marketing developed by Kotler et al. (1999), we proceed then to analyze whether the marketing factors of Oporto are adequate to this market and also the behavior of the entities responsible for the planning of the city against the Chinese tourist market. The main conclusion from the study is the finding that marketing factors of Oporto are appropriate to the main motivations of the Chinese market, although there are some barriers that create difficulties for Chinese tourists such as the language issue, among others. There are no demonstrations of the Red Carpet trend in Oporto and it is not given, so far, much importance to this market by the public and private actors in the city. In order to take advantage of the growth of this very promising market, Oporto city must then, in our point of view, reduce barriers and obstacles for Chinese tourists and strengthen its image amongst this market. At the end of this paper is presented a proposal of action containing several strategies and recommended proceedings so that the city can attract more Chinese tourists and reduce the constraints which arise in the process of traveling.
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Palavras-chave
Tendência red carpet Turismo emissor chinês Marketing de cidades Cidade do Porto Red carpet trend Chinese outbound tourism City marketing Oporto city