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Resumo(s)
O presente estudo pretende percecionar a viabilidade da constituição de um novo
operador turístico sediado em Coimbra, cujo objetivo será associar conhecimento à
criação de valor, dinamizando o turismo cultural da cidade de Coimbra como destino
turístico da região centro. Para o efeito, a questão de investigação colocada nesta
dissertação foi a seguinte:
“Torna-se viável a constituição de um novo operador turístico de base local/regional, a estabelecer-se
na cidade de Coimbra, que promova a internacionalização da procura turística da região, através da
aposta em novos nichos de mercado?”
Para a realização deste trabalho, utilizou-se um método qualitativo, tendo para o efeito
sido realizadas oito entrevistas a relevantes stakeholders, do setor público e privado: um
operador turístico; um grupo hoteleiro; um instituto responsável pela elaboração do
plano de marketing para o Turismo do Centro (T.C.); a Agência Regional de Promoção
Turística do Centro (A.R.P.T.C.); uma D.M.C. vocacionada para o turismo da saúde,
uma Entidade Municipal vocacionada para o Turismo Judaico e a Vereação da Cultura
da Câmara Municipal de Coimbra (responsável pelos pelouros da cultura e do turismo).
Os resultados obtidos através desta investigação confirmaram de forma expressiva que a
criação de um novo operador turístico em Coimbra vocacionado para nichos de mercado
específicos acrescenta valor à região.
This study aims to understand the feasibility of setting up a new tourist operator based in Coimbra, whose purpose will be to associate knowledge to create value, fostering the cultural tourism of the city of Coimbra as a tourist destination of the central region. For this purpose the research question posed in this dissertation was: "It is possible the formation of a new tour operator of local / regional basis, to settle in the city of Coimbra, which promotes the internationalization of tourism demand in the region by targeting new market niches?" For this work, we used a qualitative method, and to this end have been conducted eight interviews with relevant stakeholders, the public and private sector: A tour operator; a hotel group; An institute responsible for preparing the marketing plan for the Central Tourist (T.C.); the Regional Tourism Promotion Center Agency (A.R.P.T.C.); one D.M.C. dedicated to tourism of health, a Municipal Entity dedicated to the Jewish Tourism and the councilor of Culture of the City Hall of Coimbra (responsible for the portfolios of culture and tourism). The results obtained through this research confirmed expressively that the creation of a new tour operator in Coimbra designed for specific niche markets adds value to the region.
This study aims to understand the feasibility of setting up a new tourist operator based in Coimbra, whose purpose will be to associate knowledge to create value, fostering the cultural tourism of the city of Coimbra as a tourist destination of the central region. For this purpose the research question posed in this dissertation was: "It is possible the formation of a new tour operator of local / regional basis, to settle in the city of Coimbra, which promotes the internationalization of tourism demand in the region by targeting new market niches?" For this work, we used a qualitative method, and to this end have been conducted eight interviews with relevant stakeholders, the public and private sector: A tour operator; a hotel group; An institute responsible for preparing the marketing plan for the Central Tourist (T.C.); the Regional Tourism Promotion Center Agency (A.R.P.T.C.); one D.M.C. dedicated to tourism of health, a Municipal Entity dedicated to the Jewish Tourism and the councilor of Culture of the City Hall of Coimbra (responsible for the portfolios of culture and tourism). The results obtained through this research confirmed expressively that the creation of a new tour operator in Coimbra designed for specific niche markets adds value to the region.