| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.78 MB | Adobe PDF |
Authors
Abstract(s)
Podemos definir um destino turístico como um local para onde as pessoas escolhem viajar, que possui produtos, serviços e infraestruturas que satisfazem os turistas que o escolhem. Um destino turístico só começa a sê-lo quando existe uma imagem deste na mente dos potenciais turistas, não existindo destino sem uma imagem que o preceda. Neste sentido, torna-se imperativo que os destinos turísticos, tal como as marcas, transmitam uma imagem e personalidade positivas.
O turismo em Portugal tem vindo a aumentar, sendo uma das principais atividades económicas no país, que contribui em larga escala para o PIB e para os níveis de empregabilidade. Dentro de Portugal, Lisboa é o principal destino turístico, sendo a cidade que mais turistas recebe ao longo de todo o ano.
A criação da imagem de um destino turístico pode ser mediada por vários agentes, entre os quais se encontra a imprensa. Como tem vindo a ser estudado à luz da teoria do agendamento, a agenda mediática molda os assuntos sobre os quais o público pensa, e muitas vezes até a forma como pensa, e por isso a informação transmitida pelos media acaba por ter um papel fundamental na formação da imagem de um destino turístico.
A presente investigação pretende entender de que forma o jornal, enquanto meio de comunicação generalista, afeta a imagem que o público cria sobre um destino turístico e, consequentemente, de que forma esta imagem acaba por afetar as suas instituições turísticas e o volume de turismo existente na cidade de Lisboa.
Ao longo da investigação, foram analisados três mercados emissores de turismo: Espanha, Reino Unido e Brasil. Procurou perceber-se de que forma a cidade de Lisboa é representada na imprensa destes países, nomeadamente no jornal, um meio tradicional, embora tenham sido consultadas as suas versões digitais. Foram também entrevistados colaboradores da área do turismo, para perceber, do seu ponto de vista, de que forma tem evoluído o seu negócio e o turismo em Lisboa, de modo global.
As conclusões demonstram que em todos os mercados em estudo as notícias e os temas abordados na imprensa influenciam o turismo da cidade de Lisboa, bem como a imagem de Lisboa enquanto destino turístico que os potenciais turistas criam na sua mente. O fator que mais influencia é o caráter positivo ou negativo das notícias veiculadas, embora o volume total de notícias também permita estabelecer alguma relação entre as duas variáveis. Por fim, verificou-se ainda que os temas mais abordados na imprensa em estudo coincidem com alguns dos aspetos evidenciados pelos turistas como os que distinguem Lisboa dos restantes destinos turísticos, e com os aspetos considerados pelos trabalhadores do turismo como sendo os mais valorizados por quem visita a cidade.
A tourist destination can be defined as a place where people choose to travel, which has products, services and infrastructures that satisfy the tourists who choose it. A tourist destination can only begins to be a destination when there is an image projected in the potential tourist’s minds. There is no destination without an image that precedes it. In this sense, it is imperative that tourist destinations, such as brands, convey a positive image and personality. The tourism in Portugal has been increasing, and has become one of the main economic activities in the country, which contributes to a large extent to the GDP and the employability levels. In Portugal, Lisbon is the main tourist destination, and it is the city that receives a bigger number of tourists throughout the year. Several agents, inclunding the press, can mediate the tourist destination image formation. As it has been postulated in the agenda-setting theory, the media agenda shapes the subjects on which public thinks, and often even the way it thinks. Therefore, the information in the media ends up playing a fundamental role in the tourist destination image formation. The present research intends to understand how the newspaper, as a generalist media, affects the image that the public creates about a tourist destination and, as a consequence, how this image affects the tourist institutions and the volume of tourism in Lisbon city. During the investigation, three markets were analyzed: Spain, the United Kingdom and Brazil. It was sought to understand how Lisbon city is represented in the press of this three countries, namely in the newspaper, a traditional media, although the versions consulted were the digital ones. Furthermore, some tourism workers were interviewed to understand, from their point of view, how their business and the global Lisbon tourism have evolved. The conclusions show that in all the analyzed markets, the news and topics discussed on the news influence tourism in Lisbon city, as well as the image of Lisbon as a tourist destination, which potential tourists create in their mind. The most influential factor is the positive or negative nature of the news, although considering the total volume of news we can also establish a relationship between the two variables. Finally, it was also verified that the most discussed themes in the analyzed press are the same as some of the aspects evidenced by tourists when questioned about what aspects distinguish Lisbon from other tourist destinations, and considered by tourism workers interviewed as the most valued aspects by those who visit the city.
A tourist destination can be defined as a place where people choose to travel, which has products, services and infrastructures that satisfy the tourists who choose it. A tourist destination can only begins to be a destination when there is an image projected in the potential tourist’s minds. There is no destination without an image that precedes it. In this sense, it is imperative that tourist destinations, such as brands, convey a positive image and personality. The tourism in Portugal has been increasing, and has become one of the main economic activities in the country, which contributes to a large extent to the GDP and the employability levels. In Portugal, Lisbon is the main tourist destination, and it is the city that receives a bigger number of tourists throughout the year. Several agents, inclunding the press, can mediate the tourist destination image formation. As it has been postulated in the agenda-setting theory, the media agenda shapes the subjects on which public thinks, and often even the way it thinks. Therefore, the information in the media ends up playing a fundamental role in the tourist destination image formation. The present research intends to understand how the newspaper, as a generalist media, affects the image that the public creates about a tourist destination and, as a consequence, how this image affects the tourist institutions and the volume of tourism in Lisbon city. During the investigation, three markets were analyzed: Spain, the United Kingdom and Brazil. It was sought to understand how Lisbon city is represented in the press of this three countries, namely in the newspaper, a traditional media, although the versions consulted were the digital ones. Furthermore, some tourism workers were interviewed to understand, from their point of view, how their business and the global Lisbon tourism have evolved. The conclusions show that in all the analyzed markets, the news and topics discussed on the news influence tourism in Lisbon city, as well as the image of Lisbon as a tourist destination, which potential tourists create in their mind. The most influential factor is the positive or negative nature of the news, although considering the total volume of news we can also establish a relationship between the two variables. Finally, it was also verified that the most discussed themes in the analyzed press are the same as some of the aspects evidenced by tourists when questioned about what aspects distinguish Lisbon from other tourist destinations, and considered by tourism workers interviewed as the most valued aspects by those who visit the city.
Description
Keywords
Destino turístico Imagem de um destino turístico Lisboa Media Tourist destination Tourist destination image Lisbon