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A comunicação e o marketing são sem dúvida disciplinas relevantes para o estudo das relações marca/empresa e consumidor. Estas duas áreas permitem o estudo das mensagens das marcas, através das suas narrativas, dirigidas às pessoas com a mesma cosmovisão.
O turismo é uma atividade basilar na economia de qualquer país. Subdivide-se em várias atividades profissionais e cria ramificações com as mesmas, nem sempre ligadas diretamente, mas que muitas vezes acabam por funcionar em sinergias.
Porém, o turismo não trata apenas de empresas e atividades económicas, mas também de pessoas. As pessoas são o que une o marketing, a comunicação e o turismo. Estas pessoas são a procura que faz uma história, um plano de comunicação e um destino turístico serem bem-sucedidos.
O estudo das pessoas como consumidores evoluíu ao longo dos anos. O modelo tradicional de marketing já não é tão eficaz e novos modelos, como o modelo centrado no consumidor, têm vindo a ganhar espaço. O consumidor com recursos limitados decide entre os muitos destinos onde irá passar férias. Revela-se necessário que as empresas criem relações bilaterais com os consumidores para terem êxito no mundo empresarial.
O aumento da presença de turistas em Lisboa é notório. Contudo, quais os seus efeitos? Através da investigação teórica e empírica (baseada na revisão de literatura e em questionário), procura-se perceber os efeitos provocados por este aumento.
A comunicação turística, surge neste contexto como um agente, que leva as pessoas a conhecerem novos destinos e a viajarem, ou será que a mesma não tem influência nos fluxos turísticos e o aumento da presença de turistas em Lisboa está associado a este tema?
Marketing and communication are undoubtedly areas that allow businesses to inform the consumer and call him to action, allowing a brand or an enterprise and a consumer to create bonds. Through these two areas, brands tell their messages guided by a narrative, which leads people with the same values and ideas as the brand to interact one with each other. Tourism is a strong sector capable of shaking the economy of a country. It splits into various professional activities and creates other connections and synergies. Tourism is not just about business and economic activities, but it is also about people. People are what unites marketing, communication and tourism. It is these people who make a story, a communication plan and a touristic destination be successful. People as consumers have evolved over the years. The traditional marketing models are no longer as effective as new models, such the consumer centric view. Consumers have limited resources and they decide between many different destinations the one where they will go for vacations. This ends up as a battle for each destination to become the choice of the consumer. It is necessary for enterprises to establish bilateral connections with consumers. The increased presence of tourists in Lisbon is noticeable. However, what are its effects? Through theoretical and empirical research, it is possible to understand the effects of this growth. The touristic communication shows up as an agent that leads people to travel, or its influences does not affect tourism rates in Lisbon?
Marketing and communication are undoubtedly areas that allow businesses to inform the consumer and call him to action, allowing a brand or an enterprise and a consumer to create bonds. Through these two areas, brands tell their messages guided by a narrative, which leads people with the same values and ideas as the brand to interact one with each other. Tourism is a strong sector capable of shaking the economy of a country. It splits into various professional activities and creates other connections and synergies. Tourism is not just about business and economic activities, but it is also about people. People are what unites marketing, communication and tourism. It is these people who make a story, a communication plan and a touristic destination be successful. People as consumers have evolved over the years. The traditional marketing models are no longer as effective as new models, such the consumer centric view. Consumers have limited resources and they decide between many different destinations the one where they will go for vacations. This ends up as a battle for each destination to become the choice of the consumer. It is necessary for enterprises to establish bilateral connections with consumers. The increased presence of tourists in Lisbon is noticeable. However, what are its effects? Through theoretical and empirical research, it is possible to understand the effects of this growth. The touristic communication shows up as an agent that leads people to travel, or its influences does not affect tourism rates in Lisbon?
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Introdução ao turismo Marketing Turismo em Lisboa Comunicação turística Introduction to tourism Marketing Tourism in Lisbon Touristic communication