O Marketing Territorial como Contributo para a Segmentação Turística: Modelo conceptual no turismo de shopping

Bruno Sousa, Alexandra Malheiro, Cláudia Miranda Veloso

Abstract


O turismo é uma atividade multifacetada e geograficamente complexa, sendo que cada vez mais o turismo origina novos (e diferentes) segmentos de mercado com interesses individuais distintos. Estes segmentos são caracterizados pelas motivações que os fazem viajar e, por sua vez, pela diferenciação da oferta existente. Em específico, o turismo de shopping tem-se afirmado, cada vez mais, como uma das atividades mais comuns de lazer, e uma das que mais cresce no setor de turismo, por se tratar de um segmento onde os turistas têm maior despesa e, por isso, tem recebido uma maior atenção por parte de líderes empresariais, formuladores de políticas e académicos, em todo o mundo. Paralelamente, a gestão dos territórios proporciona diversas vantagens ao nível do desenvolvimento sustentável de um destino turístico, estimulando as exportações e atraindo mais turismo e investimento. Tal como as empresas, também as cidades e os países podem (e devem) desenvolver as suas próprias marcas, tornando-se destinos cada vez mais diferenciadores e competitivos. Assim, o presente estudo visa melhor compreender o papel do marketing aplicado a lugares e territórios como um contributo para a segmentação turística. Em específico, é proposto um modelo concetual a testar empiricamente em contextos de turismo de shopping. Numa perspetiva interdisciplinar, o presente estudo apresenta inputs na área do marketing e do turismo. No final, serão apresentadas algumas linhas de investigação futura.

Keywords


imagem, marketing territorial, turismo de shopping, satisfação, segmentação

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