Arte-terapia no séc. XXI

: um estudo exploratório sobre modelos de negócio em Portugal

Abstract

This dissertation emerge within the scope of the 2nd year of the Master in Management of Creative Industries at the Universidade Católica no Porto and explores the theme of Art Therapy of the ongoing project ERASMUS+ HEALING: Developing a Multidisciplinary Diploma on Art Therapy in Health Education at the Center for Research in Science and Technology of the Arts of the Universidade Católica no Porto. The approach perspective of this work proposes a review of concepts and scientific studies carried out in this scope at national and international level, with the objective of carrying out a characterization of the Portugal sector. The scientific research study aims to listen to the functioning of this sector in Portugal from the point of view of the business plan. In the literature review, the aspects adopted go through the concept, definitions and characteristics, historical background, the pioneers of Art Therapy, the evolution of the Art Therapist profession at national and international level, fields of application, Art Therapy in Portugal and to Music Therapy. This is followed by a scientific research study that aims to listen to the functioning of this sector in Portugal from the point of view of the business plan. The investigation had as subjects participating in the study 15 Art Therapists and Music Therapists (n=15) who develop the activity in Portugal. Through the investigated theme, it was possible to accomplish that the practice of Art Therapy in Portugal is carried out, above all, by Art Therapists who develop their activity in Associations, public and private entities and on their own, through Green Receipts/Service Provision. These businesses are small, as reflected in the number of employees and the average annual amount earned. The target audience most indicated throughout this study were adults, children with learning difficulties or neurodevelopmental problems and elderly people. The main communication channel used, according to the study carried out, is “word of mouth marketing”, social networks and through online and in-person events. As main competitors of Art Therapists were market psychologists, Art Therapists associates in Portugal and Life Coaches.

Date of Award	28 Nov 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luís Teixeira (Supervisor)