Gestão de destinos

: análise da viabilidade da criação de um operador turístico especializado na cidade de Coimbra

Abstract

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.

Date of Award	17 Mar 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Pinto Cardoso (Supervisor)