Publicação
Tourism recovery: The municipality of Sintra
| Resumo: | Taking into account the impact that the COVID-19 pandemic brought to the hospitality and tourism industry, and specifically to tourism destinations, this master thesis presents a strategic marketing plan for the municipality of Sintra aimed at the recovery of its tourism industry. Tourism destinations need to adapt to the current crisis circumstances and create strategies to overhaul them, while still providing meaningful experiences to customers. In this matter, it is crucial to understand the evolution of consumers’ needs, expectations, and preferences, as well as to have a strong knowledge of the industry, the destination’s strengths, and the positioning of its competitors. Evolving with the pandemic is a necessity, hence the development of a redesigned positioning for Sintra, as well as a new approach for its target market, product offering, and communication strategy. This master thesis intends to take advantage of this crisis to improve Sintra’s tourism industry and establish it as a prime tourism destination in Portugal. |
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| Autores principais: | Pinto, João Dias Rosário |
| Assunto: | Crisis management Tourism destinations Marketing plan Sintra Gestão de crises Destino turístico Plano de marketing |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Taking into account the impact that the COVID-19 pandemic brought to the hospitality and tourism industry, and specifically to tourism destinations, this master thesis presents a strategic marketing plan for the municipality of Sintra aimed at the recovery of its tourism industry. Tourism destinations need to adapt to the current crisis circumstances and create strategies to overhaul them, while still providing meaningful experiences to customers. In this matter, it is crucial to understand the evolution of consumers’ needs, expectations, and preferences, as well as to have a strong knowledge of the industry, the destination’s strengths, and the positioning of its competitors. Evolving with the pandemic is a necessity, hence the development of a redesigned positioning for Sintra, as well as a new approach for its target market, product offering, and communication strategy. This master thesis intends to take advantage of this crisis to improve Sintra’s tourism industry and establish it as a prime tourism destination in Portugal. |
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