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Valor sustentável do turismo em Lisboa e no segmento do alojamento local
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Abstract(s)
O conceito de valor sustentável é crucial para o futuro das sociedades e ecossistemas, mas
carece de sistematização. O sector do Turismo é quintessencial na centralidade do valor
sustentável, tão dependente de equilíbrios frágeis entre dimensões de valor, escolhas dos
consumidores e respetivas transações multidimensionais. Para perceber o conceito do
valor sustentável precisamos de ganhar perspetiva sobre a segmentação e a optimização
da oferta e da procura, incorporando o papel das percepções, posições éticas,
racionalidades, atitudes, das externalidades negativas criadas pela atividade humana, bem
como os fatores que potenciam ou inibem a geração de valor. Este trabalho procurou
aprofundar, numa abordagem multi-stakeholder, o funcionamento da geração de valor
sustentável em Lisboa como destino turístico, no Alojamento Local. Para o efeito,
conduziram-se três estudos empíricos assentes na seguinte literatura:sistemas adaptativos
complexos (CAS), optimização, valoração contingente, regressão logística e análise de
clusters. Com base numa revisão sistemática da literatura que ofereceu suporte teórico, foi
desenvolvido um primeiro estudo qualitativo, realizado mediante entrevistas a peritos do
setor. Os resultados da análise de conteúdo corroboraram a importância destas cinco
dimensões do valor sustentável (social, ambiental, económica, cultural, de governança),
diferencialmente valorizadas pelos stakeholders, sugerindo decisões multidimensionais,
mas assimétricas devido a trade-offs. Mediante estes resultados, foi desenvolvido um
estudo quantitativo e qualitativo. Um inquérito a 262 turistas estrangeiros em AL na Área
Metropolitana de Lisboa e a 10 operadores. Os turistas foram segmentados em clusters e,
com base num modelo de optimização (FMINCON, Regressões e Clusters k-means), um
cluster revelou optimizar a geração de valor sustentável, incorporando as cinco dimensões,
os fatores PUSH-PULL, elevada WTP - willingness to pay por mais sustentabilidade no
destino. Este resultado é amplificado quando a pro-sustentabilidade dos turistas se reflete
na forma como escolhem os seus operadores, na medida em que a distância percebida
entre a sustentabilidade atual e a ideal do destino (segmento Lisboa-AL) é reduzida ao
mínimo. Conclui-se que o valor sustentável, a sua multidimensionalidade, trade-offs e
fatores PUSH-PULL, justificam análises de optimização. Na procura por melhorar o
desempenho sustentável, a par da geração de valor multidimensional, os decisores
deveriam adoptar esta matriz para planear e investir em estratégias de maximização do
valor sustentável no sector do Turismo.
The concept of sustainable value is crucial for the future of societies and ecosystems but lacks systematization. The Tourism sector is quintessential in the centrality of sustainable value, so dependent on fragile balances between dimensions of value, consumer choices and their multidimensional transactions. To understand the concept of sustainable value we need to gain insight into the segmentation and optimization of supply and demand, incorporating the role of perceptions, ethical stances, rationalities, attitudes, the negative externalities created by human activities, as well as the factors that enhance or inhibit value creation. This research sought to deepen our knowledge, in a multi-stakeholder approach, on the inner workings of sustainable value generation of the Lisbon-Hostel segment, as a tourist destination. For this purpose, three empirical studies were conducted, based on the following literature: Complex Adaptive Systems (CAS), optimization, contingent valuation, logistic regression and cluster analysis. Building upon a systematic literature review that provided theoretical support, a first qualitative study was developed through interviews with industry experts. The results of the content analysis corroborated the importance of these five dimensions of sustainable value (social, environmental, economic, cultural and governance), differentially valued by stakeholders, suggesting multidimensional but asymmetric decisions due to trade-offs. Given these findings, a quantitative and qualitative study was developed: a survey of 262 foreign tourists in the Hostel segment, in the Lisbon Metropolitan Area and 10 operators. Tourists were segmented into clusters and based on an optimization model (FMINCON, Regressions and K-means Clusters), one cluster was found to optimize the generation of sustainable value, incorporating the five dimensions, PUSH-PULL factors, and high WTP - willingness to pay for more sustainability in the destination. This result is amplified when tourists' pro-sustainability is reflected in how they choose their operators, as the perceived gap between current and ideal sustainability of the destination (Lisbon-Hostel segment), is reduced to a minimum. It is concluded that sustainable value, its multidimensionality, trade-offs and PUSH-PULL factors, justify optimization analyses. In the search for both sustainable performance and multidimensional value generation, decision makers should adopt this matrix to design and invest in strategies that maximize sustainable value in the Tourism sector.
The concept of sustainable value is crucial for the future of societies and ecosystems but lacks systematization. The Tourism sector is quintessential in the centrality of sustainable value, so dependent on fragile balances between dimensions of value, consumer choices and their multidimensional transactions. To understand the concept of sustainable value we need to gain insight into the segmentation and optimization of supply and demand, incorporating the role of perceptions, ethical stances, rationalities, attitudes, the negative externalities created by human activities, as well as the factors that enhance or inhibit value creation. This research sought to deepen our knowledge, in a multi-stakeholder approach, on the inner workings of sustainable value generation of the Lisbon-Hostel segment, as a tourist destination. For this purpose, three empirical studies were conducted, based on the following literature: Complex Adaptive Systems (CAS), optimization, contingent valuation, logistic regression and cluster analysis. Building upon a systematic literature review that provided theoretical support, a first qualitative study was developed through interviews with industry experts. The results of the content analysis corroborated the importance of these five dimensions of sustainable value (social, environmental, economic, cultural and governance), differentially valued by stakeholders, suggesting multidimensional but asymmetric decisions due to trade-offs. Given these findings, a quantitative and qualitative study was developed: a survey of 262 foreign tourists in the Hostel segment, in the Lisbon Metropolitan Area and 10 operators. Tourists were segmented into clusters and based on an optimization model (FMINCON, Regressions and K-means Clusters), one cluster was found to optimize the generation of sustainable value, incorporating the five dimensions, PUSH-PULL factors, and high WTP - willingness to pay for more sustainability in the destination. This result is amplified when tourists' pro-sustainability is reflected in how they choose their operators, as the perceived gap between current and ideal sustainability of the destination (Lisbon-Hostel segment), is reduced to a minimum. It is concluded that sustainable value, its multidimensionality, trade-offs and PUSH-PULL factors, justify optimization analyses. In the search for both sustainable performance and multidimensional value generation, decision makers should adopt this matrix to design and invest in strategies that maximize sustainable value in the Tourism sector.
Description
Keywords
Valor sustentável Multidimensionalidade Optimização Fatores Push-Pull Turismo Lisboa Sustainable value Multidimensionality Optimization Push-Pull factors Tourism Lisbon
Pedagogical Context
Citation
Albernaz, Tito Damião - Valor sustentável do turismo em Lisboa e no segmento do alojamento local [Em linha]. [s.l.]: [s.n.], 2023. 302 p.