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Modelos de avaliação do turismo enquanto fenómeno global: o arquipélago da Madeira como estudo de caso paradigmático
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Abstract(s)
Os modelos de avaliação em turismo desempenham um papel determinante na ativação de
melhorias e na sustentabilidade dos serviços deste setor. Para tal, é imprescindível que
esses modelos tenham incorporado todos os indicadores que enformam o fenómeno do
turismo. Analisando os modelos referidos na literatura, constatou-se a inexistência de um
modelo que integrasse o indicador investimento privado. Por isso, esta investigação teve
como objetivo principal construir e validar um novo modelo de avaliação do processo
turístico, integrando o investimento privado entre os indicadores utilizados por outros
modelos. Para isso, recorreu-se aos métodos descritivo, analítico e comparativo, visando a
convergência de dados quantitativos e qualitativos, de modo a obter resultados fidedignos.
Realizou-se a análise documental de artigos científicos, teses de doutoramento e livros,
com o intuito de cruzar estes dados com os resultados recolhidos através de um
questionário construído para o efeito, com questões abertas e fechadas, dirigidas aos
agentes do turismo, tanto de organizações públicas como privadas, estando, assim, em
sintonia com os quatro indicadores de um novo modelo criado no contexto deste estudo,
denominado Modelo de Avaliação do Processo Turístico (MAPT). A amostra utilizada
para a recolha dos dados era constituída por agentes do turismo (n=45) do Arquipélago da
Madeira e a avaliação compreendia o período entre os anos 1980 e 2009. Este intervalo de
tempo corresponde ao período de maior inconstância da evolução turística na Madeira, o
que permite validar mais facilmente a monitorização e avaliação do turismo em fases
críticas, como é a atual. Realizou-se a análise de conteúdo dos dados recolhidos através do
questionário e análises estatísticas para os dados numéricos, tais como estatísticas
descritivas e correlações. Os resultados obtidos através da aplicação do MAPT à Madeira,
evidenciaram que as quatro variáveis são complementares na avaliação e monitorização do
fenómeno turístico. E, através da análise dos resultados do questionário, verificou-se que
100% dos inquiridos estão de acordo com a aplicação de um modelo de avaliação para
medir e monitorizar o turismo na Madeira, e 80% dos inquiridos sugerem que este modelo
seja aplicado à região num período de 5 em 5 anos. Este estudo de caso também
demonstrou que a evolução do turismo no Arquipélago da Madeira, entre 1980 e 2009, foi
sempre inconstante, justificando-se tal variabilidade pelo facto de as intervenções públicas
e privadas também terem variado ao longo desse período. Provou-se ainda nesta
investigação, que não poderá haver turismo sem o investimento privado, e que esta nova
variável, tornou a avaliação pelo novo modelo mais consistente. Assim, concluiu-se que o
MAPT é um instrumento adequado à realização de estudos no âmbito do turismo,
sobretudo os que visam a análise de processos turísticos, possibilitando igualmente aos
gestores públicos uma adequada monitorização das atividades turísticas, o que permite
identificar as fragilidades deste processo, revelando-se imprescindível no desenvolvimento
das regiões e países. Na continuidade deste estudo, sugere-se que o MAPT seja aplicado
noutras regiões, a fim de ser validado também junto de outras amostras, e que seja
utilizado por decisores políticos e por empresários do setor, como instrumento adequado à
planificação, avaliação, monitorização e prospeção de um turismo sustentável.
The models of evaluation in tourism play a decisive role in the activation of improvements and in the sustainability of services in this sector. To this end, it is essential that these models have incorporated all the indicators that shape the phenomenon of tourism. Analyzing the models referred to in the reviewed scientific sources or studies, one found out that there was no model that integrated the private investment indicator. Therefore, this investigation had the main objective to build and validate a new model for evaluating the tourism process, integrating private investment in the indicators used by other models. For this purpose, the descriptive, analytical and comparative methods were used, aiming at the convergence of quantitative and qualitative data, in order to obtain reliable results. Documentary analysis of scientific articles, doctoral theses and books was carried out, in order to cross-refer these data with the results collected through a questionnaire built for this purpose, with open and closed questions, addressed to tourism agents, both from public and private organizations, thus being aligned with the four indicators of a new model created in the context of this study, called the Tourism Process Assessment Model (TPAM). The sample used to collect the data consisted of tourism agents (n = 45) from the Archipelago of Madeira and the evaluation comprised the period between the years 1980 and 2009. This time interval corresponds to the period of greatest inconstancy in the evolution of tourism in Madeira, which makes it easier to validate the monitoring and evaluation of tourism in critical stages, as is the current situation. Content analysis of data collected through questionnaire and statistical analysis for numerical data, such as descriptive statistics and correlations, was also carried out. The results obtained through the application of TPAM to Madeira, showed that the four variables are complementary in the assessment and monitoring of the tourist phenomenon. And, through the analysis of the results of the questionnaire, I found out that 100% of the respondents are in agreement with the application of an evaluation model to measure and monitor tourism in Madeira, and 80% of the respondents suggest that this model should be applied to the Madeira Autonomous Region every 5 years. This case study also demonstrated that the evolution of tourism in the Madeira Archipelago between 1980 and 2009, was always fickle, justifying such variability by the fact that public and private interventions have also varied over that period. It was also proved by this investigation that there cannot be tourism without private investment, and that this new variable, made the evaluation according to the new model become more consistent. Thus, it was concluded that the TPAM is an adequate instrument for carrying out studies in the field of tourism, especially those aimed at the analysis of tourism processes, also allowing public managers an adequate monitoring of tourist activities, which allows identifying the weaknesses of this process, thus proving to be essential in the development of regions and countries. In the follow-up of this study, it is suggested that the TPAM should be applied to other regions, in order to be validated also with other samples, and that it should be used by policy makers and businessmen in the tourism sector, as an appropriate tool for planning, evaluating, monitoring and prospecting for sustainable tourism.
The models of evaluation in tourism play a decisive role in the activation of improvements and in the sustainability of services in this sector. To this end, it is essential that these models have incorporated all the indicators that shape the phenomenon of tourism. Analyzing the models referred to in the reviewed scientific sources or studies, one found out that there was no model that integrated the private investment indicator. Therefore, this investigation had the main objective to build and validate a new model for evaluating the tourism process, integrating private investment in the indicators used by other models. For this purpose, the descriptive, analytical and comparative methods were used, aiming at the convergence of quantitative and qualitative data, in order to obtain reliable results. Documentary analysis of scientific articles, doctoral theses and books was carried out, in order to cross-refer these data with the results collected through a questionnaire built for this purpose, with open and closed questions, addressed to tourism agents, both from public and private organizations, thus being aligned with the four indicators of a new model created in the context of this study, called the Tourism Process Assessment Model (TPAM). The sample used to collect the data consisted of tourism agents (n = 45) from the Archipelago of Madeira and the evaluation comprised the period between the years 1980 and 2009. This time interval corresponds to the period of greatest inconstancy in the evolution of tourism in Madeira, which makes it easier to validate the monitoring and evaluation of tourism in critical stages, as is the current situation. Content analysis of data collected through questionnaire and statistical analysis for numerical data, such as descriptive statistics and correlations, was also carried out. The results obtained through the application of TPAM to Madeira, showed that the four variables are complementary in the assessment and monitoring of the tourist phenomenon. And, through the analysis of the results of the questionnaire, I found out that 100% of the respondents are in agreement with the application of an evaluation model to measure and monitor tourism in Madeira, and 80% of the respondents suggest that this model should be applied to the Madeira Autonomous Region every 5 years. This case study also demonstrated that the evolution of tourism in the Madeira Archipelago between 1980 and 2009, was always fickle, justifying such variability by the fact that public and private interventions have also varied over that period. It was also proved by this investigation that there cannot be tourism without private investment, and that this new variable, made the evaluation according to the new model become more consistent. Thus, it was concluded that the TPAM is an adequate instrument for carrying out studies in the field of tourism, especially those aimed at the analysis of tourism processes, also allowing public managers an adequate monitoring of tourist activities, which allows identifying the weaknesses of this process, thus proving to be essential in the development of regions and countries. In the follow-up of this study, it is suggested that the TPAM should be applied to other regions, in order to be validated also with other samples, and that it should be used by policy makers and businessmen in the tourism sector, as an appropriate tool for planning, evaluating, monitoring and prospecting for sustainable tourism.
Description
Keywords
Globalização Turismo Planeamento Sustentabilidade Modelos de avaliação Madeira Globalization Tourism Planning Sustainability Evaluation models
Citation
Baptista, João Manuel de Lemos - Modelos de avaliação do turismo enquanto fenómeno global [Em linha]: o arquipélago da Madeira como estudo de caso paradigmático. [S.l.]: [s.n.], 2022. 345 p.