A Marca “Parques com Vida”: Passado, Presente e Perspectivas de Futuro
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Data
2010
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Resumo
O respeito pelo ambiente, conservação da natureza e biodiversidade são condições base para a sustentabilidade dos serviços Parques Com Vida e constituem a sua marca distintiva, comparativamente a outros destinos turísticos.
Com o presente trabalho pretende-se, por um lado narrar as boas práticas do passado, ao longo das três acções co-financiadas pela iniciativa comunitária EQUAL. Explanando o nascimento da marca, as suas especificidades, o território de abrangência, a entidade gestora e as actividades concretizadas, apresentando os objectivos e as metas alcançadas a cada momento.
Por outro lado, e dadas as dificuldades que se fazem sentir, a todos os níveis, pretendesse explorar o futuro da marca Parques Com Vida. Apresentam-se casos de estudo, identificando os pontos fortes e fracos e as ameaças e oportunidades (SWOT - Strengths, Weaknesses, Opportunities, Threats), bem como a análise que estuda os factores políticos, económicos, sócio - culturais e tecnológicos da marca (análise PEST), fazendo benchmarking em marcas de qualidade e sustentabilidade associadas a Áreas Protegidas, propondo estratégias e linhas de acção a seguir pela entidade gestora da marca – Associação Parques Com Vida.
The Respect for the environment, nature conservation and biodiversity are the basic conditions for sustainability of the Parks With Life and constitute its distinguishing mark, compared to other tourist destinations. This work is intended, first tell the good practices of the past, along the three cofinanced by the Community Initiative EQUAL. Explaining the birth of the brand, their specificities, the territory covered, the managing and the activities implemented by presenting the objectives and goals achieved every time. Moreover, given the difficulties that are felt at all levels, aims to explore the future of the brand Parks With Life. We present case studies, identifying the strengths and weaknesses and opportunities and threats (SWOT - Strengths, Weaknesses, Opportunities, Threats) and the analysis that studies the political, economic, socio - cultural and technological mark ( PEST analysis), making benchmarking brands of quality and sustainability associated with Protected Areas, proposing strategies and action to be followed by managing the brand - Parks Association With Life.
The Respect for the environment, nature conservation and biodiversity are the basic conditions for sustainability of the Parks With Life and constitute its distinguishing mark, compared to other tourist destinations. This work is intended, first tell the good practices of the past, along the three cofinanced by the Community Initiative EQUAL. Explaining the birth of the brand, their specificities, the territory covered, the managing and the activities implemented by presenting the objectives and goals achieved every time. Moreover, given the difficulties that are felt at all levels, aims to explore the future of the brand Parks With Life. We present case studies, identifying the strengths and weaknesses and opportunities and threats (SWOT - Strengths, Weaknesses, Opportunities, Threats) and the analysis that studies the political, economic, socio - cultural and technological mark ( PEST analysis), making benchmarking brands of quality and sustainability associated with Protected Areas, proposing strategies and action to be followed by managing the brand - Parks Association With Life.
Descrição
Dissertação de Mestrado em Turismo
Palavras-chave
Turismo , Desenvolvimento sustentável , Marketing , Análise SWOT , Análise PEST , Marcas de qualidade , Financiamento , Parques com vida , Linhas estratégicas , Áreas protegidas