João Albino Silva

The cultural offer as a tourist product in coastal destinations: The Case of Algarve, Portugal

Located in the south of Portugal, the Algarve is the most important Portuguese tourism destination. As with most coastal destinations, sun and beach represents the main tourist product. Previous research suggests that cultural products can add value to the core product of a destination, enhancing its competitiveness. However, few empirical studies have examined this premise in coastal destinations. Based on the responses obtained from a questionnaire applied to tourists visiting the Algarve in the Summer of 2007, this study shows that when tourists experience high levels of satisfaction regarding the cultural offer available at the destination they sense that the tourist experience expanded their knowledge and intellectual horizons. Then, the study shows that this feeling of “cultural enrichment” is a contributing factor to the willingness to revisit the destination. The study concludes by discussing the implications of the findings obtained in improving the competitiveness of costal destination.

Measuring the Quality of Destinations

Research on the quality of destinations has been developed from the tourists’ perspective, and a more holistic view is necessary for integrated destination planning. This implies cooperation among multiple stakeholders and the sustainable use of resources. The purpose of this study is to establish a conceptual model to measure the quality of destinations, considering the concepts of governance, sustainability, and tourist experience. According to the index, that used data from Algarve region, the performance of a destination depends on these three main dimensions, each one measured by a set of subdimensions that were weighted by an international expert panel. The result provides guidelines for transfer of knowledge to the main destination stakeholders.

A segmentação do enoturista: o caso português

O enoturismo adquire importância crescente para as regioes vitivinicolas, como setor que potencia o crescimento economico e o emprego. Contudo, o enoturismo permanece pouco desenvolvido e uma das causas apontadas consiste na falta de investigacao sobre o visitante que se desloca as empresas produtoras de vinho. O presente trabalho tem como principais objetivos a determinacao do perfil demografico e psicografico dos visitantes que se deslocam as quintas, adegas e caves e a segmentacao dos enoturistas em Portugal. Para alcancar os objetivos indicados, aplicou-se um questionario aos turistas que se deslocavam as quintas, adegas e caves, das 12 rotas de vinho existentes em Portugal. Os dados foram sujeitos a testes parametricos e a tecnicas estatisticas multivariadas, de modo a obterem-se diferentes clusters. Obtiveram-se quatro segmentos de enoturistas, que foram designados por: o turista apaixonado pelo vinho, o turista com curiosidade pelo vinho, o turista interessado pelo vinho e o turista indiferente. As conclusoes indicam que o aumento do conhecimento sobre enoturistas e suas motivacoes para visitarem uma regiao permite melhorar a satisfacao e a interacao com eles, apoiando estrategias de marketing, de modo a reforcar a sua motivacao e o apelo das empresas vinicolas.

Uncovering unobserved heterogeneity in the ECSI model: an application in higher education in tourism

This research explores the European Consumer Satisfaction Index model applied to higher education in tourism by accounting for unobserved heterogeneity. In particular, it intends to identify segments of High Education Institutions (HEI) consumers based on the structural model estimates of the European Consumer Satisfaction Index (ECSI), enlarged with the employability construct. A model-based segmentation approach using FIMIX in PLS path modelling is used. The ECSI was properly adjusted to the educational framework and has shown its effectiveness when assessing students’ satisfaction regarding the attended HEI. Two distinctive graduates’ segments were identified using a sample of 166 HEIs’ consumers. Results confirm the assumption of heterogeneity as the relationships differ across segments and the need for HEIs to differently target those segments in such a competitive context.