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Competitividade e Segmentação o Caso do Golfe em Almancil

Author

Listed:
  • José Alberto Mendes

    (Mestre em Gestão e Desenvolvimento em Turismo - FEUALG - Faculdade de Economia da Universidade do Algarve)

  • Antónia Correia

    (Professora da FEUALG - Faculdade de Economia da Universidade do Algarve)

Abstract

O ser humano só consome aquilo para que está motivado. A motivação ou a escolha de determinado produto é condicionada pela imagem que o consumidor tem desse bem ou serviço. A imagem ou marca de um produto transmite os seus atributos e é simultaneamente um factor de diferenciação que permite segmentar o mercado e posicioná-lo no imaginário do consumidor. Neste artigo avalia-se a forma como os golfistas percepcionam os destinos de golfe a partir dos atributos que constituem a oferta. Prova-se que os jogadores utilizam um número reduzido de atributos para posicionar os campos de golfe. Identificados os atributos que prevalecem na formação da imagem do campo, complementou-se a análise com a medição dos mesmos nos destinos de golfe que mais concorrem entre si. Como destinos concorrentes identificaram-se a Espanha, o país de residência do golfista, a Costa de Lisboa, Marrocos, Turquia e Tunísia. Sustentada numa recolha de dados primários resultante dum inquérito aos golfistas, suporta-se a análise em técnicas de estatística multivariada, das quais se destacam os mapas perceptuais. Conclui-se que Almancil posiciona-se de forma consistente no imaginário dos golfistas com claras vantagens competitivas relativamente aos outros destinos de golfe considerados. As vantagens competitivas de Almancil são a qualidade dos campos e a sua manutenção, para aqueles que normalmente jogam neste destino.

Suggested Citation

  • José Alberto Mendes & Antónia Correia, 2005. "Competitividade e Segmentação o Caso do Golfe em Almancil," RPER, Associação Portuguesa para o Desenvolvimento Regional, issue 9, pages 63-77, July.
    • Handle: RePEc:apd:rper00:y:2005:i:9:id:200
    DOI: 10.59072/rper.vi9.200
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    1. Lena Nerhagen, 2003. "Travel Mode Choice: Effects of Previous Experience on Choice Behaviour and Valuation," Tourism Economics, , vol. 9(1), pages 5-30, March.
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