Development of a Tourism Destination through Corporate Events

The case of Portuguese Companies

Resumo

For the tourism destination, marketing strategies are very important in the management and promotion of the product. These strategies result in the segmentation of the tourist market, which through niches direct products to tourism, focusing and improving sales processes. For that, there are many types of tourism which can be treated as facilitators to answer the market needs, as events tourism. The link between events and tourism it is explicit in several studies, showing tourists as participants in events that in the same situation also do tourism, making the destination more dynamic and contributing to the development of tourism. Corporate events are a practice in the business world. This type of events, in a corporate context, besides belonging to the communication mix, can be defined as a previously planned event, with the purpose of adjusting a set of people to an idea or action. Through a qualitative study we aim to understand the development of a tourist destination, analysing the progress of corporate events in Portuguese companies. With this present study, we considered important to understand the impacts caused to tourism destination in the corporate events, analysing some Portuguese companies, contributing to the development of tourism through corporate events. To this methodology was used exploratory interviews to understand the human resource management processes, highlighting the enjoyment of corporate events. Specifically, 13 large companies and 15 SMEs were interviewed, using exploratory interviews. This theme, besides being current, contributes to the knowledge about the tourism destination promotion, through human resources management strategies, as corporate events. Through this research, it is our focus to understand the motivations and objectives of corporate events when consumed as a tourist product. We are looking for show the link between corporate events and tourism destination.

This research reinforces the role of the economy for the survival of companies, as well as the impacts of the tourism destination.