Marketing sensorial: na otimização da experiência turística
Resumo
Este artigo analisa a importância do uso dos sentidos na elaboração de experiências turísticas associado a um contexto específico, nomeadamente o Eco-parque Pia do Urso, no concelho da Batalha. Para dar resposta a este objetivo utilizou-se uma abordagem exploratória. Foram realizadas entrevistas semiestruturadas aos agentes da oferta existentes na Aldeia Pia do Urso e à Câmara Municipal da Batalha. Os resultados do estudo, sugerem que o uso dos sentidos permite à Aldeia Pia do Urso diferenciar-se de tanto outros contextos turísticos. Contudo, verificou-se que os agentes da oferta não planeiam nem gerem o uso dos sentidos nos seus estabelecimentos, e que a Câmara Municipal da Batalha não aposta no desenvolvimento de atividades multissensoriais direcionadas aos visitantes do Parque. O artigo termina com algumas considerações para o desenvolvimento da Aldeia Pia do Urso.
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