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Teresa Maria Queiroz Veiga E Mendes Food Tourism in Portugal

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Teresa Maria Queiroz Veiga E Mendes Food Tourism in Portugal Politécnico do Porto Escola Superior de Hotelaria e Turismo Teresa Maria Queiroz Veiga e Mendes Food Tourism in Portugal. A Qualitative Study Dissertação de Mestrado Mestrado em Gestão do Turismo Orientação: Prof.ª Doutora Dália Filipa Veloso de Azevedo Liberato Prof. Doutor Prof. Doutor Pedro Manuel da Costa Liberato Vila do Conde, julho de 2021 Politécnico do Porto Escola Superior de Hotelaria e Turismo Teresa Maria Queiroz Veiga e Mendes Food Tourism in Portugal. A Qualitative Study Dissertação de Mestrado Mestrado em Gestão de Turismo Orientação: Prof.ª Doutora Dália Filipa Veloso de Azevedo Liberato Prof. Doutor Prof. Doutor Pedro Manuel da Costa Liberato Vila do Conde, julho de 2021 Teresa Maria Queiroz Veiga e Mendes Food Tourism in Portugal. A Qualitative Study Dissertação de Mestrado Mestrado em Gestão do Turismo Membros do Júri Presidente Dr.ª Teresa Alexandra Azevedo Pataco Escola Superior de Hotelaria e Turismo – Instituto Politécnico do Porto Prof.ª Doutora Cristina Maria de Jesus Barroco Novais Escola Superior de Tecnologia e Gestão – Instituto Politécnico de Viseu Prof.ª Doutora Dália Filipa Veloso de Azevedo Liberato Escola Superior de Hotelaria e Turismo – Instituto Politécnico do Porto Vila do Conde, julho de 2021 Dedicatória Aos meus pais, que desde pequenina me ensinaram o valor do trabalho honesto, empenho, dedicação e o valor do retorno das nossas ações. Exemplos que são desafiantes, no mundo atual, mas incontornáveis. E por todas as alegrias à volta da cozinha e da mesa, um bem hajam. Para ti, Hugo, e por tudo o que temos vindo a concretizar juntos. És um exemplo, a tantos níveis. As areias dos dias existem, mas também existimos nós. E o que temos pela frente. Muito obrigada por tudo. A todos os professores de quem tive a honra de ser aluna e, em particular, aos meus orientadores de dissertação, que me fizeram apaixonar pela área do Turismo, e me deram a mão neste admirável mundo novo. Não seria quem sou sem o empenho e dedicação que tive o privilégio de ter. A todos os que trabalham nas áreas do turismo e alimentação. O caminho partilhado e de entreajuda é o Caminho. Que esta investigação seja também Alimento, como foi crescimento colaborativo para mim. Aos meus estudantes e formandos, com quem aprendo diariamente. Sucesso para os vossos percursos. i AGRADECIMENTOS Todas as pessoas abaixo listadas contribuíram para a concretização deste trabalho. Um bem hajam. Alexandra Mariño Estévez João Paulo Ferreira Ana Helena Pinto Joaquim Ribeiro Ana Luísa Martinho Jorge Saraiva Anabela Novais Jorge Sarmento Belén Puebla Martínez José Luis Tamayo Carla Crespo Maria José Aragão Carla Melo Miguel Saraiva Catarina Canas Nuno Castro Cláudia Silva Pablo Rivera Cristina Barroco Paulo Amado Elga Costa Pedro Alves Elisa Alén González Rui Nogueira Hélio Loureiro Sandra Vasconcelos Israel Pérez Teresa Pataco Joana Saldanha Úrsula Silva João Coutinhas Virgínia Fonseca ii RESUMO ANALÍTICO Gastronomia e Vinhos tem sido um produto premium da entidade nacional de gestão do destino turístico Portugal (Turismo de Portugal, I.P.), desde o primeiro Plano Estratégico Nacional para o Turismo até à atualidade, com crescente visibilidade e prémios na área alimentar. Não obstante, a investigação internacional aponta para a necessidade emergente de um conhecimento especializado desta indústria no contexto português, nomeadamente das suas variadas denominações e potenciais segmentos de procura turística alimentar. O objetivo principal deste estudo consiste em clarificar a denominação atribuída a esta tipologia turística em Portugal, e identificar potenciais segmentos na sua respetiva procura turística, emparelhados com a restauração. Devido à atual situação de pandemia, foi criada uma metodologia exploratória para três grupos focais: um de especialistas de diversas áreas afetas ao tema central da investigação (alimentação, restauração e turismo), e dois dos principais mercados emissores de turismo em Portugal (Portugal e Espanha), adaptados a um formato online, recorrendo a estímulos visuais, e à análise qualitativa de dados através de um software especializado. O grupo focal de especialistas da área alimentar produziu uma dinâmica contrastante, com pontos de vista especializados, mas com conclusões consensuais. A categoria mais debatida foi ‘Mercado de turismo alimentar’, e os dados produzidos durante a sessão provaram ser um ponto de partida incontornável da metodologia desta investigação. O grupo de discussão de turistas do mercado interno revelou uma dinâmica profusa, com o debate mais longo online, tendo-se verificado uma clara saturação de discussão na subcategoria de ‘Desafios e respostas no turismo alimentar’. O grupo focal de turistas espanhóis, embora com um recrutamento desafiante, apresentou uma profícua interação: todos os participantes demonstraram muito conhecimento sobre a cozinha portuguesa, sendo na sua maioria turistas recorrentes em Portugal, e com um elevado nível de satisfação em relação à oferta alimentar em Portugal. Os três grupos demonstram atingir um consenso genérico em relação à utilização do termo ‘turismo gastronómico’ para as atividades turísticas afetas à alimentação, terminologia que a revisão da literatura indica ser a mais frequente para a produção científica a nível europeu. No entanto, as conclusões da análise qualitativa destes grupos revelaram que a procura turística destes participantes em Portugal é diversificada a nível alimentar, iii sendo que vários dos turistas portugueses e espanhóis preferem variar no tipo de espaços de consumo alimentar. Os mesmos elegeram ainda ambientes mais informais de consumo, com comida local, partilhados pelos residentes, recorrendo a informantes locais. Estes atributos apresentaram-se como garantia de uma autenticidade alimentar não ensaiada. A investigação produziu ainda uma caracterização das cinco tipologias de restauração mais procuradas pelos turistas nacionais e espanhóis. Esta dissertação revelou um conjunto de dados que o panorama de produção académica, até à data, não havia demonstrado no contexto do turismo de expressão alimentar em Portugal. Através da abordagem metodológica da descrição exaustiva das unidades de contexto analisadas nos três grupos focais, este trabalho poderá contribuir quer para a definição de estratégias concertadas de promoção diversificada do turismo de expressão alimentar em Portugal, quer como ponto de partida sólido para investigações futuras. Palavras-Chave: Turismo alimentar em Portugal; Procura turística alimentar; Segmentação no mercado turístico alimentar; Restauração no turismo; Turismo gastronómico. iv ABSTRACT Gastronomy and Wines has been a premium food tourism product of the national Destination Management Organization (Tourism of Portugal) since its first National Strategic Plan for Tourism, to the present one having gained visibility and food awards. However, international research points out the emergent need to have in-depth knowledge of this industry, namely on the numerous given designations and its potential segmentations in the food tourism demand. The main objective of this study is to clarify the designation for this tourism typology in Portugal and to identify potential food tourism demand segmentations, paired up with the restaurant industry. To do this, and due to the present pandemics, an exploratory methodology was created for three focus groups: experts from various areas related to the research theme (food, catering, and tourism); and two of the main tourism issuing markets in Portugal (Portugal and Spain). These were adapted to an online format, using visual stimuli and a computer-assisted qualitative data analysis software. The Portuguese food experts focus group dynamics produced contrasting and in-depth viewpoints, reflecting the expertise of each participant, but with several consensual group conclusions. The category most discussed was ‘Food tourism market’, and the data produced throughout the session, presented itself as an unquestionable starting point for the chosen methodology of the present research. In the Portuguese tourists focus group there was a clear group dynamics saturation in the subcategory of ‘Challenges and answers in food tourism’, producing much data. The Spanish tourists focus group, though challenging in its recruitment, revealed a relevant interaction: all the participants were very much informed about the Portuguese cuisine, most of them being recurrent tourists in Portugal, overall showing a high level of satisfaction on the food offer of this country. The three groups demonstrated a consensus regarding the chosen designation of the term 'gastronomy tourism' for tourism activities related to food, terminology that the literature review suggests as the most frequent for scientific production, in the European context. However, the conclusions of the qualitative analysis revealed that these participants’ tourism demand in Portugal is diversified foodwise, and several of the Portuguese and Spanish tourists prefer to use varied food consumption places. They also elected more informal consumption ambiences, with local food, shared by residents, and using local v informants. These attributes were presented as a guarantee of an unrehearsed food authenticity. This study also characterized five types of restaurants most sought after by Portuguese and Spanish tourists. This research presented a set of data that academia, to this date, has not revealed in the context of the Portuguese gastronomy tourism. Through the thick description methodological approach of the analyzed context
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