Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery

Detalhes bibliográficos
Autor(a) principal: Wornicka, Dominika Marianna
Data de Publicação: 2012
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/20.500.11960/2651
Resumo: Cultural tourism is becoming more and more popular nowadays. Visitors are interested in getting to know the historic and cultural sites and they are ready to appreciate their value. Moreover, they expect memorable experiences and entertaining visits for the money they spend. In order to let them fully enjoy their visits to the Cultural Heritage Sites, good interpretation plan is needed. However, any plan should be correctly adjusted to the visitors´ profiles at a given site. Adults or teenagers are probably going to respond differently than children or elders. It is important then to correctly identify the segments of visitors to the Heritage Sites and then create interpretation plans that are going to educate, inspire and entertain at the same time. This thesis analyses all the theoretical aspects related to the World Heritage Sites and creation of an interpretation plan and then focuses on the study case: the Monastery of Alcobaça in Portugal. Visitors´ profiles are analyzed and the main segments are defined. Then the improvements proposal of the existent interpretation plan is being made adjusted to those defined segments.
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spelling Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça MonasteryCultural tourismMarketingTurismo culturalCultural tourism is becoming more and more popular nowadays. Visitors are interested in getting to know the historic and cultural sites and they are ready to appreciate their value. Moreover, they expect memorable experiences and entertaining visits for the money they spend. In order to let them fully enjoy their visits to the Cultural Heritage Sites, good interpretation plan is needed. However, any plan should be correctly adjusted to the visitors´ profiles at a given site. Adults or teenagers are probably going to respond differently than children or elders. It is important then to correctly identify the segments of visitors to the Heritage Sites and then create interpretation plans that are going to educate, inspire and entertain at the same time. This thesis analyses all the theoretical aspects related to the World Heritage Sites and creation of an interpretation plan and then focuses on the study case: the Monastery of Alcobaça in Portugal. Visitors´ profiles are analyzed and the main segments are defined. Then the improvements proposal of the existent interpretation plan is being made adjusted to those defined segments.O turismo cultural torna-se cada vez mais popular. Os visitantes estão interessados não só em conhecer os monumentos históricos e culturais mas também querem apreciar e compreender o valor universal que estes lugares possuem. Além disso, esperam que as visitas sejam interessantes e divertidas criando as experiências memoráveis. Um bom plano de interpretação é essencial para lhes permitir desfrutar as suas visitas. No entanto, cada plano de interpretação deve ser corretamente ajustado aos perfis dos visitantes no local histórico ou cultural. Os jovens e os adolescentes provavelmente vão perceber o Monumento de forma muito diferente do que as crianças e idosos. A Identificação dos segmentos dos visitantes é muito relevante para a administração dos monumentos históricos, desta forma, permitindo criar um plano de interpretação que educa e inspira ao mesmo tempo. Esta tese tem como um dos objetivos principais a análise da base teórica relacionada com património classificado e a criação do plano de interpretação. O Mosteiro de Alcobaça é o caso de estudo desta investigação. Depois da análise profunda dos perfis dos visitantes no Monumento os segmentos principais eram definidos. Finalmente a proposta com melhorias no plano de interpretação e estratégias de marketing utilizadas para promover o Monumento foram ajustadas aos segmentos previamente definidos.2022-02-11T18:39:59Z2012-12-13T00:00:00Z2012-12-13info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/20.500.11960/2651TID:0engmetadata only accessinfo:eu-repo/semantics/openAccessWornicka, Dominika Mariannareponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-21T14:43:30Zoai:repositorio.ipvc.pt:20.500.11960/2651Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:44:37.660636Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery
title Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery
spellingShingle Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery
Wornicka, Dominika Marianna
Cultural tourism
Marketing
Turismo cultural
title_short Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery
title_full Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery
title_fullStr Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery
title_full_unstemmed Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery
title_sort Adjustment of interpretation and marketing strategies in the historic monuments to visitors' profiles : case study of alcobaça Monastery
author Wornicka, Dominika Marianna
author_facet Wornicka, Dominika Marianna
author_role author
dc.contributor.author.fl_str_mv Wornicka, Dominika Marianna
dc.subject.por.fl_str_mv Cultural tourism
Marketing
Turismo cultural
topic Cultural tourism
Marketing
Turismo cultural
description Cultural tourism is becoming more and more popular nowadays. Visitors are interested in getting to know the historic and cultural sites and they are ready to appreciate their value. Moreover, they expect memorable experiences and entertaining visits for the money they spend. In order to let them fully enjoy their visits to the Cultural Heritage Sites, good interpretation plan is needed. However, any plan should be correctly adjusted to the visitors´ profiles at a given site. Adults or teenagers are probably going to respond differently than children or elders. It is important then to correctly identify the segments of visitors to the Heritage Sites and then create interpretation plans that are going to educate, inspire and entertain at the same time. This thesis analyses all the theoretical aspects related to the World Heritage Sites and creation of an interpretation plan and then focuses on the study case: the Monastery of Alcobaça in Portugal. Visitors´ profiles are analyzed and the main segments are defined. Then the improvements proposal of the existent interpretation plan is being made adjusted to those defined segments.
publishDate 2012
dc.date.none.fl_str_mv 2012-12-13T00:00:00Z
2012-12-13
2022-02-11T18:39:59Z
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/20.500.11960/2651
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dc.language.iso.fl_str_mv eng
language eng
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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