Papers by Tânia Reigadinha
Cada vez mais os gestores se vêem apercebendo da necessidade de conhecer os consumidores para que... more Cada vez mais os gestores se vêem apercebendo da necessidade de conhecer os consumidores para que as suas estratégias de marketing atinjam os níveis de sucesso pretendidos, uma vez que estes são directamente responsáveis pelas vendas e, consequentemente, pelos lucros das empresas.
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Review of Business and Legal Sciences, 2017
Cada vez mais os gestores se vêem apercebendo da necessidade de conhecer os consumidores para que... more Cada vez mais os gestores se vêem apercebendo da necessidade de conhecer os consumidores para que as suas estratégias de marketing atinjam os níveis de sucesso pretendidos, uma vez que estes são directamente responsáveis pelas vendas e, consequentemente, pelos lucros das empresas.
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Journal of Retailing and Consumer Services, 2017
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Wine and Tourism, 2016
This chapter sets forth results from an empirical study that aimed to explore the purchasing and ... more This chapter sets forth results from an empirical study that aimed to explore the purchasing and consumption behaviour of the wine tourist on the Setubal Peninsula Wine Route, one of the first studies of this subject in Portugal. Surveys of 819 visitors on this routes were analysed to reveal holiday and leisure habits and behaviours, the process of deciding on a wine route, the degree of satisfaction with the Setubal route and visitor profiles. It was found that the majority of visitors were Portuguese couples, from the districts of Setubal and Lisbon, aged over 35 and with university-level education. Visitors over 55 years old, retired, from households of more than four people or from the USA and Brazil were also significant segments. The price of visits and tastings and the prestige of the wineries and wines are the most important criteria in the choice of route. Specialist internet portals and recommendations by friends are the preferred sources of information when planning a visit. The research also included interviews with 17 different travel agencies to understand what they offer in terms of wine tourism. It was found that wine tourism does not generate significant business for travel agencies, but is a growing market. Recommendations are made for improving the marketing mix of the wine tourism product, namely for greater flexibility and customisation of what is on offer and greater promotion to agencies, tour operators and the final customer by the wine route organisation itself.
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Enlightening Tourism a Pathmaking Journal, 2012
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Page 1. A inovação no retalho: factores de (in)sucesso e perfis-tipo dos utilizadores i Agradecim... more Page 1. A inovação no retalho: factores de (in)sucesso e perfis-tipo dos utilizadores i Agradecimentos A elaboração desta tese de mestrado contou com a colaboração de pessoas e organizações que gostaria de salientar e agradecer: À Prof. ...
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Papers by Tânia Reigadinha