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Authors
Advisor(s)
Abstract(s)
A cultura, enquanto instrumento para a construção da imagem, desempenha um papel fulcral na promoção nacional e internacional das cidades, evidenciando-se como um fator estratégico de competitividade e de coesão social e territorial suscetível de tornar as cidades mais atrativas para investidores, turistas e também para os seus habitantes.
É neste contexto que surgiu a oportunidade de conceptualizar e estruturar uma aplicação mobile para o sector do turismo cultural urbano da cidade de Lisboa. Não obstante a app desenvolvida neste projeto poder vir a ser do interesse de alguma organização a operar no setor do turismo cultural urbano, a mesma não foi pensada para uma marca ou organização concreta.
O insight para este projeto surgiu da necessidade de convergência de informação turística cultural da cidade num meio mobile que viabilize, em qualquer altura e lugar, a vivência e consciência da sua riqueza patrimonial arquitetónica. É, portanto, objetivo desta app promover este património e, ao fazê-lo, incrementar o valor da indústria cultural e turística de Lisboa, estimulando um terreno fértil de conhecimento e inovação pela aliança entre tecnologia e gestão da cidade.
Com vista à concretização deste objetivo, foi realizada uma investigação de tipo dedutivo, com uma abordagem quantitativa e objetivos descritivos. A investigação teve por base uma recolha e análise de dados primários. Segundo a análise dos resultados obtidos conclui-se que aplicação é relevante para uma grande maioria dos inquiridos, com quatro em cada cinco respondentes a reconhecerem relevância ao tipo de aplicação.
ABSTRACT: Culture, as a tool for image-building, plays a central role in the national and in-ternational promotion of cities, as a strategical factor for competitiveness and social and territorial cohesion that can make cities more attractive to investors, tourists and also for its inhabitants. It was in this context that emerged the opportunity to conceptualize and structure a mobile application for the urban cultural tourism sector of the city of Lisbon. Alt-hough the app developed in this project could be of interest to some organization oper-ating in the urban cultural tourism sector, it was not intended for a specific brand or organization. The insight to this project came from the need for convergence of cultural tour-ism information of the city in a mobile environment that allows, at any time and place, the experience and awareness of its architectural heritage wealth. It is therefore the aim of this app to promote this heritage and, in doing so, to increase the value of the cultural and tourist industry of Lisbon, stimulating a fertile ground of knowledge and innovation through the alliance between technology and city management. In order to achieve this objective, a deductive type research was carried out, with a quantitative approach and descriptive objectives. The research was based on a collec-tion and analysis of primary data. According to the analysis of the obtained results it is concluded that the application is relevant for a large majority of respondents, with 4 out of 5 respondents to recognize relevance to the type of application.
ABSTRACT: Culture, as a tool for image-building, plays a central role in the national and in-ternational promotion of cities, as a strategical factor for competitiveness and social and territorial cohesion that can make cities more attractive to investors, tourists and also for its inhabitants. It was in this context that emerged the opportunity to conceptualize and structure a mobile application for the urban cultural tourism sector of the city of Lisbon. Alt-hough the app developed in this project could be of interest to some organization oper-ating in the urban cultural tourism sector, it was not intended for a specific brand or organization. The insight to this project came from the need for convergence of cultural tour-ism information of the city in a mobile environment that allows, at any time and place, the experience and awareness of its architectural heritage wealth. It is therefore the aim of this app to promote this heritage and, in doing so, to increase the value of the cultural and tourist industry of Lisbon, stimulating a fertile ground of knowledge and innovation through the alliance between technology and city management. In order to achieve this objective, a deductive type research was carried out, with a quantitative approach and descriptive objectives. The research was based on a collec-tion and analysis of primary data. According to the analysis of the obtained results it is concluded that the application is relevant for a large majority of respondents, with 4 out of 5 respondents to recognize relevance to the type of application.
Description
Trabalho de projeto submetido como requisito parcial para obtenção do grau de mestre em publicidade e marketing.
Keywords
Marketing Marketing cultural Turismo cultural Cidades Aplicações móveis Apps Lisboa Engagement Cultural marketing Cultural tourism Cities Mobile applications Portugal
Citation
PENA, Joana Rita Amaral - Projeto de conceito e estrutura de uma aplicação mobile para o setor do turismo cultural urbano. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Trabalho de projeto.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social