{"id":220,"date":"2016-11-23T16:43:32","date_gmt":"2016-11-23T19:43:32","guid":{"rendered":"http:\/\/www.setur.ce.gov.br\/2016\/11\/23\/plano-de-marketing\/"},"modified":"2016-11-23T16:43:32","modified_gmt":"2016-11-23T19:43:32","slug":"plano-de-marketing","status":"publish","type":"post","link":"https:\/\/www.ce.gov.br\/setur\/2016\/11\/23\/plano-de-marketing\/","title":{"rendered":"Plano de Marketing"},"content":{"rendered":"<p>O Estudo de Mercado dos Polos Tur\u00edsticos do Estado do Cear\u00e1 \u00e9 parte componente do PRODETUR Cear\u00e1, tendo abarcado os tr\u00eas polos que fazem parte do programa: Litoral Leste, Chapada da Ibiapaba e Maci\u00e7o do Baturit\u00e9. Executado durante o ano de 2011, o estudo \u00e9 pioneiro no mercado tur\u00edstico brasileiro, abarcando pesquisas e estudos junto a diferentes atores do setor de turismo: operadores, demanda atual, demanda potencial, oferta tur\u00edstica e concorr\u00eancia.<\/p>\n<p>A pesquisa de demanda potencial, que utilizou o m\u00e9todo de prefer\u00eancias declaradas, \u00e9 in\u00e9dita no setor de turismo brasileiro. O resultado das pesquisas e estudos forneceu as bases para a elabora\u00e7\u00e3o de um estudo de compatibiliza\u00e7\u00e3o entre oferta e demanda tur\u00edstica, que permitiu a sele\u00e7\u00e3o dos destinos e investimentos priorit\u00e1rios em cada um dos polos. Os principais<br \/>resultados dos Estudos de Mercado s\u00e3o apresentados na sequ\u00eancia.<\/p>\n<h3 style=\"text-align: left;\">POLO LITORAL LESTE<\/h3>\n<p>O que leva os visitantes ao Polo Litoral Leste hoje?<\/p>\n<p>O Polo Litoral Leste tem atualmente grande inser\u00e7\u00e3o na carteira de produto dos operadores nacionais e internacionais.<br \/>Os visitantes do Polo s\u00e3o atra\u00eddos principalmente por sol e praia (mais de 55% dos entrevistados). <br \/>O banho de sol e de mar s\u00e3o as principais atividades realizadas durante as visitas aos destinos do Polo. Atividades complementares ainda s\u00e3o escassas.<\/p>\n<p>Quem \u00e9 o turista recebido pelo Polo Litoral Leste hoje?<\/p>\n<p>Perfil das viagens<\/p>\n<p>O p\u00fablico dom\u00e9stico normalmente utiliza avi\u00e3o e viaja com fam\u00edlia, amigos ou em casais, em grupos de at\u00e9 quatro pessoas. O p\u00fablico internacional utiliza avi\u00e3o e viaja em grupos de amigos e<br \/>fam\u00edlia ou sozinho, normalmente em grupos menores, com at\u00e9 tr\u00eas pessoas. <br \/>Mais de 40% do p\u00fablico \u00e9 excursionista, ou seja, apenas passa o dia no Polo. Hot\u00e9is e pousadas s\u00e3o os principais meios de hospedagem utilizados no Polo (mais de 65% dos visitantes).<br \/>A maior parte das viagens \u00e9 independente. 40% dos visitantes dom\u00e9sticos e 20% dos internacionais utilizam servi\u00e7os de ag\u00eancias de viagem.<\/p>\n<p>Principais emissores<\/p>\n<p>&#8211; Dom\u00e9stico: S\u00e3o Paulo (23%)<\/p>\n<p>&#8211; Internacional: It\u00e1lia (39%)<\/p>\n<p>Dura\u00e7\u00e3o das viagens<\/p>\n<p>&#8211; 4,17 dias (m\u00e9dia)<\/p>\n<p>Gasto m\u00e9dio do p\u00fablico visitante (di\u00e1rio e per capita)<\/p>\n<p>&#8211; R$ 115,99<\/p>\n<p>Conhecimento do destino<\/p>\n<p>A taxa de retorno ao Polo Litoral Leste \u00e9 significativa: <br \/>&#8211; Mais de 64% dos turistas dom\u00e9sticos j\u00e1 tinham visitado o Polo.<br \/>&#8211; Mais de 50% dos turistas internacionais j\u00e1 tinham visitado o Polo.<\/p>\n<p>A indica\u00e7\u00e3o de amigos e parentes e o conhecimento pr\u00e9vio do destino s\u00e3o as principais formas de obter informa\u00e7\u00e3o sobre o Polo Litoral Leste.<\/p>\n<h3><a href=\"https:\/\/www.setur.ce.gov.br\/wp-content\/uploads\/sites\/48\/2016\/11\/estudo-de-mercado2016.pdf\" target=\"_blank\">Plano de Marketing (vers\u00e3o PDF)<\/a><\/h3>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O Estudo de Mercado dos Polos Tur\u00edsticos do Estado do Cear\u00e1 \u00e9 parte componente do PRODETUR Cear\u00e1, tendo abarcado os tr\u00eas polos que fazem parte do programa: Litoral Leste, Chapada da Ibiapaba e Maci\u00e7o do Baturit\u00e9. Executado durante o ano de 2011, o estudo \u00e9 pioneiro no mercado tur\u00edstico brasileiro, abarcando pesquisas e estudos junto [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-220","post","type-post","status-publish","format-standard","hentry","category-plano-de-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Plano de Marketing - SETUR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ww16.ce.gov.br\/setur\/2016\/11\/23\/plano-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Plano de Marketing - SETUR\" \/>\n<meta property=\"og:description\" content=\"O Estudo de Mercado dos Polos Tur\u00edsticos do Estado do Cear\u00e1 \u00e9 parte componente do PRODETUR Cear\u00e1, tendo abarcado os tr\u00eas polos que fazem parte do programa: Litoral Leste, Chapada da Ibiapaba e Maci\u00e7o do Baturit\u00e9. 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