La calidad de los servicios de las empresas de turismo activo en Portugal

Résumé

Tourism is one of the fastest growing sectors in the world and active tourism one of its fastest growing categories. World countries, in different stages of economic development, are increasingly prioritizing this type of tourism for market growth purposes, acknowledging its ecological, cultural and economic value (UNWTO, 2014). These activities are carried out in a very particular environment, linking the practice of sports to a privileged contact with nature. However, one must not forget that this kind of practice entails several risks for its participants/clients, which result from the interaction of several factors and mainly from the scope and nature of this sort of activities. In this context, it is important to examine and study the way in which expert companies in active tourism area provide their services in the market, trying to identify the parameters and constraints which determine the quality of the services they render, and subsequently propose improvements in processes and procedures. The present research is divided in four studies, whose methodology was adapted to each specific analysis and respective population. In the first study, the HEVA Questionnaire (Mediavilla 2010) was adapted and validated from Spain to Portugal. The achieved results of the analysis which was carried out by experts in the field and applied to a trial/pilot group, enabled the validation of this instrument for Portugal. The quality parameters were adapted and are applicable in equal terms both to Portugal and to other European and Latin American countries, according to the most recent research (Mediavilla et al., 2014). The aim of the second study was to analyze active tourism entrepreneurs’ perception of the quality indicators of the services rendered by companies operating in the area. With that end in view, the validated HEVA questionnaire (Bento, 2013) was applied to a set of 183 Portuguese active tourism companies. A descriptive and inferential statistical analysis made it possible to characterize the profile of the companies which participated in the study, as well as the most and the least valued factors in the several domains and parameters which determine service quality indicators. Among other results, the study showed the recent growth of this sector in Portugal, as most of the companies which participated in the study have been operating for less than 10 years. They are run by one or two partners, and the great majority operate throughout the year, despite the sector’s seasonality. On average, they market up to 10 activities/products. Most of the respondents do not have fixed headquarters but carry out and diversify their operation over a certain territory/geographical area. They usually have up to two full-time employees and take on temporary staff when necessary. Also worth mentioning is the fact that 70.5% of the respondents classify/insert their activity and daily business management in the tourism area. As far as the quality parameters in the HEVA questionnaire are concerned, Portuguese entrepreneurs highlight the importance of briefing the client about the characteristics of the activity, most notably those pertaining to risk management/minimization. They also emphasize the importance of human resource specialization/expertise and motivation for the success of the operation, and try to minimize staff turnover. The third study tried to take in and compare the opinion of Portuguese active tourism entrepreneurs with that of their counterparts in other a geographical contexts. Using both Mediavilla data (2010) and those of the second study of the present thesis, we analyzed the main ideas/feedback of managers from Portugal, Italy and Costa Rica, who took part in the study. Descriptive analyses of the total sample (N=265) were carried out, according to the available data, comparing the results obtained in the different countries and contexts. One aspect that stands out is Costa Rican companies’ maturity and experience when compared to the others. On average, the companies from the different countries considered offer up to 25 differentiated activities/products. As far as service quality parameters are concerned, the opinion of the respondents in the four countries considered converges on the following aspects: expert training in the area; specific knowledge of aspects pertaining to security and to each service’s norms, as well as to the implementation of quality systems and procedures, which may help develop and market new products and services. This, they believe, will make it easier to adjust the services provided to the reality of each company, thus making it more competitive. Lastly, in the fourth study, a qualitative methodology was applied by means of written interviews to a group of Portuguese active tourism entrepreneurs, selected through the non-probability sampling method, as propounded by Vallés (1997). After analyzing the contents of the obtained responses, which allowed to reach a deeper understanding and/or the clarification of some relevant aspects, a proposal for process improvement was drawn, taking into consideration the different perceptions, experiences and work contexts of this business area. A noteworthy aspect is that, according to the respondents, it is urgent to homogenize procedures and norms related to the active tourism market, trying to follow the regulation/standardization processes already under way in some European countries. Other aspects worth mentioning are the development of specific training models within the sector and the need to implement a greater number of projects and services adapted to “accessible tourism”.