{"id":5543,"date":"2022-11-29T15:16:46","date_gmt":"2022-11-29T15:16:46","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=5543"},"modified":"2024-12-10T15:15:50","modified_gmt":"2024-12-10T15:15:50","slug":"d2-digital-demand-caso-de-estudo-sueco","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/d2-digital-demand-caso-de-estudo-sueco\/","title":{"rendered":"Caso de estudo sueco: O que os dados de pesquisa revelam sobre o impacto da pandemia no turismo"},"content":{"rendered":"\n

Visit Sweden, a ag\u00eancia oficial de turismo do governo sueco, tem vindo a trabalhar com a Bloom Consulting e a sua empresa irm\u00e3, D2 Analytics, desde 2015, para compreender a liga\u00e7\u00e3o entre os dados de pesquisa e o turismo, e para ajudar a medir o impacto das estrat\u00e9gias de turismo.<\/p>\n\n\n\n

Normalmente, o pa\u00eds goza de um fluxo constante de turistas internacionais ansiosos por experimentar as suas diversas paisagens naturais e o estilo de vida ‘Friluftsliv’.<\/p>\n\n\n\n

Mas quando a pandemia atingiu em 2020 e a ind\u00fastria parou, o governo iniciou um novo projeto anal\u00edtico para entender se a pandemia, e a abordagem “controversa” da gest\u00e3o de crises da Su\u00e9cia mudariam as perce\u00e7\u00f5es e o comportamento tur\u00edstico, e se outros destinos seriam igualmente afetados.<\/p>\n\n\n\n

Foram tamb\u00e9m recolhidos pela primeira vez dados sobre o mercado do turismo dom\u00e9stico, permitindo \u00e0 Visit Sweden compreender a dimens\u00e3o e o comportamento do mercado interno.<\/p>\n\n\n\n

D2 – Procura Digital \u00a9 durante a pandemia<\/strong><\/h3>\n\n\n\n

Mais de 100K termos de pesquisa relacionados com o turismo agrupados em 260 Brandtags <\/em>foram introduzidos no software D2 – Digital Demand \u00a9 que regista a frequ\u00eancia com que s\u00e3o pesquisados, e de onde prov\u00eam essas pesquisas. Estes dados foram comparados com os concorrentes diretos do pa\u00eds nos \u00faltimos dois anos e em 10 outros mercados estrat\u00e9gicos.<\/p>\n\n\n\n

“Este \u00e9 um projeto muito excitante, pois \u00e9 a primeira vez que a Bloom Consulting foi capaz de avaliar n\u00e3o s\u00f3 o impacto da pandemia no comportamento de busca tur\u00edstica, mas tamb\u00e9m no per\u00edodo de recupera\u00e7\u00e3o que estamos a viver agora”, disse a divis\u00e3o de an\u00e1lise da Bloom Consulting.<\/p>\n\n\n\n

\"\"
Os dados digitais mostram que o turismo rural e ao ar livre recuperou mais rapidamente que o turismo geral
Bloom Consulting \u00a9 Since 2003 <\/figcaption><\/figure>\n\n\n\n

A Bloom Consulting iniciou este novo projeto em Abril de 2021, e apresentar\u00e1 novos dados numa base trimestral at\u00e9 2022.<\/p>\n\n\n\n

Recupera\u00e7\u00e3o <\/h3>\n\n\n\n

\u00c0 medida que os pa\u00edses reabrem e as viagens se tornam mais vi\u00e1veis, os dados dizem que a ind\u00fastria do turismo est\u00e1 lentamente a mostrar sinais positivos de crescimento, impulsionada predominantemente pelo comportamento do mercado alem\u00e3o, holand\u00eas e brit\u00e2nico.<\/p>\n\n\n\n

Os resultados da procura digital indicam que os turistas estavam ansiosos por viajar e que estavam ativos on-line, em particular de pa\u00edses como os Pa\u00edses Baixos e a Dinamarca. De facto, estes mercados t\u00eam conseguido crescer para al\u00e9m dos n\u00edveis pr\u00e9-pand\u00e9micos.<\/p>\n\n\n\n

No entanto, como revelado no ano passado, na D2 Analytics e na Bloom Consulting <\/a>COVID-19: O Impacto nos Comportamentos Turisticos,<\/a> <\/em>ainda 15 a 35 por cento dos turistas podem n\u00e3o retomar as viagens para fins de lazer a m\u00e9dio prazo. Isto acontece apesar de os governos flexibilizarem as regras de viagem e do vasto programa de vacina\u00e7\u00e3o da UE.<\/p>\n\n\n\n

Por exemplo, h\u00e1 uma nova tend\u00eancia global em que mais turistas est\u00e3o a escolher cabanas e casas particulares em vez de hot\u00e9is, e atividades rurais e ao ar livre em vez de viagens urbanas.<\/p>\n\n\n

\n
\"\"
Uma cabana ao ar livre em \u00d6stersk\u00e4r \u00c5kersberga, Su\u00e9cia. Foto de Maryna Nikolaieva no Unsplash<\/figcaption><\/figure><\/div>\n\n\n

Apesar da queda geral do interesse, a Su\u00e9cia est\u00e1 a recuperar bem em compara\u00e7\u00e3o com os seus pares e est\u00e1 bem colocada para beneficiar de consequ\u00eancias inesperadas – causadas pela pandemia – sobre os comportamentos e prefer\u00eancias tur\u00edsticas.<\/p>\n\n\n\n

“A Su\u00e9cia \u00e9 bem conhecida pela natureza e atividades ao ar livre, pelo que o turismo pode crescer mais rapidamente do que os seus concorrentes \u00e0 medida que as coisas se abrem. Saberemos mais nos pr\u00f3ximos trimestres quando analisarmos os dados que abrangem o Ver\u00e3o de 2021”, disse a Bloom Consulting. <\/p>\n\n\n\n

Import\u00e2ncia dos dados <\/strong><\/h3>\n\n\n\n

A monitoriza\u00e7\u00e3o dos dados de pesquisa ao longo do tempo d\u00e1 uma vis\u00e3o precisa e rica que pode ajudar a moldar uma estrat\u00e9gia de recupera\u00e7\u00e3o da marca ou marketing. Adotar uma abordagem proactiva, como fez a Su\u00e9cia, pode proporcionar clareza mesmo em tempos sem precedentes e ajudar uma Marca Pa\u00eds a atingir os seus objetivos.<\/p>\n\n\n\n

Publicado em 29.11.2022.<\/p>\n","protected":false},"excerpt":{"rendered":"

Visit Sweden, a ag\u00eancia oficial de turismo do governo sueco, tem vindo a trabalhar com a Bloom Consulting e a sua empresa irm\u00e3, D2 Analytics, desde 2015, para compreender a liga\u00e7\u00e3o entre os dados de pesquisa e o turismo, e para ajudar a medir o impacto das estrat\u00e9gias de turismo. Normalmente, o pa\u00eds goza de […]<\/p>\n","protected":false},"author":3,"featured_media":5937,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[73,103],"tags":[450,141,348,144],"class_list":{"0":"post-5543","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-digital_identity","8":"category-identidade-digital","9":"tag-digital-identity-pt-pt-2","10":"tag-digital-identity","11":"tag-nation-branding-pt-pt-2","12":"tag-nation-branding"},"yoast_head":"\nD2 - Digital Demand: Caso de estudo sueco - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Visit Sweden, a ag\u00eancia oficial de turismo do governo sueco, tem vindo a trabalhar com a Bloom Consulting e a sua empresa irm\u00e3, D2 Analytics\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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