Tourism sector competitiveness in Portugal: applying Porter's Diamond

Abstract

The tourism sector has stood out for its enormous capacity for growth on a global scale and holding a relevant role both as a tool for the competitiveness and as a driver of regional development. This profile stems not only from its multiplier effects but also the opportunities susceptible to identification within the scope of offsetting regional disparities in growth and prosperity. The objective of this research consists of evaluating the competitiveness of the regional areas and directorates of tourism in Portugal. We have used primary data (a sample of 446 companies), through a questionnaire aimed at companies displaying the activities characteristic of the World Tourism Organisation satellite account. Through the application of Porter's Diamond Model, we attained at a conceptual model through recourse to the Partial Least Square -Path Modelling technique with the objective of analysing the relationships unfolding among the determinant variables to competitiveness in the tourism sector. Despite the results returned proving clear, we also verify that encapsulating competitiveness proves no easy task given how Portugal reports regions with simultaneously very varied and very specific characteristics.Keywords: Tourism, competitiveness, Porter's diamond, regional tourism area, Portugal. ResumoO sector do turismo destaca-se pela enorme capacidade de crescimento a nível mundial, desempenhando um papel relevante tanto como ferramenta para a competitividade como enquanto motor do desenvolvimento regional. Este perfil decorre não apenas dos seus efeitos multiplicadores, mas também das oportunidades suscetíveis de identificação no âmbito da compensação das disparidades regionais no crescimento e prosperidade. O objetivo desta investigação consiste em avaliar a competitividade das áreas regionais e direções do turismo em Portugal. Utilizamos dados primários (uma amostra de 446 empresas), através de um questionário destinado a empresas que exibem as atividades características da conta satélite da Organização Mundial de Turismo. Através da aplicação do Modelo de Diamante de Porter, alcançamos um modelo conceitual através do recurso à técnica de Partial Least Square -Path Modelling com o objetivo de analisar as relações que se desdobram entre as variáveis determinantes para a competitividade no setor de turismo. Apesar de os resultados retornados serem claros, verificamos também que o encapsulamento da competitividade não se revela uma tarefa fácil, dado o fato de Portugal englobar regiões com características simultaneamente muito variadas e muito específicas.Palavras-chave: Turismo, competitividade, diamante de Porter, área regional de turismo, Portugal.

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