Seasonality mitigation strategies - The case of the Douro Museum

• Main Author: Fernandes, Didiana
• Publication Date: 2022
• Other Authors: Vieira, Isabel, Cardoso, Fernando, Guia, Ana, Rodrigues, Ana Paula
• Language: eng
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10400.19/7535
• topic: Seasonality; Offer strategies; Alto Douro; Douro Museum; Innovative products

Seasonality covers various sectors of economic activity, from primary to tertiary, being tourism, specifically in this study, culture and museums, very affected by this phenomenon. In a way, this constraint is predictable in this sector, and this predictability may allow the anticipation of supply strategies that can counteract this manifestation and stimulate the stability of demand throughout the year. Examples include market variation, pricing policy and the experience provided, whereby promotion should reflect distinct activity and event packages. This research was conducted as a starting point to help combat the seasonality evident in the Douro Museum located in the Alto Douro Region. An exploratory case study combining qualitative research methods was conducted to deepen the understanding of this complex phenomenon. We hope that this research reveals the importance of the enlargement of innovative and transversal cultural tourism products, in the planning and development of tourism in Alto Douro and, in particular, in the Douro Museum, facing the so called low season in tourism.