Rural tourism in inland Alentejo: The potential of the Brazilian market

Abstract

Introduction: Given the potential contribution of tourism to sustainable rural development, a targeted marketing strategy, focusing on specific markets, can enhance this potential, particularly in the Alentejo, which, despite certain fragilities, has increasingly attracted tourists. However, achieving market internationalization remains a challenge, with the Brazilian market being of particular interest, among other factors, due to its cultural proximity. Objective: To investigate the potential for internationalizing rural tourism in the Inland Northern and Central Alentejo region, with a focus on the Brazilian market. Methods: Primary data were obtained through interviews with stakeholders of the destination and through a questionnaire addressed to potential Brazilian tourists. Descriptive statistics and multivariate analyses were used to extract relevant information in order to support the debate on effective strategies targeting the Brazilian market, although this is an exploratory approach. Results: The findings indicate that many rural tourism establishments in this area are not adequately equipped to accommodate Brazilian tourists. While these visitors value the unique features of the region, they also expect high-quality standards in both facilities and staff. On the other hand, there seems to be a lack of information about the region, effectively made available to Brazilian tourists about the most valued aspects of the destination. Conclusion: A well-founded destination marketing strategy should strengthen its potential and promote collaboration between the various stakeholders involved to define a development strategy appropriate to the market in question, considering its expectations and sensitivity. It is desirable to complement this study with a more representative one for validation.