MARKETING PLAN: BIRDWATCHING FOR COMPANHIA DAS LEZÍRIAS

The main objective of this project is the creation of a Marketing Plan for Companhia das Lezírias regarding the birdwatching activities offered at EVOA, seeking to increase the number of visitors, national and international, to strengthen its presence in this niche market, that is ornithological tourism. Also known as birdwatching, this type of tourism is growing and becoming extremely attractive, and it has become a remarkably sustainable tourist product that fosters a positive interaction between humans and the environment. To develop this marketing plan, an Action Research methodology was followed, with the intention of directly researching variables related to this type of business, involving the collection of primary and secondary data. A mixed collection of qualitative and quantitative data was conducted through the elaboration of a semi-structured interview and an online questionnaire, respectively. The interview was conducted with engineer Rui Alves and coordinator Sandra Paiva Silva from EVOA in order to better understand the company and clarify the specificality of the ornithological tourism activities that are provided there. Subsequently, to get a better understanding of the market’s perception and perceptiveness regarding birdwatching and CL, an online questionnaire was elaborated, and responses were analysed. The collection of information contributed to the elaboration of marketing-mix strategies that ultimately aim at achieving the marketing objectives that were previously reflected, raising brand awareness and enabling a competitive positioning in the market.