Análise de mercado para elaboração de um plano de negócio: um estudo sobre o turismo na terceira idade em Campina Grande – PB.

Abstract

Entrepreneurship has the task of generating wealth through the exploitation of perceived opportunities. In recent years, the tourism sector is attracting increased investment, becoming a very competitive market, where new opportunities are emerging, such as the tourism aimed at the elderly. New entrepreneurs wishing to invest in this segment, it is essential to conduct a thorough market as the first and most important step for developing a good business plan. This work is the result of research on tourism in the elderly in the city of Campina Grande- PB, with the aim of analyzing the market on the basis of characterization of the tourism sector, in describing the group formed by customers of the third age, SWOT analysis of the services offered and profiles. To this end, we conducted an exploratory and descriptive, from a literature review on the subject and a field survey. The sample was non-probabilistic intentional and accessibility composed of seven tourism companies located in Campina Grande-PB. Data were collected through interviews with managers of the companies surveyed and the interviewees' statements were analyzed qualitatively. The results showed that these companies, although they are aware of the growing trend of the tourism market for the elderly, still do not consider the demands of the public as an investment opportunity, but merely to offer tour packages generic, without appropriate adjustments to the particular needs customers for the elderly.