Oporto and Northern Portugal Tourism and the Relationship with PortWine the 4 C’s Tourism Destination Competitiveness Matrix

Abstract

With the growth of the tourism sector and its importance for a large part of the world economies, the pressure on destinations to remain competitive in the face of, above all, their direct competitors, is also increasing. Oporto and Northern Portugal have established themselves in recent years as a tourist destination of choice, as is demonstrated by the sector’s results and the international prizes awarded to the region. With the growth of national tourism, this region has experienced splendid years. Therefore, the interest in investigating the possible relationship between the growth of the region as a tourist destination and the prestige of the world of Port wine arises. To study that relationship, one of the key factors is an analysis of the competitiveness of the destination. The complexity of existing theoretical models led to the creation of the 4 C’s tourism destination competitiveness matrix, a tool that allows us to understand the area or areas where stakeholders should focus their attention in order to make decisions based on the perception of tourists and residents. In this paper, we present, as an example, the answers collected from the question ‘What memories will you take away with you from your visit to the city?’, included in the survey carried out to test the 4 C’s matrix, using a sample. In the content analysis of this question, only one respondent answered ‘Port wine’.