The role of football clubs as a driver of tourism marketing management and local development: A preliminary study in Minho (Portugal)

Abstract

The concept of sport-related tourism has become more prominent in the last decades both as an academic field of study and an increasingly popular tourism product and as a niche tourism example. The main objective of the present research is to analyze the contribution of sports tourism and football tourism to the development of territories, evaluate the relationship between local entities and football clubs, and identify the marketing strategies of clubs and local entities responsible for tourism. The Quadrilátero do Minho (Minho Quadrangle), corresponding to the cities of Barcelos, Braga, Guimarães, and V.N. Famalicão, hosting the football clubs, was the main focus of the study. Data collection was carried out through four interviews with those responsible for local tourism, in the Quadrilátero do Minho, with the aim of studying whether there is a joint concern to enhance sports tourism and contribute to promoting tourism and the local economy. Results will make it possible to identify the cities that present a stronger connection between clubs and local entities and if this connection translates into greater growth in tourism and economic development of cities. In addition to the interviews, a focus group was held, bringing together twelve football fans from the clubs in the Minho Quadrangle. Results will allow informing the municipalities of the direction that the future commitment to sports tourism, and especially football, should take. The manuscript intended to analyze the views of managers/professionals and consumers.