Exploring Corporate Events as Tourism Consumption

Abstract

The purpose is to identify and explore the tourism consumption of corporate events through team building activities, providing answers and solutions for small and medium-sized enterprises. This research presents a mixed methodology through the qualitative study of the behaviour of companies towards their consumption and the quantitative exploration of the benefits and satisfaction created by corporate events, supported by the analysis of the market offer of team building activities. The results obtained and the associated discussion form and answer the critical questions of the research, designed as a theoretical platform for future research dedicated to the theme, has opened the way to the relevance of market segmentation and the importance of linking the concepts of tourism and team building. From the discussion of the potential of the team building product as a tourism product, it was concluded that, from a holistic point of view, tourism benefits from the consumption of these products and offers answers to the demand of this market.