Percorrer por autor "Ana Rita Conde"
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- Generative AI and its application by Destination Marketing Organizations: Enhancing tourist experiencesPublication . Marco Martins; Ricardo Jorge Costa Guerra; Lara Santos; Lopes, Luisa; Ana Rita CondeAlthough Generative AI is intrinsically interrelated with artificial intelligence (AI), it presents distinctive aspects that expand its potential. While AI compiles, classifies, and analyzes existing data (which is why it is also known as analytical AI), Generative AI differs in its ability to create or generate new data (Zhang et al., 2023). For example, while traditional AI can analyze data on travel preferences or tourism products, booking history, or online search patterns to identify and segment target audiences and recommend specific tourism destinations, Generative AI goes further, as it can create personalised destination descriptions, never-before-seen promotional images, and completely new and unique travel itineraries that match consumers’ interests. In short, traditional AI performs the necessary analyzis to identify and segment target audiences, while Generative AI brings about creative and dynamic content that interacts directly with consumers (Wen et al., 2024).
- The tourist experience and the use of virtual reality in destination marketingPublication . Marco Martins; Ricardo Jorge da Costa Guerra; Lara Santos; Lopes, Luisa; Ana Rita CondeToday, physical and virtual spaces are increasingly intertwined, transforming how tourists perceive, interact with and ultimately choose their travel destinations. This evolution significantly influences tourist behaviour across all stages of the customer journey. Virtual reality emerges as a powerful tool in an experiential destination’s marketing, offering immersive pre-visit experiences that allow potential tourists to explore a destination’s atmosphere and anticipate emotional responses before arrival. By integrating VR into marketing strategies, destinations can influence both the information search and decision-making phases of the tourist journey, effectively bridging the gap between real and virtual perceptions. This chapter explores how virtual reality can enhance the tourist experience by serving as a strategic instrument in destination marketing. To achieve this, a non-systematic literature review was conducted. This method allowed a flexible yet objective and rigorous analysis of existing research on key topics including tourist experience, the tourist customer journey, virtual reality and virtual experiential marketing. The chapter proposes a holistic model integrating virtual reality into the tourist experience and customer journey. Based on the findings, the chapter offers informed recommendations for tourism marketers and stakeholders seeking to leverage immersive technologies to better engage with prospective travellers and enrich their overall experience.