Browsing by Author "Clara, Irina"
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- Digital marketing and user-generated content: a case study of Vidago Palace HotelPublication . Clara, Irina; Paiva, Teresa; Morais, Elisabete PauloDigital marketing is essential for hotels. It is important to have a social media strategy and, simultaneously, to be aware of the guests’ opinions and reviews, be conscious of their satisfaction. In this sense, the content, and interactions of the different social media of Vidago Palace Hotel were analysed, and some suggestions for improvement were given. On the other hand, the hotel reviews in the main online review platforms were analysed, to understand the level of guest satisfaction. The results show that there should be more care at the social media strategy level, posting with more frequency.However, the reviews are excellent, which shows that the quality of service provided by the hotel. The exploratory nature of the study is one of its limitations, added by the fact that is based on a specific date that analysed its last 10 publications.
- Realidade virtual e realidade aumentada no setor do turismo: o caso específico dos museus portuguesesPublication . Clara, Irina; Correia, RicardoObjetivo: Este trabalho pretende estudar a aplicação das tecnologias de realidade virtual e da realidade aumentada no setor do turismo, especificamente nos museus utilizando para isso uma amostra de museus portugueses. Metodologia: O artigo seguiu uma abordagem de metodologia qualitativa do tipo descritiva, baseada na análise de conteúdo. Foram analisadas as aplicações de realidade virtual e aumentada de quatro museus portugueses de forma a aferir da sua utilização e estabelecer comparações entre eles. Originalidade: Dada a escassez de estudos na área museológica explorando o efeito dos avanços tecnológicos neste sector, o artigo contribuiu com conhecimento para tentar perceber se as visitas virtuais podem ser utilizadas enquanto ferramenta de marketing para promover os museus. Resultados: A realidade virtual tem permitido aos museus explorar os seus conteúdos de uma forma mais imersiva e interativa, e demonstrou ser uma ferramenta que pode ser utilizada para atrair visitantes e melhorar a sua experiência. Limitações: A principal limitação do artigo é a sua natureza exploratória, sendo baseado apenas numa análise também ela superficial das informações disponíveis acerca das plataformas utilizadas para as visitas virtuais.
- Tracking techniques in the study of tourists’ spatiotemporal behaviorPublication . Clara, Irina; Correia, Ricardo; Carvalho, AidaThe knowledge of tourism consumer behavior is essential for destinations and tourism organizations to improve their offer, acting as one of the main ingredients for the development of memorable experiences. The spatial–temporal tracking of tourists is one of the techniques associated with the knowledge of consumer behavior and which allows valuable information to be obtained. On the other hand, the demands of tourist consumers are increasing, which make it even more important to have a better knowledge of them. In this context, this study aims to present the traditional and modern methods of tracking tourists that could be used for the improvement of the tourism offer. To this end, a methodology of comprehensive literature review and state-of-the-art verification was adopted, to identify the main tracking techniques in the spatiotemporal behavior of tourists. It is concluded that these techniques should be used together, as they complement each other. Given the constant technological advances, this theme has the potential to be further developed in terms of literature, recommending future empirical research on the phenomenon.