Percorrer por autor "Guerra, Ricardo Jorge da Costa"
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- Aiming towards green capability in the hospitality sector using nudge strategiesPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, LuisaThe use of green marketing and nudge theory in the hospitality sector is an approach that aims to influence a person’s behavior by effectively steering them in a desired direction, in this case towards green consumption. It is therefore imperative that we ask ourselves how can we promote a ‘greener’ consumer behavior in the hospitality sector through nudging. Through a conceptual approach, one seeks to contribute to the debate and to raise new directions for re-search. A novel theoretical framework for green capabilities is also presented. Behavioral applications such as Nudge can help those making decisions in the hospitality sector to use Nudge when promoting green behavior in specific contexts. To the best of our knowledge, there has been little attempt to create a framework that explains the different dimensions that exist when intervening to implement green behaviors in the hospitality sector using Nudge strategies.
- Digital marketing in health and wellness tourismPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa; Conde, Ana RitaThe dissemination of information and communication technologies (ICTs) has altered how society functions, creating the denominated information society. Consequently, digital technologies are significantly reducing information asymmetries between customers and providers. The evolving of internet-based applications improves marketing efforts by enabling organisations to implement innovative forms of communication besides moving for ‘co-creating’ content with customers. Digital marketing strategies offer marketers new ways to cultivate customer relationships, which can lead to increased customer loyalty. This is important because the effects of customer loyalty on health and wellness profitability are known to be significant. Therefore, this study discusses the digital marketing strategies that health and wellness tourism organisations must master to ‘conquer’ and retain customers. Considering that, a semi-systematic secondary research method was used based on the existing literature. This method explores digital marketing and how it can be adapted to the sector of health and wellness tourism. Essentially, this first stage consists of a reflexive work that uses different approaches and meanings to define conceptual analytical dimensions. The second stage consisted of an overview on Southern Europe real-world examples analyses; considering its possible contribution to consolidating our results and questioning, our option was taken. This chapter formulates a series of recommendations for the sector that may help improve decision-making in the digital marketing implementation and practice of digital marketing. The study also contributes to address the existing lack of literature. We conclude the chapter by identifying, providing and discussing possible avenues for future research.
- Marketing sustainable events for childrenPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, LuisaIn today’s world, events are used as a mean to achieve an array of objectives including changing behaviours. This chapter asserts the importance of marketing in encouraging sustainable behaviours by children through events. Thus, it examines the most effective way of marketing to contribute to shift behaviours in a young age having events as an ally. The question that poses is how marketing and more specifically social marketing can help to plan, create, design and promote sustainable events for children. Bearing that in mind, and based on a semi-systematic literature review, one developed a comprehensive conceptual framework intending to show how it is possible to encourage sustainable children’s behaviour through events. Results suggest that social marketing can play a significant role in changing children’s behaviour towards sustainability. It is argued that there is a creation of ‘value’ even that behaviour change is only temporary. Furthermore, it is suggested that social marketing represents a viable approach when seeking to educate children and change their behaviours towards the adoption of more sustainable practices. This chapter advances theoretical knowledge by offering a conceptual framework and by suggesting a way forward in marketing sustainable events for children.
- Slow food tourism: exploring consumer motivational dimensionsPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa; Conde, Ana RitaIn this chapter one examines the literature on the travel motivations and activities undertaken by slow food tourists to understand what kind of activities they become involved in while at the receptive destination. Thus, there is a need for slow food tourism research to move beyond studies of motivation to travel in way to better understand the factors that influence tourists’ choices regarding food- related activities in the destination. Consequently, one decided to develop an exploratory study with the intention of expanding the discussion on the subject and to bring new insights into the meaning of slow food tourism suggesting new interpretations based on motivational dimensions. Results point out the need for further research on how the tourism supply sector can better market slow food tourism. Thus, it is our belief that this study allows us to contribute to tourism research and practice in several meaningful ways.
- The dark side of technology when addressing overtourism: A critical overviewPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa; Dias, Ana RitaThis chapter aims to provide an overview on the relationship between overtourism and technology, shedding light on the perverse effects of technology when addressing overtourism. An exploratory study was adopted because one should move away from the formal testing of hypotheses and attempt to analyse the key issues around the core concepts we are concerned with, i.e., the dark side of technology when addressing overtourism and its links to theory. The aim of this chapter is, therefore, to take a broader look at this thematic, and thus broaden the discussion around this topic. Results point out the fact that, although technology can be used to better manage overtourism, it is also linked to fashion trends, and several tourism destinations find themselves promptly overbooked in result. The originality of this chapter lies in the fact that unlike other studies, this research focuses on uncovering the dark side of technology, which has generally been promoted as the ideal tool to mitigate the impacts of overtourism. This critical overview might help both scholars and practitioners to reflect on and/or rethink how technology is really helping the destinations to overcome the challenges that come with overtourism.
- The exploration of the metaverse by destination management organisations towards sustainabilityPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, LuisaPurpose: Scholars have increasingly researched on how the uprise of Technologies 4.0 will alter the way in which the tourism destinations, the hospitality and tourism sector will operate. Research points out to the fact that the massive digital transformation can lead to a human-centric experience design perspective which is against the principles of tourism sustainable development. In fact, one of today's challenges is predicting how destinations can use immersive digital experiences like metaverse to instill sustainable behaviours. Bearing that in mind, in this chapter, one first explores the concept of metaverse in general and after in the context of tourism destinations management organisations, showing that metaverse that seeks to turn imagination into reality using a panoply of technologies should be seen as the perfect mean for sustainable tourism. Design/Methodology/Approach: The study proposes a conceptual framework to create an understanding of metaverse experiences envisioning sustainable practices. Findings: Finally, one identifies research gaps and proposes an agenda with the potential of benefiting destination's management organisations. Furthermore, it was our intent to identify opportunities and challenges involving the use of metaverse with sustainable ends by tourism destination management organisations. Originality/Values: This study assumes that metaverse can be used by destination management organisations to educate potential ‘tourists’ by providing to them innovative educational environments where they can ‘live’ all sorts of non-human-centric sustainable experiences. With that intent, a model for the implementation of metaverse was created with its foundations on current experiments happening worldwide.