Browsing by Author "Martins, Marco"
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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.
- Community-based sustainable tourism development and green marketingPublication . Martins, Marco; Guerra, Ricardo; Santos, Lara; Lopes, Luisa; Conde, Ana RitaThis chapter explores the significance of community-based green marketing for sustainable tourism development. The effectiveness of green marketing has already been proven in many spheres. With that in mind, we intend to understand better how it can contribute to communities to achieve sustainable tourism development. Consequently, one looked deeper at the relationship between environmental awareness and environmentally friendly behaviors and the dependency on these two variables in promoting sustainable tourism. Due to the multidimensional nature of the constructs under study, we conducted a narrative review. It allows us researchers to synthesize multiple points of view and harness unique perspectives while still allowing us to introduce rigor and objectivity into the analysis and discussion. The research results contribute to a deeper understanding of tourists' needs when choosing a sustainable (green) destination. They also help communities and their business by providing insights on green products and services that tourists can offer when aiming toward sustainable development. The results represent a theoretical advance for travel and tourism studies and provide valuable insights into how community-based green marketing can work to help communities striving for sustainable tourism development.
- Food tourism and storytelling - a conceptual frameworkPublication . Martins, Marco; Guerra, Ricardo; Santos, Lara; Lopes, LuisaFood tourism is embracing all over the world the existing rich storytelling traditions. It is now agreed that food tourism enhances the reputation of places, regions and/or countries and helps them to gain a competitive advantage. This article examines the growing importance of food tourism and its relationship with local stories and traditions. The originality of this study resides in the fact that it provides a conceptual framework that can be helpful both to academics and practitioners when theorising about or developing food tourism through storytelling. Being conceptual, our study resorted to a semi-systematic literature review, both to analyse and to structure food tourism and storytelling, but also because this is a very broad field full of designs, concepts, and methods. In the end, a multi-dimensional conceptual framework is presented. One of the main challenges of today in the services sector when associated with food tourism is quality and customers´satisfaction. Results point out that consuming food is also about consuming stories and that storytelling enhances the experience lived by food tourists. This study also through our conceptual framework is contributing both to advance scientific knowledge and has also clear practical implications. However, quantitative or mixed studies must be made to test our model, Being exploratory in nature, our conceptual framework still needs to be tested in food tourism when linked to storytelling.
- 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 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.
- Virtual tourism and the virtual tourist experience: Implications for destination marketingPublication . Martins, Marco; Guerra, Ricardo; Santos, Lara; Lopes, Luisa; Conde, AnaDestination marketing organisations, due to the constant increase of competition, are implementing innovative methods of attracting demand, and technologies are now paramount for destinations. Among the technological advances provided by destinations are the virtual reality tours, which can be enjoyed by users by a variety of reasons, but all impacting destinations' tourism development. One debates how the tourist experience can be improved through the use of virtual reality as a destination marketing tool, drawing upon experiential marketing conceptualisations. With that intent, a semi-systematic literature review was conducted, allowing us to introduce rigour and objectivity into the analysis and discussion. However, conducting an exploratory study also have its disadvantages, as it is an interpretive exercise and therefore, heavily dependent on the researcher's own perspective. We provide a new framework, that addresses the interrelationship between virtual reality, virtual reality experiences and destination marketing. At the end, possible future research avenues are outlined.