Browsing by Author "Meneses, Raquel"
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- Os 5 sentidos associados a Portugal na perspectiva dos turistasPublication . Franco, Ana; Correia, Ricardo; Meneses, RaquelConsiderando a importância dos cinco sentidos para o marketing turístico, procurou-se conhecer as sensações experienciadas e recordadas pelos turistas estrangeiros que visitam Portugal de forma a responder às seguintes questões: Como é que os turistas de diversos países experienciam Portugal? Como é caraterizado Portugal a nível sensorial pelos turistas? Quais os sentidos a enfatizar nas estratégias de comunicação do turismo português para cada região/mercado? Foi utilizada uma metodologia mista através da combinação de uma análise qualitativa netnográfica com uma análise quantitativa de conteúdo. Concluiu-se, que Portugal é caraterizado a nível visual pela sua arquitetura e como um país colorido; a nível auditivo é associado ao Fado; a nível gustativo os turistas valorizaram essencialmente o peixe e, incluído neste, mencionam especificamente o bacalhau; quanto ao olfato, os turistas mencionaram o cheiro a comida, dando especial relevância ao peixe; relativamente ao tato o país é associado pelos turistas à areia e ao calor.
- Satisfaction and dissatisfaction in wine tourism: a user-generated content analysisPublication . Meneses, Raquel; Brito, Carlos; Lopes, Bárbara; Correia, RicardoConsumer satisfaction plays a critical role in the success and survival of tourism organizations, including wine tourism. This study aims to identify the determinants of satisfaction and dissatisfaction in wine tourism experiences using a customer-centric approach and analyzing user-generated content. The analysis reveals that satisfaction and dissatisfaction in wine tourism are influenced by different factors, supporting the two- and three-factor theories. Common themes among satisfied and dissatisfied tourists include wine, visits, and related circuits. The study validates online reviews as a valuable source of information and introduces a qualitative content analysis methodology for wine tourism research. Theoretical implications demonstrate that satisfaction in wine tourism is multidimensional, reinforcing existing theories and expanding knowledge of sensory experiences and motivating factors. Managerially, the findings highlight the critical success factors of wine and related activities, emphasizing the need for continuous improvement. Dissatisfiers, such as waiting time and employee performance, can lead to a competitive disadvantage, while satisfiers like wine tastings and aesthetics present opportunities for enhancing customer satisfaction and gaining a competitive advantage. This research contributes to the body of knowledge by shedding light on the specific determinants of satisfaction and dissatisfaction in wine tourism experiences. It underscores the importance of a customer-centric perspective, validates online reviews as a data source, and enhances understanding of the multidimensional nature of satisfaction in wine tourism. The study offers insights for researchers and managers, suggesting alternative measurement tools and encouraging further exploration of sensory aspects and motivations.
- Sensory marketing at the destination level: a conceptual approachPublication . Correia, Ricardo; Franco, Ana; Meneses, RaquelMarketing strategies adopted in many destinations do not take into consideration the potential of the senses to generate memorable experiences. By ignoring a driving force of intangibility, such strategies do not value a major source of differentiation. In fact, in a time where the intangible assumes an essential role, the senses emerge as a key for the differentiation of a particular destination when compared to other alternatives. This article puts in evidence the importance of the sensory marketing at the destination level. We develop a conceptual model where sensory contact points emerge as the central element in the 3 different phases of the tourist experience: a priori to capture the attention and provide (or recall) sensations of the destination, in loco for the generation of a multisensory image of the destination, and a posteriori inspiring a new visit to the destination or it’s recommendation to others. The model proves to be particularly useful for practitioners, offering relevant insights for managers and policy makers.
- The effect of wine tourism experiences on wine brandsPublication . Correia, Ricardo; Meneses, Raquel; David, SílviaWine tourism takes on a clear hedonic dimension, being especially prone to the design of experiences. The characteristics of wine tourism makes this product quite compatible with the predominantly rural areas of the several tourist proposals thus seen as a higher capacity of sustainable development. Most of the studies that characterize the wine tourism experiences have a clear focus on the demand side. This paper aims at obtaining a greater insight into the leverage of the wine brands through positive experiences associated with wine tourism. It is therefore essential to the understanding of this point to measure the perception of wine tourism entrepreneurs about the variables that change, influence and lead the consumer to act. Sustained on the Grounded Theory, a deep analysis of the perception that the cellars/farms have about the effect of their touristic offer on their wine brands was carried out. Although there is no use of concrete measures on the supply-side, there is the conviction of a reciprocal leverage effect between wine tourism experiences and wine brands.
- The effect of wine tourism experiences on wine brandsPublication . Correia, Ricardo; Meneses, Raquel; David, SílviaWine tourism takes on a clear hedonic dimension, being especially prone to the design of experiences. The characteristics of wine tourism make this product quite compatible with the rural areas and with an evident capacity of sustainable development. Most of the studies that characterize the wine tourism experiences have a clear focus on the demand side. This paper aims at obtaining a greater insight into the leverage of the wine brands through positive experiences associated with wine tourism. Sustained on the Grounded Theory, a deep analysis of the perception that the cellars/farms have about the effect of their touristic offer on their wine brands was carried out. While there is no use of concrete measures on the supply-side, we found that there is the conviction of a reciprocal leverage effect between wine tourism experiences and wine brands. Despite the exploratory nature of this paper we conclude that wine experiences and brand value and awareness reinforce which other in an interactive and dynamic way.