Browsing by Author "Santos, Vasco Ribeiro"
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- The Importance of International Volunteering for the Tourist Destination Image: Case Study in Barcelos (Portugal)Publication . Coutinho, Ricardo Pacheco; Sousa, Bruno; Santos, Vasco RibeiroThis research investigates the significant role of international volunteering, particularly through the European Solidarity Corps (ESC), in shaping the image of Barcelos as a tourist destination. The study specifically examines various volunteer programs in Barcelos, such as construction projects, teaching, and agricultural assistance. It focuses on the volunteers’ perceptions and motivations and on the impact of their experiences on the city’s touristic recognition. Using a mixed-methods approach, this research analyzes responses from electronic surveys with 92 former ESC volunteers and interviews with four local organizations that host these participants. The findings reveal that international volunteering through specific programs enhances Barcelos’ image as a welcoming, culturally rich, and civically engaged tourist destination. This research highlights the importance of integrating such initiatives into the city’s tourism management strategy, suggesting that such efforts can significantly enrich the tourist experience and the overall image of the destination. Furthermore, the study identifies areas for future research, including the need for a more in-depth analysis of the long-term impact of these volunteering activities on the local economy and cultural sustainability. The limitations of the study, such as the use of a convenience sample and the reliance on self-reported data, which may influence the results and their generalizability, are also discussed. In conclusion, this work provides valuable insights for tourism managers and policymakers, demonstrating how international volunteering can be a strategic component in enhancing the image of tourist destinations. Through careful and strategic management, Barcelos can continue to develop and promote its identity as a destination for solidarity tourism and cultural vibrancy.
- Understanding the role of brand attachment in the automotive luxury brand segmentPublication . Milheiro, Abílio Bragança; Sousa, Bruno; Santos, Vasco Ribeiro; Milheiro, Catarina Bragança; Vilhena, EstelaThe automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents the greatest challenges in the business-to-consumer (B2C) relationship. Brand Attachment refers to the cognitive and effective connection between consumers and “their” brands. The central objective of this research is to analyze, measure, and understand the impact of Brand Attachment on consumer behavior, in the specific context of the luxury segment of the automotive market. The conceptual model that is proposed seeks to highlight and study the possible connections and associations between Brand Attachment, satisfaction, commitment, trust, expectations, and loyalty with the brand selected for this study, the luxury automotive brand Porsche. The selected methodology was based on a case study based in the Portuguese market and the application of a questionnaire to customers of Porsche from Portugal. The results obtained through the empirical data allowed us to reach the conclusion that respondents who have a stronger affective and emotional connection with Porsche (intense level of Brand Attachment) tend to be those who are more satisfied and confident with the brand and are, consequently, more loyal. This study represents an important contribution to research on Brand Attachment in marketing and strategic management in the automotive sector, particularly in the Portuguese market, and supports the definition of the best marketing strategies to promote fruitful B2C relationships.