Percorrer por autor "Skvarciany, Viktorija"
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- Do cultural activities and happiness matter to the tourism sector?Publication . Astike, Kristina; Borges, Ana Pinto; Skvarciany, Viktorija; Vieira, Elvira PachecoResearch purpose. The primary goal of this research is to determine the impact of the efficiency of the tourism sector in the European Union (EU). Design / Methodology / Approach. The analysis involved 25 selected EU countries using Data Envelopment Analysis (DEA) and the Tobit regression modelling. For DEA expenses according to the stays per visit (1 night or over) when going to a foreign country, individuals actively working in the tourism industry and tangible heritage inscribed on the United Nations Educational, Scientific and Cultural Organisation (UNESCO) are used as inputs and inbound tourism as an output. Variables for the Tobit model were as follows: cultural activities, Happiness index and tourist expenditure of Gross Domestic Product (GDP). Findings. In nations characterised by lower efficiency levels, policymakers ought to enhance their strategies and encourage the advancement of their country's appeal to tourists. Additionally, there should be an increased emphasis on enhancing the well-being and happiness of the local population. Originality / Value / Practical implications. Theoretical research on the efficiency of the tourism sector in the EU lacks comprehensive studies that systematically examine the factors influencing efficiency across diverse EU member states. Although some research exists on specific aspects of tourism efficiency, such as environmental sustainability or economic impacts, there is a scarcity of holistic investigations that encompass various dimensions of efficiency, including resource utilization, infrastructure development, policy effectiveness, and socio-cultural impacts, within the EU's overarching context. Moreover, there is a limited exploration of potential variations in tourism efficiency among different EU regions and the underlying factors driving these differences. Bridging this research gap could offer valuable insights for policymakers, industry stakeholders, and academics seeking to enhance the overall efficiency and sustainability of the tourism sector in the EU. The study’s constraint lies in the exclusion of Denmark and Luxembourg, which is attributed to insufficient statistical data.
- Reframing communication and marketing in tourism and hospitality: sustainability, technology, and strategic transformationPublication . Borges, Ana Pinto; Vieira, Elvira Pacheco; Almeida, Antonio Lopes de; Remondes, Jorge; Rodrigues, Paula; Skvarciany, ViktorijaSustainability has gone from being merely a normative aspiration to becoming a strategic and communicational imperative, influencing the image of destinations, brand legitimacy, and tourist behavior. At the same time, the need for resilient and regenerative tourism systems, aligned with international guidelines such as those promoted by the World Tourism Organization (UNWTO), is highlighted. In parallel, the advancement of digital technologies, including artificial intelligence, augmented reality, and user experience-centric interfaces, redefines management, marketing, experience, and governance processes, while also raising ethical and social challenges. In an integrated way, the articles studied and compared demonstrate that value creation in contemporary tourism cannot be understood solely in economic terms, but must incorporate environmental responsibility, ethical governance, technological innovation, and meaningful stakeholder engagement. The set of contributions reinforces the central role of communication and marketing as strategic mechanisms to address complexity, promote sustainability, and shape the future of tourism systems.
- Rethinking marketing and communication in the digital era: innovation, sustainability, and inclusion in focusPublication . Borges, Ana Pinto; Vieira, Elvira Pacheco; Remondes, Jorge; Rodrigues, Paula Cristina Lopes; Skvarciany, ViktorijaIn today’s rapidly evolving global landscape, digital technologies and cultural transformations are profoundly reshaping the fields of marketing and communication. The emergence of artificial intelligence, the emphasis on value co-creation, innovations in vocational education, and the growing focus on inclusive and sustainable tourism are not merely trends—they signal a fundamental shift in how organizations operate, engage with stakeholders, and define strategic priorities. These shifts demand more than technical adaptation; they require a rethinking of business models, communication practices, and the role of data and analytics in decision-making (Cosa, 2024; Dutt et al., 2024; Omol, 2024). This Special Issue of the International Journal of Marketing, Communication and New Media, titled “Transformative Insights for Marketing and Communication in the Digital Era,” brings together thirteen peer-reviewed papers originally presented at the fifth edition of the International Conference on Applied Business and Management (ICABM2024). The conference was held on 20 and 21 June 2024 at ISAG – European Business School, in collaboration with the Research Center in Business Sciences and Tourism (CICET-FCVC) of Consuelo Vieira da Costa Foundation. With 85 presentations delivered by national and international researchers from over 18 countries— including Algeria, Argentina, Chile, Colombia, Spain, France, Italy, Mexico, Nigeria, Pakistan, Poland, Portugal, Saudi Arabia, Tunisia, Turkey, the United Kingdom, and Vietnam— ICABM2024 provided a dynamic forum for critical dialogue and applied research across the fields of business, management, tourism, marketing, and innovation. The thirteen articles featured in this Special Issue reflect the diversity of themes, methodological approaches, and practical implications that defined the conference. Collectively, these contributions explore the transformative impact of digitalisation on consumer engagement, branding strategies, stakeholder communication, and sustainable development. In particular, the role of artificial intelligence in generating deep consumer insights and supporting data-driven marketing strategies is examined as a critical frontier for innovation and competitiveness (Rupigaa and Syahputra, 2025). In the editorial that follows, we outline the thematic structure of the selected papers and highlight their relevance for advancing contemporary debates in marketing and communication within the digital era.