ESTiG - Artigos em Revistas Indexados à WoS/Scopus
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- (Des)ordem informacional: Uma discussão sobre o plano institucional de comunicação de crisePublication . Moraes, Thiago Assunção de; Cordeiro, Juliana de Oliveira; Reis, Uesllei SousaO acesso rápido e fácil às informações por meio da internet provoca desafios quanto ao seu controle e gerenciamento. A percepção de liberdade pode favorecer a criação e a disseminação de notícias falsas, um problema presenciado por pessoas e instituições. Desse modo, como podemos extinguir notícias falsas e comportamentos oportunistas no fornecimento de informação? Esse caso busca contribuir para o desenvolvimento das habilidades de análise, diagnóstico e busca por soluções; despertar o aluno para possíveis ameaças; exercitar a criatividade na tomada de decisões e na concepção de estratégias, orientando-o, assim, à responsabilidade pela informação e à consulta de fontes oficiais. Os fatos apresentados no enredo do caso para ensino foram inspirados em acontecimentos reais no Instituto Federal do Piauí (IFPI). Apesar da história ser fictícia, acontecimentos nesse sentido eventualmente ocorrem na instituição. As informações são oriundas do IFPI, extraídas através da Diretoria de Comunicação e do site da instituição. A página oficial do IFPI no Instagram também constitui fonte de dados. O caso pode ser utilizado em disciplinas de graduação e pós-graduação lato sensu, nos cursos de Tecnologia da Informação, Comunicação Social, Administração e Gestão Pública, que discutam temas como: imagem institucional, gestão, crise, divulgação (e suas ferramentas), comunicação estratégica.
- 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.
- SEO in Rural Tourism: A Case Study of Terras de Trás-os-Montes, PortugalPublication . Morais, Elisabete Paulo; Esteves, Elsa Tavares; Cunha, Carlos R.This research investigates the application of search engine optimization (SEO) in developing the digital image of rural tourism businesses in the Terras de Trás-os-Montes region of Portugal. With digital marketing becoming increasingly important for businesses to stay competitive, SEO has become a vital tool for developing online recognition, qualified traffic acquisition, and enhancement of conversion rates. The research performs an SEO analysis of 21 rural tourism websites by applying the Ubersuggest tool, analyzing such key indicators as on-page SEO scores, organic traffic, keyword ranking, backlinks, and technical performance. The results identify wide SEO performance discrepancies, with some sites registering excellent practices and others with critical errors that impair the sites' online recognizability. In particular, low word count, absent meta description, and loading speed issues are very much present. The research emphasizes the need for effective SEO methods, such as on-page maintenance, content creation, and link building, to advance search engine ranking and end-user experience. Moreover, the study emphasizes the necessity for rural tourism businesses to evolve and adapt to current SEO trends, i.e., voice search optimization and local SEO, in the changing digital business environment. The results provide recommendations for rural tourism businesses to develop their digital marketing activities and make progress online.
- Trust in others’ mirrors: how UGC shapes confidence in aesthetic medicinePublication . Correia, Ricardo; Marques, Teresa; Meneses, Raquel; Venciute, DominykaThis study examines how user-generated content (UGC) shapes trust and purchase intention in aesthetic medicine. Drawing on the Stereotype Content Model and trust theory, it investigates the roles of perceived warmth and competence conveyed through online reviews. A quasi-experimental study using fictitious physician reviews was conducted with 221 Brazilian and Portuguese respondents. Structural equation modeling shows that both warmth and competence significantly enhance trust, with competence exerting a stronger effect. Trust strongly predicts purchase intention, while sensitivity to UGC does not moderate these relationships. A halo effect emerges, revealing interdependence between warmth and competence perceptions in high-risk medical services.