Escola Superior de Comunicação, Administração e Turismo
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Browsing Escola Superior de Comunicação, Administração e Turismo by Field of Science and Technology (FOS) "Engenharia e Tecnologia"
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- Digital Marketing as a Tool to Promote Rural Tourism Ventures: The Case of Casa da LagoaPublication . Ribeiro, Mafalda; Esteves, Elsa Tavares; Morais, Elisabete Paulo; Reis, J.L; Zelený, J.; Gavurová, B.; Santos, J.P.M.d.Rural Tourism emerges as a unique tourism product, capable of attracting the attention of tourists to rural areas whose tourist potential is considerable, but which is sometimes not well used. For this reason, companies operating in rural tourism must adopt specific measures to be able to promote their product/service, and the tourist destination itself, being able to use the various digital marketing tools for the same purpose. In this sense, the main objective of this paper is to analyse the presence of Casa da Lagoa, Portugal, in the different social media, through an exploratory analysis of its website and a quantitative analysis of the other social media used by the company
- SEO in Rural Tourism: A Case Study of Terras de Trás-os-Montes-PortugalPublication . Morais, Elisabete Paulo; Esteves, Elsa Tavares; Cunha, Carlos R.; Jia, HemingThis 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.