EsACT - Capítulos de Livros
URI permanente para esta coleção:
Navegar
Percorrer EsACT - Capítulos de Livros por Domínios Científicos e Tecnológicos (FOS) "Ciências Sociais::Economia e Gestão"
A mostrar 1 - 10 de 10
Resultados por página
Opções de ordenação
- Community-based sustainable tourism development and green marketingPublication . Martins, Marco; Guerra, Ricardo; Santos, Lara; Lopes, Luisa; Conde, Ana RitaThis chapter explores the significance of community-based green marketing for sustainable tourism development. The effectiveness of green marketing has already been proven in many spheres. With that in mind, we intend to understand better how it can contribute to communities to achieve sustainable tourism development. Consequently, one looked deeper at the relationship between environmental awareness and environmentally friendly behaviors and the dependency on these two variables in promoting sustainable tourism. Due to the multidimensional nature of the constructs under study, we conducted a narrative review. It allows us researchers to synthesize multiple points of view and harness unique perspectives while still allowing us to introduce rigor and objectivity into the analysis and discussion. The research results contribute to a deeper understanding of tourists' needs when choosing a sustainable (green) destination. They also help communities and their business by providing insights on green products and services that tourists can offer when aiming toward sustainable development. The results represent a theoretical advance for travel and tourism studies and provide valuable insights into how community-based green marketing can work to help communities striving for sustainable tourism development.
- Dark tourism management and development: An exploratory analysisPublication . Martins, Marco; Guerra, Ricardo; Santos, Lara; Lopes, Luisa; Conde, Ana Rita;A review of recent relevant literature related to dark tourism from a management perspective indicates that there is an increasing academic interest in “dark tourism consumption,” “dark tourism motivation” and “dark tourism experience.” Thus, our goal is threefold: to delve into the research development on these three constructs, to critically analyze the current research, and bring to light research gaps and interrogations that deserve further consideration. This allows for detailed present implications besides indicating possible future developments that can or will impact dark tourism management and development. Due to the multidimensional nature of the approached constructs, we conducted an exploratory study because it gives researchers the ability to synthesize multiple points of view and harness unique erspectives while still allowing us to introduce rigor and objectivity into the analysis and discussion. This chapter contributes to a deeper understanding of dark tourism management and development by providing a novel conceptual framework. Nevertheless, some constraints exist when one seeks to carry out an exploratory study because when plunging into new realities, it is only possible to formulate hypotheses. The results, however, represent a theoretical advance for dark tourism studies and provide valuable insights into how it can be better managed and developed.
- Digital marketing in health and wellness tourismPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa; Conde, Ana RitaThe dissemination of information and communication technologies (ICTs) has altered how society functions, creating the denominated information society. Consequently, digital technologies are significantly reducing information asymmetries between customers and providers. The evolving of internet-based applications improves marketing efforts by enabling organisations to implement innovative forms of communication besides moving for ‘co-creating’ content with customers. Digital marketing strategies offer marketers new ways to cultivate customer relationships, which can lead to increased customer loyalty. This is important because the effects of customer loyalty on health and wellness profitability are known to be significant. Therefore, this study discusses the digital marketing strategies that health and wellness tourism organisations must master to ‘conquer’ and retain customers. Considering that, a semi-systematic secondary research method was used based on the existing literature. This method explores digital marketing and how it can be adapted to the sector of health and wellness tourism. Essentially, this first stage consists of a reflexive work that uses different approaches and meanings to define conceptual analytical dimensions. The second stage consisted of an overview on Southern Europe real-world examples analyses; considering its possible contribution to consolidating our results and questioning, our option was taken. This chapter formulates a series of recommendations for the sector that may help improve decision-making in the digital marketing implementation and practice of digital marketing. The study also contributes to address the existing lack of literature. We conclude the chapter by identifying, providing and discussing possible avenues for future research.
- Enhancing green capability in the hospitality sector through nudging: A conceptual frameworkPublication . Martins, Marco; Guerra, Ricardo J. da Costa; Santos, Lara; Lopes, Luisa; Conde, Ana RitaTourism activities bring on considerable environmental costs, consequently, tourism is not only a climate change victim but also responsible for a significant percentage of the world’s carbon emissions. Due to people’s growing concern with environmental issues, the hospitality sector has been trying to reduce its environmental impact and at the same time managing to improve their green capability. One of the initiatives involved implementing a choice-architecture tool known as nudge. Nudging allows for effortlessly steering people in a desired direction; therefore, how can we promote ‘greener’ consumer behaviour in the hospitality industry through nudging and thereby reduce the industry’s impact on climate change. In order to answer to this question a conceptual methodology was chosen. Such method enables to raise questions and hypotheses that will enlarge the discussion’s scope on green capabilities and on nudge in the hospitality sector. Moreover, a novel theoretical framework for green capabilities is presented. This framework will help to implement nudge in a way that this can work as an accelerator for green capacity building in the hospitality sector. However, we must also refer to the fact that our study being conceptual is like all conceptual studies heavily dependent on the researcher’s own perspectives and experiences.
- Generative AI and its application by Destination Marketing Organizations: Enhancing tourist experiencesPublication . Marco Martins; Ricardo Jorge Costa Guerra; Lara Santos; Lopes, Luisa; Ana Rita CondeAlthough Generative AI is intrinsically interrelated with artificial intelligence (AI), it presents distinctive aspects that expand its potential. While AI compiles, classifies, and analyzes existing data (which is why it is also known as analytical AI), Generative AI differs in its ability to create or generate new data (Zhang et al., 2023). For example, while traditional AI can analyze data on travel preferences or tourism products, booking history, or online search patterns to identify and segment target audiences and recommend specific tourism destinations, Generative AI goes further, as it can create personalised destination descriptions, never-before-seen promotional images, and completely new and unique travel itineraries that match consumers’ interests. In short, traditional AI performs the necessary analyzis to identify and segment target audiences, while Generative AI brings about creative and dynamic content that interacts directly with consumers (Wen et al., 2024).
- The impact of artificial intelligence on digital marketingPublication . Morais, Elisabete Paulo; Lopes, Luisa;This chapter explores the revolutionary impact of Artificial Intelligence (AI) on digital marketing, considering its potential and the ethical implications involved. AI has transformed marketing strategies through hyper-personalization, automation, and datadriven decision-making, allowing businesses to deliver customized consumer experiences on a large scale. Some of AI’s most significant applications include AIpowered chatbots, predictive analytics, programmatic advertising, and generative content creation tools, all of which enhance efficiency, engagement, and overall operational performance. However, these advancements also raise serious concerns about data privacy, algorithmic bias, transparency, and the potential decline of humancentric marketing approaches. The discussion emphasizes the need for ethical frameworks, regulatory compliance, and balanced human-AI collaboration to ensure responsible implementation. Additionally, the chapter highlights emerging trends, such as AI’s role in sustainable marketing and voice search optimization, while proposing future research directions to address gaps in consumer trust, global implementation disparities, and the authenticity of AI-generated content. By synthesizing current knowledge and practical insights, this chapter provides a comprehensive perspective on AI’s evolving role in digital marketing, underscoring the importance of aligning technological innovation with consumer rights and ethical standards.
- Pedestrianismo e turismo no Vale do Tua: Estudo exploratório sobre atributos, motivações e satisfaçãoPublication . Esteves, Salete; Lopes, Luisa; Quintão, Ronan; Santos, LaraAs características, motivações e satisfação em percursos pedestres e turismo de caminhada raramente são recolhidas e analisadas por forma a melhorar o planeamento e gestão destas iniciativas. Este estudo dirige-se a essa lacuna e tem por objetivos: estabelecer o perfil sociodemográfico do pedestrianista, avaliar as suas motivações e grau de satisfação, analisar o efeito das variáveis sociodemográficas sobre as motivações e grau de satisfação. Foi realizado um inquérito por questionário online junto dos 805 inscritos, sendo que o questionário foi preenchido por 243 participantes, onde 238 respostas foram consideradas válidas, resultando numa taxa de resposta de aproximadamente 30%. Os participantes, maioritariamente entre os 40 e 59 anos, com ensino superior, trabalham por conta de outrem, têm experiência em eventos similares e são acompanhados por amigos e/ou companheiro/a. Os principais motivos para a participação são "mudar para um ambiente diferente e ter novas experiências" e "estar com amigos e desenvolver amizades". A satisfação global com o evento, transversal a diferentes indivíduos com diferentes atributos, foi elevada e a maioria dos participantes pretende regressar na próxima edição, refletindo o sucesso do festival. A aplicabilidade dos resultados da pesquisa e as sugestões de melhoria, provenientes dos inquiridos, permitem a evolução do evento formulando estratégias socialmente relevantes e sensíveis às preferências dos participantes e comunidades locais.
- Rankings e reviews online: impacto no comportamento do consumidorPublication . Couto, RutePretendemos no presente capítulo delinear um breve enquadramento dos sistemas de classificação (rankings) e avaliação (reviews) em ambiente digital, no âmbito do regime jurídico de proteção do consumidor. Após uma contextualização do impacto destas práticas comerciais no comportamento dos consumidores, apontamos os principais aspetos jurídicos e apresentamos alguns contributos para uma aplicação mais eficaz da regulamentação existente nesta matéria.
- The dark side of technology when addressing overtourism: A critical overviewPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa; Dias, Ana RitaThis chapter aims to provide an overview on the relationship between overtourism and technology, shedding light on the perverse effects of technology when addressing overtourism. An exploratory study was adopted because one should move away from the formal testing of hypotheses and attempt to analyse the key issues around the core concepts we are concerned with, i.e., the dark side of technology when addressing overtourism and its links to theory. The aim of this chapter is, therefore, to take a broader look at this thematic, and thus broaden the discussion around this topic. Results point out the fact that, although technology can be used to better manage overtourism, it is also linked to fashion trends, and several tourism destinations find themselves promptly overbooked in result. The originality of this chapter lies in the fact that unlike other studies, this research focuses on uncovering the dark side of technology, which has generally been promoted as the ideal tool to mitigate the impacts of overtourism. This critical overview might help both scholars and practitioners to reflect on and/or rethink how technology is really helping the destinations to overcome the challenges that come with overtourism.
- A transmissão online das Assembleias Municipais: da sua atual implementação à necessidade de um quadro legal harmonizadoPublication . Vilaboa, Isabel; Costa, Cláudia S.; Couto, Rute; Almeida, Luís Filipe Mota deExame aprofundado da implementação e regulamentação das transmissões online das reuniões das assembleias municipais.