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Percorrer EsACT - Capítulos de Livros por Objetivos de Desenvolvimento Sustentável (ODS) "04:Educação de Qualidade"
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- 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.
- A educação popular em PortugalPublication . Amorim, José Pedro; Felgueiras, Margarida Louro; Balsa, Carlos; Gonçalves, Pedro; Mazza, Mariana; Souza, StherO conceito de «educação popular» tem várias interpretações, quer do ponto de vista temporal quer geográfico-social. Importa, pois, esclarecer do que falamos, no caso português, quando usamos este conceito. O período em análise refere-se aos últimos 75 anos – este texto foi suscitado como contributo para a celebração do 75.º aniversário da Organização de Estados Ibero-Americanos (OEI). Em Portugal, como é consabido, este período compreende os últimos 25 anos da longa ditadura autodesignada Estado Novo (1949 a 1974) e 50 de democracia (que se celebram precisamente neste ano de 2024).
- 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).
- Learning through challenge-based innovation in a rural context: the students’ perspectivePublication . Barroso, Bárbara; Antão, Celeste; Rodrigues, Pedro M.; Costa, Cláudia S.; Barbedo, InêsThis study explores an immersive Challenge-Based Innovation experience developed in Miranda do Douro, a rural municipality in Portugal. Through interdisciplinary and multicultural student teams, the initiative promoted co-creation with local stakeholders around real-world challenges. The qualitative methodology employed a combination of evocation, symbolic representation, audiovisual reflection, and peer evaluation to capture students’ perceptions, engagement, and sense of ownership. Results revealed significant gains in autonomy, collaboration, creativity, and responsibility, particularly in culturally rooted projects such as those related to Mirandese language and music. The study also highlights the value of facilitation strategies and student appropriation in team dynamics, as well as the importance of preparatory support to improve outcomes. The UNESCO pillars of learning – learning to know, to do, to be, and to live together – provided a useful interpretive lens to assess the transformative potential of the experience. The findings support the broader adoption of challenge-based methodologies to promote innovation and engagement in higher education, particularly in rural and peripheral regions.
- Literary tourism in northern Portugal and its contribution to regenerative tourism: preliminary insightsPublication . Sousa, B.B.; Liberato, P.; Rodrigues, C.; Pereira, C.; Malheiro, M.A.; Liberato, D.; Esteves, Elsa Tavares; Carvalho, P.M.; Costa, A.Literary tourism has been the subject of new studies and new approaches in the academic context, not only from a historical and cultural perspective, but also for the benefit of the local community and the progress of the territory This chapter aims to present an embryonic reflection on the importance that literary tourism could represent for the benefit of regenerative tourism and the long- term preservation of territories and communities. This research aims to focus on the context of Northern Portugal (a Portuguese geographical context strongly characterized by its cultural wealth and heritage). Regenerative tourism frameworks point to the restoration and building of social, cultural and environmental conditions in destinations. This initial reflection aims to focus on national visitors, considering the importance that domestic tourism can promote in the interior of each country, as a preponderant element for the good practice of a more regenerative tourism (not only in terms of sustainability, but also in terms of culture, history, literary heritage and local resources).
- Torções psicanalíticas e debates sobre a criatividade na cultura contemporâneaPublication . Kravicz, Daniel; Bittencourt, Bernadete de LourdesEste capítulo analisa criticamente a noção de criatividade na cultura contemporânea, marcada pela valorização crescente da inovação como imperativo social e econômico. Ancorado na teoria psicanalítica, especialmente nas contribuições de Freud e Winnicott, o texto propõe uma reconceitualização da criatividade não como um domínio restrito à produção artística, mas como uma condição fundamental da existência humana. Nesse enquadramento, o “sujeito criativo” emerge a partir da relação dinâmica entre a realidade psíquica interna e o engajamento com o mundo externo. Os autores argumentam que o enfraquecimento do contato com a experiência subjetiva pode conduzir ao sofrimento psíquico e à fragilização do sentido de realidade. Além disso, problematiza as concepções utilitaristas e produtivistas da criatividade predominantes no discurso contemporâneo. Ao situar a criatividade na articulação entre fantasia, desejo e processos simbólicos, os autores a compreendem como dimensão essencial da saúde psíquica e da continuidade subjetiva. Os autores posicionam a criatividade como espaço de resistência às forças culturais homogeneizadoras, enfatizando seu papel na sustentação da singularidade, na produção de sentido e na experiência ética do existir.