EsACT - Capítulos de Livros
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- From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary MarketingPublication . Correia, Ricardo; Fontes, Ruta; Venciute, DominykaThis chapter explores the growing phenomenon of Virtual Influencers (VIs) in digital advertising and their transformative impact on brand communication. As artificial intelligence and computer-generated imagery enable the creation of lifelike digital personas, VIs offer marketers a new set of tools to engage consumers across global markets. The chapter examines the theoretical foundations of parasocial interaction and source credibility to understand how audiences respond to these non-human figures.
- 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.
- Temporalidades da paisagem vinhateira no concelho de MurçaPublication . Martins, Márcio Ribeiro; Pinto, Jorge R.;Na mais antiga região demarcada e regulamentada do mundo podemos encontrar diferentes soluções de armação ou sistematização dos terrenos agrícolas que resultaram em paisagens de rara beleza. O Douro é um território marcado pelo despovoamento, pelo abandono dos campos, mas também pela introdução de novas construções que, de forma mais ou menos vincada, têm descaracterizado a paisagem rural tradicional, e que contribuem, no entanto, para a sua diversificação e enriquecimento enquanto património de uma paisagem cultural evolutiva e viva. Pretende-se com este trabalho, inserido no projeto de investigação interdisciplinar e de intervenção cultural, financiado pela FCT, Raízes da Educação para o Futuro (ReduF), descrever a evolução da paisagem rural das freguesias pertencentes ao concelho de Murça, localizadas na região demarcada, e explicá-la a partir do conhecimento relativo às dinâmicas sociodemográficas desse território, desde os finais do século XIX até à atualidade. Como metodologia de trabalho, serão cruzadas informações estatísticas, nomeadamente de carácter demográfico e de atividade agrícola e vinhateira.
- 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.
- 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).
- 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.
- 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.
- 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.
- 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.
- 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).