EsACT - Capítulos de Livros
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- 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.; Sousa, Bruno; Amorim, Luzia; Bhartiya, ShivamLiterary 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).
- Virtual tourism and the virtual tourist experience: Implications for destination marketingPublication . Martins, Marco; Guerra, Ricardo; Santos, Lara; Lopes, Luisa; Conde, Ana; Sousa, Bruno; Santos, VascoDestination marketing organisations, due to the constant increase of competition, are implementing innovative methods of attracting demand, and technologies are now paramount for destinations. Among the technological advances provided by destinations are the virtual reality tours, which can be enjoyed by users by a variety of reasons, but all impacting destinations' tourism development. One debates how the tourist experience can be improved through the use of virtual reality as a destination marketing tool, drawing upon experiential marketing conceptualisations. With that intent, a semi-systematic literature review was conducted, allowing us to introduce rigour and objectivity into the analysis and discussion. However, conducting an exploratory study also have its disadvantages, as it is an interpretive exercise and therefore, heavily dependent on the researcher's own perspective. We provide a new framework, that addresses the interrelationship between virtual reality, virtual reality experiences and destination marketing. At the end, possible future research avenues are outlined.
- Marketing DigitalPublication . Morais, Elisabete Paulo; Artur Almeida de AtaídeO marketing digital é uma área essencial para as empresas que desejam alcançar um público amplo e fazer crescer os seus negócios. Com a crescente digitalização do mundo, o marketing digital tornou-se uma necessidade para muitas empresas, e há várias razões pelas quais isso é tão importante.
- 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.
- Os movimentos dos visitantes na rota enoturísticaPublication . Caldeira, Ana; Kastenholz, Elisabeth; Martins, Márcio RibeiroO comportamento turístico espaciotemporal é influenciado por diversos fatores relativos aos turistas e ao destino. Compreender e, em certa medida, gerir a forma como os turistas se movem no espaço e no tempo, é crucial para assegurar a qualidade da sua experiência, bem como a gestão eficaz e sustentável de destinos e atrações. No contexto do enoturismo, são raros os estudos sobre o comportamento espaciotemporal, sobretudo numa perspetiva regional. No âmbito do projeto TWINE, foram recolhidos dados junto de turistas alojados em hotéis nos territórios da Rota da Bairrada (n = 150) e na Rota dos Vinhos do Dão (n = 151) através de rastreamento por GPS, combinado com inquérito por questionário. O mapeamento e a análise estatística permitiram caracterizar os movimentos dos turistas rastreados. e extrair informações relevantes para o planeamento e marketing destas rotas enoturísticas.
- Fostering a better spatial distribution of tourism: using geotagged photos to shape the coopetition networkPublication . Martins, Márcio Ribeiro; Augusto da Costa, Rui; Pedrosa, AndréThis study examines network coopetition strategies to promote the spatial distribution of tourists and their importance for Destination Management Organisations (DMOs). Geotagged photos from the municipality of Porto, Portugal (n = 152,312) uploaded to the Flickr social network between 2010 and 2022 were utilised, and thematic maps were produced using geographic information systems (GISs). Residents and visitors were identified and separated, employing a heuristic approach with a five-day threshold between the first and last photo of each user. The findings indicate an uneven distribution of tourists within the destination, with a notable concentration of accommodation, attractions and visitors in the historic centre. The establishment of a coopetition network could contribute to the dispersion of activity.
- Slow food tourism: exploring consumer motivational dimensionsPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, Luisa; Conde, Ana RitaIn this chapter one examines the literature on the travel motivations and activities undertaken by slow food tourists to understand what kind of activities they become involved in while at the receptive destination. Thus, there is a need for slow food tourism research to move beyond studies of motivation to travel in way to better understand the factors that influence tourists’ choices regarding food- related activities in the destination. Consequently, one decided to develop an exploratory study with the intention of expanding the discussion on the subject and to bring new insights into the meaning of slow food tourism suggesting new interpretations based on motivational dimensions. Results point out the need for further research on how the tourism supply sector can better market slow food tourism. Thus, it is our belief that this study allows us to contribute to tourism research and practice in several meaningful ways.
- Aiming towards green capability in the hospitality sector using nudge strategiesPublication . Martins, Marco; Guerra, Ricardo Jorge da Costa; Santos, Lara; Lopes, LuisaThe use of green marketing and nudge theory in the hospitality sector is an approach that aims to influence a person’s behavior by effectively steering them in a desired direction, in this case towards green consumption. It is therefore imperative that we ask ourselves how can we promote a ‘greener’ consumer behavior in the hospitality sector through nudging. Through a conceptual approach, one seeks to contribute to the debate and to raise new directions for re-search. A novel theoretical framework for green capabilities is also presented. Behavioral applications such as Nudge can help those making decisions in the hospitality sector to use Nudge when promoting green behavior in specific contexts. To the best of our knowledge, there has been little attempt to create a framework that explains the different dimensions that exist when intervening to implement green behaviors in the hospitality sector using Nudge strategies.
- Artificial intelligence and the tourism film: Challenges and possibilitiesPublication . Fernandes, Tiago; Tavares, Rogério; Sousa, João Paulo; Correia, RicardoToday, the importance of audiovisual production in the tourism industry is undeniable. Whether it’s through products designed specifically to promote a particular territory, such as tourism films, or the recent phenomenon known as “film tourism,” in which tourists travel to places they know from the movies, this reality ends up being valued and celebrated at festivals dedicated specifically to this area, such as the Portuguese festival “Art&Tur - International Tourism Film Festival,” the German festival “The Golden City Gate,” part of “ITB Berlin,” or the “World Tourism Film Awards,” organized by the CIFFT - International Committee of Tourism Film Festivals. With the recent massification of artificial intelligence, which even though it’s not a recent technology has become the order of the day due to the recent events involving the company Open AI and, more specifically, its online chatbot Chat GPT, the population in general and the scientific community in particular have begun to take a closer look at AI. In the specific case of audiovisual production, while there were a number of tools that already made use of technology in the past and were mainly used in the post-production process (special effects, sound manipulation, etc.), the truth is that AI currently presents some challenges and, on the other hand, some potential, precisely in the first phase of designing an audiovisual work, more specifically, in pre-production. The aim of this chapter is to focus an analysis on the specific case of audiovisual productions conceived in the context of the tourism industry and, from there, try to understand how AI can be an important tool in the creative phase of script design for these works. In the absence of a specific bibliography on the case under analysis, some possibilities for using artificial intelligence to enhance the reach and effectiveness of an audiovisual product designed, above all, to highlight a particular territory or tourist experience will be raised.
- Increasing customer engagement in digital marketing campaigns in a time of AIPublication . Dudzinskaite, Urte; Correia, Ricardo; Venciute, Dominyka; Fontes, RutaThe study aims to analyze how customer engagement can be increased in digital marketing campaigns to improve connections with customers. To achieve this aim, empirical research was conducted to get valuable insights into factors that contribute the most to increasing engagement in digital marketing campaigns. The study employed a qualitative research method, and 10 semi-structured interviews were conducted with potential digital marketing campaigns customers dividing them into two age groups of A20-30 and A40-50. The research showed that engagement tactics enhance the performance of digital marketing campaigns and substantially influence users’ willingness to interact with digital ads actively. Relevance, clear message, aesthetic design, personalized content, and informativeness have the greatest impact on shaping user behavior and starting active engagement. Taking research results into consideration, managerial recommendations were provided using the RACE framework regarding each phase of the engagement: plan, reach, act, convert, and engage.