EsACT - Capítulos de Livros
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- 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.
- 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.
- 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.
- 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.