EsACT - Artigos em Revistas Indexados à WoS/Scopus
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- Digital communication of museums in Porto and Northern PortugalPublication . Cascais, Elisabete; Esteves, Elsa Tavares; Morais, Elisabete PauloIn recent years, museums have seen an increase in the number of assistive technologies they use to engage visitors. Information and Communication Technologies (ICT) offer new opportunities in the museum environment, whether indoors or outdoors, by adopting interactive cultural experiences that are accessible to all visitors. In this sense, the main aim of this research was to identify and analyse the digital tools and communication techniques used by museums, both on the web and on-site, which promote Digital Communication. In the first phase, to analyse the museums' websites, a matrix of variables was created to define Digital communication based on the digital tools and communication techniques identified in the literature review. The analysis resulted in a matrix that defines Digital communication in three dimensions: visibility, usability, and interactivity. For each of these dimensions, variables were identified that could be observed and tested to be considered active on museum websites. In the second phase, an online questionnaire was applied to all the museums in the sample to gather additional information. The results obtained from the analysis of the websites are lower than expected, as none of the websites identified all the variables mentioned. Analysis of the questionnaires shows a more significant concern for the diversity of visitors due to the combination of multi-format communication techniques with digital tools.
- Understanding Dropout in Postgraduate Education: Challenges and Institutional ResponsesPublication . Fernandes, Joana M.S.R.Despite growing enrolment in postgraduate education, completion rates remain low, often falling below those of undergraduate programmes. This disparity has raised concerns about the adequacy of current retention strategies, which are frequently designed with undergraduate students in mind and may overlook the specific needs of postgraduate learners. Master’s students often face distinct challenges, including balancing professional responsibilities, aca-demic demands, and family obligations, all of which contribute to a heightened risk of dropout. This study investigates the institutional factors contributing to non-completion in master’s education through a qualitative case study at a pub-lic higher education institution in Portugal. Using an adapted Delphi methodol-ogy, data were collected through semi-structured interviews with first-year stu-dents and follow-up interviews with postgraduates to validate and deepen the findings. The results reveal three key areas influencing student retention: the early alignment between coursework and dissertation topics, the consistency and support provided by thesis supervisors, and the degree of flexibility in insti-tutional scheduling and workload management. Based on these insights, the study proposes practical recommendations such as structured dissertation time-lines and increased opportunities for academic engagement, including participa-tion in conferences. These measures can help higher education institutions re-duce attrition and improve the postgraduate experience by aligning academic structures with students' lived realities.
- Reassessing Master's Program Dropouts in Tourism: Is the labor market failing to compensate for the effort?Publication . Fernandes, Joana M.S.R.; Esteves, Salete;Each year, more students are enrolling in postgraduate degree pro-grams. However, many students will fail to complete the degree and drop out. Dropout results in economic and psychological repercussions and potentially hin-ders career advancement. Despite increasing enrolment in postgraduate pro-grams, existing studies predominantly focus on the undergraduate level. Still, master's students, assumed to possess maturity and experience, exhibit lower completion rates. This study focuses on master's students in tourism, a critical sector for countries reliant on skilled professionals. The research aims to eluci-date the factors influencing dropout decisions and students' perceptions regarding the economic implications. Findings suggest that motivation for pursuing a mas-ter's degree in tourism is often driven more by personal satisfaction than purely financial considerations. Furthermore, these graduates may not receive the ex-pected recognition for their advanced qualifications upon entering the labour market. As such, comprehensive analysis in tourism education is imperative to address dropout issues effectively and better align educational outcomes with job market demands.
- User-generated content’s influence on tourist destination image: a generational perspectivePublication . Correia, Ricardo; Aksionova, Evelina; Venciute, Dominyka; Sousa, João; Fontes, RutaPurpose– This study aims to examine the moderating role of generational identity in the relationship between user-generated content (UGC) and tourist destination image. It seeks to unveil the differential impact of UGC on the cognitive and affective dimensions of tourist destination image across generational cohorts: Generation Z, Millennials and Generation X. Design/methodology/approach– This study has an experimental design. It used online surveys to gather data from 317 participants recruited through social media channels. Participants were presented with both positive and negative UGC, and their responses were measured using cognitive and affective scales. Findings– This study reveals that UGC significantly affects both the cognitive and affective dimensions of the destination image. However, the impact on the cognitive aspect is moderated by generational differences, with distinct variations observed across Generation Z, Millennials and Generation X. No significant generational moderation was found for the affective dimension, indicating a universal influence of UGC on emotional perceptions of destinations. Practical implications– The findings suggest that marketers should tailor their communication strategies to the generational characteristics of their target audience, especially concerning the cognitive aspects of destination marketing. However, for affective appeals, a uniform strategy could be applied across generations, simplifying the approach for emotional marketing content. Originality/value– This research contributes to the extant literature by highlighting the importance of generational segmentation in the strategic marketing of tourism destinations. It extends the discourse to generational analysis, providing a more granular understanding of the interactions between tourists and UGC.
- Navigating tomorrow’s wallet: unveiling the distinctive financial journeys across generationsPublication . Correia, Ricardo; Lima, Tássila; Meneses, RaquelThis study examines the distinctive consumer journeys of Generations X, Y, and Z in financial services, specifically the process of opening a bank account. We employed a qualitative approach and conducted six online focus groups with bank account holders. The findings weave a compelling narrative: Generation X, cautious in their digital approach; Generation Y, seamlessly navigating both digital and non-digital realms; and Generation Z, boldly embracing the entirety of their financial journey through digital channels. Breaking new ground, this research pioneers a fresh perspective by delving into the consumer journey within financial services from the customer’s lens, offering a nuanced understanding of the evolving consumer journey in the financial sector. Beyond the academic realm, our findings hold tangible implications for industry practitioners seeking to adapt to different generations’ diverse preferences and behaviors in their financial interactions.
- Social media intelligence and wildlife crime: A quantitative analysis.Publication . Santos, Lara; Lopes, Luisa; Correia, MarianaThis paper explores the role of social media intelligence (SMI) and digital marketing—particularly data-driven analytics, social media marketing, and social media platforms—as instruments for analysing and addressing wildlife crime in online spaces, focusing on illegal animal trafficking. This is a descriptive study based on a quantitative approach. A bibliometric analysis was conductedusing the Web of Science database, complemented by a quantitative analysis of data extracted from the European Union project ECO-SOLVE platform and the United Nations Office on Drugs and Crime (UNODC) platform, to identify the main patterns of action of traffickers on social networks. The results show a growing number of research studies interested in applying digital tools to track and prevent illegal animal trafficking, with a predominance of scientific publications in the areas of environmental sciences and criminology. The results also indicate the use of digital social networks by criminals, with Facebook standing out as the main platform for disseminating ads. By leveraging SMI, authorities and digital platforms can proactively identify and disrupt illegal activities, particularly on platforms like Facebook, which are frequently exploited by traffickers. The findings call for urgent, collaborative, and ethical action among institutions, law enforcement, and social media companies to enhance the effectiveness of digital tools in addressing this global issue. The Scopus database was not included in the analysis, and so the inability to access specific data may have restricted the scope of the research. The conclusion highlights that SMI is a promising approach to monitoring and combating wildlife trafficking. It emphasises originality by suggesting that maximising its effectiveness requires integrated and ethical action between institutions, authorities, and digital platforms. This study underscores the critical role of SMI in revolutionising enforcement practices and digital communication strategies to combat wildlife trafficking.
- The effect of self-confidence in the relationship between influencer marketing and willingness to buyPublication . Venciute, Dominyka; Correia, Ricardo; Kudzmanaite, Agne; Kuslys, MariusOver the last years, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or strengthen their image. Influencers, whether associated or not to brands, have the power to influence consumer behaviour. But how does this influence happen? And are all customers influenced in the same way? This research aims to answer these questions and clarify the relationship between influencer marketing and consumer behaviour. Specifically, we study the impact that intention to engage, propensity to trust and perceived value has on willingness to buy regarding influencers’ posted content. The findings also reveal that for people with higher self-confidence the impact of perceived value of an influencer’s posted content and willingness to buy is higher. The study provides managerial insights that may be beneficial for marketing practitioners to adjust their influencer marketing strategy.
- Relevance of the Spatiotemporal Behavior of Tourists and Residents to Tourism Planning and Marketing of Successful DestinationsPublication . Fontes, Ruta; Costa, Rui Augusto da; Martins, Márcio Ribeiro; Carvalho, Aida; Correia, RicardoIn the contemporary tourism landscape, the integration of advanced technologies into planning and marketing strategies is becoming increasingly vital for the success and sustainability of destinations. This paper explores the critical role of spatiotemporal behavior analysis—tracking the movements and patterns of tourists and residents over time and space—in enhancing tourism planning and marketing. By leveraging cutting-edge technologies such as GPS tracking, mobile phone data, and social media geotagging, destinations can gain unprecedented insights into visitor.
- The impact of message appeal on consumer behavioural engagement in the cybersecurity industry: the role of endorser typePublication . Venciute, Dominyka; Barasnevicius, Lukas; Correia, Ricardo; Skudiene, VidaPurpose This study aims to examine the influence of message appeal in social media posts by cybersecurity firms on consumer behavioral engagement, considering endorsements from either typical consumers or experts. The literature review suggests that both message appeal and endorsement have a positive effect on consumer behavior. Consequently, this research seeks to discern which combinations of message appeal and endorser type elicit the most favorable consumer behaviors toward cybersecurity products. Design/methodology/approach Employing a quantitative, experimental between-subjects design, the study enlisted 168 participants randomly assigned to one of four experimental conditions via an online survey. Findings The findings reveal that posts with emotional message appeal did not significantly enhance consumer behavioral engagement over informational appeal. Moreover, the type of endorser was found to modulate the impact of message appeal on consumer engagement, with posts of emotional appeal generating higher engagement when endorsed by typical consumers, and informational appeal posts performing better with expert endorsement. Originality/value This study contributes to cybersecurity marketing by demonstrating that emotional appeals endorsed by typical consumers generate higher engagement than expert-backed informational messages, revealing a novel link between consumer endorsements and engagement while providing strategic insights for effective message design.
- The Moorish Tradition in Portuguese ArchaeologyPublication . Vieira, AlexandraThis study aims to synthesize the multifaceted presence of the Moors in the Portuguese landscape by analysing archaeological remains, toponymy, legends and popular beliefs, all supported by historical documentation and studies on Portuguese oral tradition. By adopting an interdisciplinary approach, I seek to bridge the tangible aspects of material culture with the intangible heritage of oral narratives, exploring how these elements inform and reinforce one another. This involves establishing connections between archaeological evidence and the rich corpus of oral traditions and folklore, which often reinterpret or preserve the memory of these archaeological vestiges. Through this analysis, I aim to demonstrate how these pre-existing materialities can be understood as remnants of the past and as living elements of “our tradition”, continuing to shape identities and the collective memory. This synthesis offers new perspectives on the enduring legacy of Moorish influence in Portugal’s cultural landscapes.