Loading...
129 results
Search Results
Now showing 1 - 10 of 129
- 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.
- O marketing e o desenvolvimento turístico: o caso de MontalegrePublication . Correia, Ricardo; Brito, CarlosEste working paper analisa o caso de Montalegre, um concelho que soube criar atempadamente marcas com autenticidade e especializar-se na sua divulgação, o que lhe permitiu levar a cabo diversos certames com potencial para gerarem procura turística durante todo o ano. A Feira de Fumeiro de Montalegre que se afirma como uma das mais dinâmicas do país, o fenómeno das Sextas-Feiras Treze que consegue gerar uma grande procura turística na região, o Congresso de Medicina Popular de Vilar de Perdizes que celebra já a sua 25a edição bem como o Ecomuseu do Barroso que funciona como agente dinamizador da região são estudados nesta investigação. Da sua análise retiram-se ensinamentos que poderão ser úteis para a grande maioria dos municípios rurais que continuam a aproveitar mal o potencial de riqueza que têm a seu dispor.
- Envolvimento da comunidade – A condição necessária para o sucesso da marca regionalPublication . Correia, Ricardo; Brito, CarlosMuitas das politicas de branding regional continuam a ignorar a comunidade local, as suas crenças, desejos e expectativas. Esta atitude faz com que não se tome partido de uma das principais fontes de diferenciação regional. De facto, numa era em que o imaterial e o capital relacional assumem relevância, a comunidade local é não apenas o elemento mais essencial da oferta do território como a sua principal fonte de diferenciação. Neste artigo é feita uma discussão teórica acerca relevância da comunidade local no branding regional. Tendo como base a revisão de literatura efetuada foi desenvol- vido um modelo teórico com caráter operacional onde os locais emergem como elemento central para a política de branding regional. O modelo considera os locais como fonte de comunicação, consumo e produção da oferta regional. São apresentadas recomendações tendo em vista a inclusão da comunidade local como elemento central em qualquer política de branding regional.
- Stakeholders’ perceptions of the communication of the territorial brand: the case of BragancaPublication . Correia, Ricardo; Marinho, Madalena; Sousa, Bruno Miguel; Venciute, DominykaTerritorial marketing aims to build a long-term strategy to structure and communicate territorial offers and integrates several elements that are essential for successful implementation. The local community, from residents to firms, is a fundamental element in the success of this strategy. This paper analyzes the perceptions of different stakeholders regarding their involvement in the strategic process of marketing the municipality of Bragança (a historical municipality in the northeast of Portugal) as a tourist destination. This study employed a mixed methods methodology. In the first part (qualitative analysis), interviews were carried out with the different competent bodies in the promotion and communication of the destination and with the county’s tourist entities. In the second phase (quantitative analysis), questionnaire surveys were conducted in the local community to complement the first part of the methodology. The results show little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in identification with the destination. These results reinforce and justify the importance of the local community in marketing territories (which is fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the adopted methodology.
- Understanding the changes in the tourists perceived risk after covid-19Publication . Garcez, Ana; Correia, Ricardo; Costa, AdrianoTourism industry is witnessing a time of uncertainty due to the Covid-19 pandemic. Amidst all the doubts that the industry is experiencing, one certainty is clear: nothing will remain the same after the pandemic outbreak. Tourists have developed new needs that the industry of tourism should be able to understand and fulfill. This study seeks to understand the transformations in tourist consumer behavior caused by the covid-19 pandemic. Thus, based on several assumptions, an explanatory model was developed addressing both the demand side (new consumer preferences) and the supply side (measures and strategies to combat the impacts generated by the perceived risk acquired during the confinement period). The model developed reflects a permanent impact of the Covid-19 crisis on the tourist consumer behavior in terms of accelerating the shift to online services, with a greater emphasis on safety, hygiene and health, as well as environmental and sustainability awareness.
- Os 5 sentidos associados a Portugal na perspectiva dos turistasPublication . Franco, Ana; Correia, Ricardo; Meneses, RaquelConsiderando a importância dos cinco sentidos para o marketing turístico, procurou-se conhecer as sensações experienciadas e recordadas pelos turistas estrangeiros que visitam Portugal de forma a responder às seguintes questões: Como é que os turistas de diversos países experienciam Portugal? Como é caraterizado Portugal a nível sensorial pelos turistas? Quais os sentidos a enfatizar nas estratégias de comunicação do turismo português para cada região/mercado? Foi utilizada uma metodologia mista através da combinação de uma análise qualitativa netnográfica com uma análise quantitativa de conteúdo. Concluiu-se, que Portugal é caraterizado a nível visual pela sua arquitetura e como um país colorido; a nível auditivo é associado ao Fado; a nível gustativo os turistas valorizaram essencialmente o peixe e, incluído neste, mencionam especificamente o bacalhau; quanto ao olfato, os turistas mencionaram o cheiro a comida, dando especial relevância ao peixe; relativamente ao tato o país é associado pelos turistas à areia e ao calor.
- Perceção dos residentes face ao impacto do turismoPublication . Fernandes, Paula Odete; Pires, Luís; Fontes, Carla; Costa, Carlos Casimiro da; Correia, Ricardo; Carvalho, Aida; Cunha, Carlos R.; Ramalhosa, Elsa; Correia, Alexandra I.; Parafita, AlexandreIn tourism the local community are not only one of the most essential element for the destination offer but also the key for its differentiation. The knowledge about their expectation and satisfaction regarding tourism development is extremely important for the development process itself. Based on that statement it was developed an empirical research where the local community perception emerges as the key element to be considered. Specifically, in this project it was analysed the perception of the local community, in two different small Portuguese villages, regarding the development of tourism as well as their position regarding the side effects that a possible increase in tourism could provide. It was concluded the positive relationship between the perception of the local image and the perception of economic and socio-cultural impacts caused by tourism and an inverse relationship between the perception of the local image and the perception of environmental caused by tourism.
- The influence of blogs on the complain intention: the case of the cruise ship industryPublication . Gonzales Santiago, Marcya; Correia, RicardoThis paper investigates the influence of service recovery in the consumer's complaint intention to obtain benefits on the cruise industry. The research model proposed and tested empirically was based on a sample of 164 cruise vacationers who had experiences of a past service failure. The model also shows the influence of cruise blogs on consumer’s complaint intention. The result of the analysis demonstrates higher influence of cruise blogs and reviews than service recovery strategies on the complaint intention. The findings of the study provide a better understanding of the service recovery on the cruise industry, being useful for the managers of the cruise companies. Finally, the results suggest, as well, that cruise ship managers should implement new marketing strategies related to service recovery and at the same time attract cruise blogs to the company.
- A importância do marketing para o desenvolvimento turístico: o caso de MontalegrePublication . Correia, Ricardo; Brito, CarlosEste artigo analisa o caso de Montalegre, um concelho que soube criar marcas com autenticidade e especializar-se na sua divulgação, o que lhe tem permitido levar a cabo diversos certames geradores de uma procura turística diversificada ao longo de todo o ano. A Feira de Fumeiro, que se afirma como uma das mais dinâmicas do país, o fenómeno das Sextas-feiras Treze, que consegue gerar uma grande procura turística na região, o Congresso de Medicina Popular de Vilar de Perdizes, que celebra já a sua vigésima sétima edição, ou o Ecomuseu de Barroso, que funciona como agente dinamizador da região, são alguns dos eventos abordados neste artigo. Com base na sua análise, o artigo consubstancia um conjunto de contributos que podem ser úteis para muitos municípios rurais que continuam ainda a subaproveitar o potencial de riqueza que têm a seu dispor. This article analyses the case of Montalegre, a county which has created and promoted brands with authenticity. This strategy is on the basis of diverse events that have generated a tourism demand throughout the year. The Feira do Fumeiro, which is one of the most dynamic in Portugal, the so-called Friday the Thirteenth, which attracts a large number of tourists, the Congress of Traditional Medicine at Vilar de Perdizes, now celebrating its twenty seventh edition, and the Ecomuseu do Barroso, which acts as a promoter of the region, are some of the events discussed in this article. On the basis of their analysis, this article encompasses a number of contributions that are likely to be useful for many rural municipalities that are still not exploring all the potential of their territories.
- Wine tourism and regional developmentPublication . Correia, Ricardo; Brito, CarlosThe characteristics of wine tourism make it absolutely compatible with the predominantly rural areas looking for sustainable development. One of the major problems associated with wine tourism, however, comes from the difficulty the wine-producing industry has in conceiving of tourism as a product likely to generate added value. Most wine producers still do not have a clear perception of the main principles of tourism, which would allow them to offer a quality product and understand the way this industry (so different from the wine industry) works. This fact makes it difficult to create an interlinked network between wine and tour- ism, and consequently to the wine tourism assertion. This chapter aims at obtaining greater insight into the relationship between wine tourism and regional develop- ment. For that an analysis was developed that puts in evidence the main reasons that may block the leverage of regional development through wine tourism. Wine routes are presented here as one of the most efficient ways to avoid these blockages.