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- Digital marketing plan for CubiCasa OY USAPublication . Zaikauskas, Adomas; Correia, Ricardo; Cunha, Carlos R.The aim of this paper is to provide an analysis that will be necessary for the development of a future digital marketing plan for CubiCasa OY with the main goal to attract new customers in the United States market. Specifically, the following topics are addressed during the analysis: external and internal examination of CubiCasa in the United States market to assess the current company’s position in the market; performing empirical research to figure out the most important aspects for real estate photographers and businesses. It was followed a qualitative research method with semi-structured surveys sent by Google forms to eight customers who use floor plan creation tools and operate in the US. The findings will help to analyze and make an appropriate decision when adapting it to a digital marketing plan and help to improve customer reach and brand awareness among the United States floor plan makers and companies specializing in real estate business.
- Smart technologies in tourist destination marketing: a literature reviewPublication . Junqueiro, Ângela; Correia, Ricardo; Carvalho, Aida; Cunha, Carlos R.In the digital age in which we live, smart technologies are omnipresent no matter the industry we consider. The tourism sector challenged by constant technological and digital innovations and trying to reinvent itself after the pandemics is more than ever relying on smart technologies to improve the value for companies and tourists. With this reality as background the main objective of this work is to analyze the contribution of smart technologies in the marketing of tourist destinations. For that and using the Scopus database, a search was carried out in the most recent scientific literature concerning this matter, in which the articles were studied with the aim of obtaining the most updated theoretical contributions in this area. The results obtained will allow the marketing organizations of tourist destinations understand the importance of the application of intelligent technologies in the tourist attractiveness of their territories.
- An ICT integrated model for traceability, promotion and valorization of regional food productsPublication . Cunha, Carlos R.; Mourão, António; Mendonça, Vítor; Correia, RicardoMany country's regions are rich in food-heritage. Within this, food products are often ex-libris of the regions and sustain ancestral traditions that make these regions known in the world. This reality materializes products of protected geographical origin and/or protected designation of origin. In the context of a society increasingly interested in the traditional, in respect for the environment, animal rights and the guarantee of authenticity, this paper proposes a conceptual model based on technology capable of guaranteeing the traceability of these products, as well as leveraging their valorization and, at the same time, it guarantees, to the different players of the supply chain, useful feedback on the perception of the consumer and his interests. This proposal will enhance the products by increasing information and services available to the consumer and will allow the process of creation, development and production of food products to be done “in partnership with consumers”. Even though our focus is on typical regional food products, our proposed model is suitable for any food supply chain.
- O uso de SEO para alavancar a visibilidade digital e atrair visitantes: o caso das termas de ChavesPublication . Mendonça, Vítor; Cunha, Carlos R.; Correia, Ricardo; Morais, Elisabete PauloDigital presence, especially using websites, is currently one of the pillars for effective communication in the field of marketing. However, it appears that many organizations, despite making high investments in development, even if they present a visually attractive website, face difficulties in attracting visitors. In the case of the tourism sector, in which competition takes place on a global level, it is even more pressing for technologies to reach potential stakeholders, first attracting visitors, then seducing them and converting them into customers. In this context, digital marketing techniques, and more specifically, website optimization techniques to improve their visibility by search engines (Search Engine Optimization) are the key to leveraging the potential for visits to any website. In this article, digital marketing concepts and the technological aspects that affect the indexing made by search engines will be explored. The case study presented intends to demonstrate, in a simplified way, the importance and applicability of these concepts and techniques, proposing a set of improvements that should be implemented to improve the positioning of the "Termas de Chaves" website in the search engine page results.
- Developing a digital marketing plan: the case of CubiCasa OY to the United States of America marketPublication . Zaikauskas, Adomas; Correia, Ricardo; Cunha, Carlos R.This paper present a deep enterprise analysis for the development of a digital marketing plan for CubiCasa OY to the Unites States of America market, aiming to help bringing new customers, living in the US and interested in creating floor plans, to the company. It was analyzed the current situation of the CubiCasa OY in the US market, collected and analyze data provided by current CubiCasa OY customers and provided a managerial solutions for CubiCasa OY digital marketing plan for the period from 2021.01.01 – 2021.12.31. Qualitative research method was used. Semi-structured surveys were sent by Google forms to eight customers who use floor plan creation tools and operate in the US. Survey questions were created by using the RACE model and 6M marketing communication model. Date collected and analyzed was later used to create a managerial solution for CubiCasa OY digital marketing plan to the US market. Findings showed the main indicators affecting the customer's purchasing process. Additionally, digital channels and advertisement techniques that should be used to gain more floor plan creators in the US market have been suggested. Still this paper focus on the deep analysis undertake comprehensive process for the definition of a full digital marketing plan.
- Proposta de um sistema inteligente para estimular a procura do turismo termalPublication . Mendonça, Vítor; Cunha, Carlos R.; Correia, Ricardo; Carvalho, AidaO sector económico do turismo tem ganho um peso significativo na economia de muitos países, destacando o peso deste sector em Portugal. Contudo, a inconstância e sazonalidade da procura faz com que as empresas ligadas ao sector se deparem com dificuldades no que diz respeito ao planeamento e gestão de recursos afetos à atividade. É com alguma frequência que se verificam períodos com perdas económicas provocadas por um volume de procura diminuta e insuficiente para suportar os custos da atividade. Neste contexto, este artigo propõe um sistema que, com base em análise inteligente de dados, permita que uma cadeia hoteleira possa segmentar clientes e potenciar ofertas exclusivas com o objetivo de minimizar a oscilação e lacunas na procura em unidades hoteleiras instaladas em instâncias termais.
- Social media marketing research at the hotel industry in SlovakiaPublication . Palencarova, Martina; Hohos, Tomas; Correia, Ricardo; Cunha, Carlos R.Social networks are the main marketing entity of the hotel industry of the 21st century. To understand the impact that social networks have on the hotel sector, both from the point of view of the hotel and the consumer is becoming essential. The aim of this research is to find out how 5 stars Slovakian hotels present themselves in 3 different social networks Instagram, Facebook and Twitter and to compare them with each other. For that purpose a descriptive analyses of the most relevant features of this social networks was conducted. The study offers relevant insight for marketing practitioners in the hospitality industry