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- Sensory marketing at the destination level: a conceptual approachPublication . Correia, Ricardo; Franco, Ana; Meneses, RaquelMarketing strategies adopted in many destinations do not take into consideration the potential of the senses to generate memorable experiences. By ignoring a driving force of intangibility, such strategies do not value a major source of differentiation. In fact, in a time where the intangible assumes an essential role, the senses emerge as a key for the differentiation of a particular destination when compared to other alternatives. This article puts in evidence the importance of the sensory marketing at the destination level. We develop a conceptual model where sensory contact points emerge as the central element in the 3 different phases of the tourist experience: a priori to capture the attention and provide (or recall) sensations of the destination, in loco for the generation of a multisensory image of the destination, and a posteriori inspiring a new visit to the destination or it’s recommendation to others. The model proves to be particularly useful for practitioners, offering relevant insights for managers and policy makers.
- Boosting cultural heritage in rural communities through an ICT platform: the Viv@vó projectPublication . Cunha, Carlos R.; Carvalho, Aida; Afonso, Luís C.M.; Silva, Daniel; Fernandes, Paula Odete; Pires, Luís; Costa, Carlos Casimiro da; Correia, Ricardo; Ramalhosa, Elsa; Correia, Alexandra I.; Parafita, AlexandreRural regions concentrate on themselves a very rich set of ancestral traditions. The perpetuation of such traditions has been achieved through transmission between generations. Unfortunately, all this knowledge is typically elders-centered and it lacks effective processes of digitalization, storage and providing-systems for that all this heritage can effectively be perpetuated through future generations that are digital-born. From this base, it was created a project case study limited to the Portuguese Northeast region, named Viv@vó – living in the grandma's house. This paper presents the ICT platform that was created in this project and some main achievements during the project development process. Tourism and mainly experience and cultural heritage tourism are growing in tourist’s interests. Rural regions have an untapped potential for this slice of tourism industry. Rural regions have an enormous collection of ancestral knowledge that we are responsible to deliver to future generations as an inheritance to which they are entitled.
- The relevance of collective action in tourismPublication . Correia, RicardoTourism normally develops in a confined territorial area where diverse organisations shall have to congregate efforts in order to enhance its potentiality. This industry tends to be described as encompassing a large number of small independent companies free from any conglomerate. Even those who do not consider being tourist-dependent shall act in a manner that will shape its development since they are part and parcel of the socioeconomic dimension of the tourism destination image.The various perceptions of social and economic benefits linked to tourism may be influenced by the degree of “the residents’ tourist education”. If one takes the tourism destination as a global product it finds lots of supplementary links, diverse sectors and multiple interlinks between public and private, which originate a multi-fragmented supply. Unless we establish common values and norms, we cannot find enough sustainability to become a desirable and visible destination, so there is a need to integrate all these structuring elements capable of generating interlinks in a harmonious and compatible manner. Therefore, we must have large numbers of intervening parties in a tourism network since it will hell reinforce the image. Many a study has proven that community’s involvement in planning and developing are critical factors for such tourism destination sustainability. Indeed, policies of “going alone” as in the past, which characterised many tourism sectors are being replaced by a strong cooperation and collaboration. However, the huge sectorial interdependence may not be enough in itself to motivate collective actions. Many organisations cannot identify with the tourism industry clouding the reasoning for such possible cooperation. The creation of partnerships in order to create tourism plans does not warrant its practical implementation. In this paper, through a methodological update of the major available theoretical views, we expound on the relevance of collective action movements applied to tourism, finding the motives behind such movements and obstacles to their implementation and suggesting recommendations to develop sustainable regional policies for tourism development. We conclude that the dynamics of a regional tourist destination results mainly from the collective thought and the need for cooperation to create a structure between multiple partners. This led to a coherent and integrated product that became attractive to the tourist and produced a value-added to the territory. As such, these movements must be also understood as sustained policies for territorial development.
- The potential of gastronomic tourism in the portuguese municipality of MirandelaPublication . Correia, Ricardo; Carvalho, Aida; Troca, ArmandoThe gastronomic heritage of a territory can be a valuable differentiator element for its tourist offer. In this context, it was considered important to survey the main gastronomic references of one of Portugal's most gastronomically iconic municipalities: Mirandela, which however has a reduced hotel capacity. The other central objective of this study is related to the evaluation of two large groups (the local inhabitants and other stakeholders with a closer connection to consumer) about the perceptions related to the enhancement of the gastronomic heritage of Mirandela municipality. Methodology: A qualitative methodology was adopted, which, due to its specificity, can configure a case study. The technique of collecting information relied on semi-structured interviews, to the local inhabitants (9 interviews) and to several stakeholders with knowledge about the needs and interests of the tourist demand related with gastronomy (10 interviews). Findings: The position of the inhabitants, who argue that the methods and techniques of the old days should be practically unchanged, under penalty of distorting the quality and authenticity, was identified as the main divergence between the 2 groups. Indeed the remaining respondents, namely chefs, argue that it is essential to innovate methods and techniques for the benefit of that same quality, with the potential offered by new concepts (eg. the evolution in the seasoning of the “sufficiently” concept for the accuracy of the measurement) and the use of new support instruments (eg. probes for temperature control) as a product enhancement, but always respecting its authenticity. In terms of convergence, it was consensual to recognize the importance of imparting knowledge to young people, from the outset with inclusion in school curricula, in raising awareness of the importance of products and recipes as integral parts of local history and in the transmission of knowledge through practice at school, in “workshops”, interpretive centres or community spaces. Originality/value: Although the municipality of Mirandela has important gastronomic references, where alheira (a traditional smoked sausage famous all around Portugal) and olive oil stand out, there were no studies that characterized this heritage. Simultaneously the perception of the residents and other stockholders (more focused on consumption) about the best way to enhance this gastronomic heritage was never studied. This study managed to confront these two perspectives generating important insights for territorial managers. Practical implications: We recognize that the characteristics of the intangible heritage are inducers of the possibility of developing attractive tourist experiences, in terms of gastronomic and cultural tourism, boosted by the appetite of the tourist markets for this segment, considered as the one with the greatest growth in the tourism industry as a whole. It will be essential that the territorial managers are able to align the visions of the local inhabitants with the needs and expectations of the tourists. In fact, at the same time that the locals are the guardians of the heritage, they should also be able to enhance this heritage, adding value compatible with the demand and tourist expectations.
- The impact of user-generated content in shaping the image of tourist destination across different generationsPublication . Aksionova, Evelina; Correia, Ricardo; Mendonça, Vítor; Fontes, RutaThe rise of social media and online review platforms has given travelers a platform to share their experiences and opinions about destinations, accommodations, and attractions which can influence the perception of a destination among potential visitors. The paper suggests a framework for future empirical research that considers different generations as a moderator variable between User-Generated Content (UGC) and the image of tourist destinations. This is based on the idea that different generations have different preferences, expectations, and attitudes toward travel, which can influence how they perceive and react to UGC. Overall, this paper contributes to the growing body of literature on the impact of UGC on the tourism industry. By proposing a model that considers generational differences, it highlights the importance of understanding the diverse preferences and attitudes of travelers in shaping the image of tourist destinations.
- The potential of digital marketing in the promotion of low-density territories: the case study of Mirandela municipalityPublication . Cunha, Manuela; Correia, Ricardo; Carvalho, AidaInformation and communication technologies (ICT’S) have introduced a new form of society, the network society, with the paradigm based on digital marketing. This form of communication has constantly evolved due to its intensive study and the exponential increase in its use. The imposition of digital communication, together with social networks, becomes imperative for both organisations and territories to adjust their communication strategies in order to ensure the effectiveness of the messages conveyed. It is a very useful tool for tourist destinations marketing since it is able to materialize in itself many of the communication objectives: it stimulates the consumer’s relationship with the brand, generates buzz, attracts potential visitors, energizes the territories around an idea, encourages participation and promotes recommendation. Due to the specificity of low-density territories, digital marketing involves the consumer through instant messaging tools, facilitating the interaction between individuals, allowing the share of information (with great ease and speed) and encourage other visitors. In this work the digital presence of Mirandela (a small municipality located in the Northeast of Portugal), is analysed as well as its positioning and contents. For that purpose, data were collected in several digital channels of public and private entities. In this context and according the obtained results, it was clear that Mirandela does not prioritize the digital
- Tracking techniques in the study of tourists’ spatiotemporal behaviorPublication . Clara, Irina; Correia, Ricardo; Carvalho, AidaThe knowledge of tourism consumer behavior is essential for destinations and tourism organizations to improve their offer, acting as one of the main ingredients for the development of memorable experiences. The spatial–temporal tracking of tourists is one of the techniques associated with the knowledge of consumer behavior and which allows valuable information to be obtained. On the other hand, the demands of tourist consumers are increasing, which make it even more important to have a better knowledge of them. In this context, this study aims to present the traditional and modern methods of tracking tourists that could be used for the improvement of the tourism offer. To this end, a methodology of comprehensive literature review and state-of-the-art verification was adopted, to identify the main tracking techniques in the spatiotemporal behavior of tourists. It is concluded that these techniques should be used together, as they complement each other. Given the constant technological advances, this theme has the potential to be further developed in terms of literature, recommending future empirical research on the phenomenon.
- 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.
- Digital marketing in hospitality - case study of social networks as a communication toll in Oporto hotelsPublication . Cunha, Manuela; Correia, Ricardo; Costa, AdrianoDigital marketing and social networks are progressively becoming the most important communication tool in almost all business areas. This has considerably increased the information available online. In the tourism context, these developments have had a considerable effect, as they have altered the way tourists search for information, plan trips and share experiences. In a post-COVID-19 world, the innovative use of technologies to engage visitors online through virtual information has gained increasing importance, as it has the ability to provide displaced destination experiences, thus attracting consumer interest in relation to tourist attractions. In this sense, the objective of the present investigation is to understand the influence that generic and non-generic social networks have on the hotel sector, both from the perspective of the hotel and the consumer. To this end, data were collected on several digital channels from twelve hotels located in the Portuguese city of Porto. According to the results obtained, it was clear that the content and presence vary according to the stars of the hotels and the type of the social network analyzed.
- Mutual influence between firms and tourist destination: a case in the Douro ValleyPublication . Correia, Ricardo; Brito, CarlosFirms and the territories where they are located are interwoven realities. The evolution of territories is influenced by the strategies adopted by the firms as well as these depend on the characteristics and dynamics of the region where they are embedded. The interconnection between firms and territories is thus a key issue for the understanding of the development of both businesses and territories. This issue is particularly important for the tourism industry inasmuch as the attractiveness of a region depends not only on the endogenous resources of the territory but also on the spatial interaction established by companies. In this context, the purpose of this paper is to clarify the reciprocal influence between firms and tourist destinations. For that, the paper analyses the case of a tourist resort established in the Douro valley, a region in northern Portugal classified by UNESCO as World Heritage Site and where Port wine is produced. On the basis of a qualitative methodological approach, the study aims at understanding (i) how firms’ strategic actions influence the structure and dynamics of the region where they are located, and (ii) how the regional characteristics influence firms’ evolution. The study shows that local actors are likely to condition the possibilities of interaction or ways to act in the market, develop new activities on the basis of innovative ways to combine their resources, connect with other actors of the focal firm’s network and create new competences. On the other hand, the inability of local actors to interact with the focal firm can limit its strategic options and, consequently, the impact on the dynamics of the territory as a whole.
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