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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.
- 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.
- 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.
- AI innovations for travel and tourismPublication . Correia, Ricardo; Martins, Márcio Ribeiro; Fontes, RutaThe tourism industry faces pressing challenges amidst the integration of artificial intelligence (AI) technologies. It is necessary to address the lack of a comprehensive understanding of AI's impact on the sector, emphasizing its role in reshaping the travel ecosystem, enhancing customer experiences, and optimizing operational efficiency. Ethical considerations surrounding AI implementation in tourism must be thoroughly examined to guide responsible technology use. AI Innovations for Travel and Tourism illuminates how AI revolutionizes travel ecosystems, beginning with an insightful introduction to AI's impact on tourism, laying the groundwork for a nuanced understanding of its transformative potential. Delving into personalized travel planning, the book navigates the reader through the intricacies of AI-enhanced destination recommendations, digging into how these technologies redefine the travel experience. Smart booking systems and travel experiences demonstrate how AI streamlines operations and raises customer satisfaction. The exploration extends to AI's role in travel marketing, emphasizing targeted campaigns and enhanced customer engagement. In-depth discussions on AI, big data, and user-generated content unveil the intricate connections that drive innovation in the industry. This book also delves into analyzing visitors' spatiotemporal behavior which provides valuable insights for destination managers and marketers. The ethical dimensions of AI-powered tourism are also discussed, exploring responsible AI use. This book is ideal for tourism scholars, educators, students, researchers, and industry professionals