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- International Career: What Attracts Lithuanian Talent?Publication . Aukštuolytė, Justina; Correia, RicardoThe main goal of this paper is to analyse the trends of Talent Acquisition as a marketing strategy and implement the results to create a Foreign Talent Acquisition Strategy for a boutique recruitment agency in Lithuanian market. The literature regarding the topic was analysed in order to guide the research. A qualitative research study was conducted in order to receive up to date, primary data about employees’ job search preferences and attraction factors to complement the theoretical frameworks. The results gained from the empirical research were used as a guideline for the development of a Foreign Talent Acquisition strategy.
- A importância do marketing para o desenvolvimento turístico: o caso de MontalegrePublication . Correia, Ricardo; Brito, CarlosNeste artigo apresenta-se o caso de Montalegre, um concelho que soube criar atempadamente marcas com autenticidade e especializar-se na sua divulgação, o que lhe permite levar a cabo diversos certames que geram procura turística durante todo o ano. A feira de fumeiro de Montalegre que se afirma como uma das mais dinâmicas do país, ou o fenómeno das sextas-feiras 13 que consegue gerar uma grande procura turística na região, o congresso de medicina popular de Vilar de Perdizes que celebra já a sua vigésima quinta edição e o Eco-Museu do Barroso que funciona como agente dinamizador da região são analisados nesta comunicação. Da sua análise retiram-se ensinamentos que poderão ser úteis para a grande maioria dos municípios rurais que continuam a sub-aproveitar o potencial de riqueza que têm a seu dispor.
- Locals: at the heart of territorial marketingPublication . Correia, Ricardo; Brito, CarlosMarketing strategies adopted in many territories do not take into consideration the intangible dimension related to local communities, their history, culture and values. By ignoring a driving force of regional identity, such strategies do not value a major source of differentiation. In fact, in a time where the immaterial and relational capital assumes a key role, locals are not only one of the most essential element for the attractiveness of tourist destinations but also a key for their differentiation when compared to other alternatives. This article puts in evidence the importance of the locals in place branding. We develop a conceptual model where locals emerge as the key element since they are a major source of co-production, co-communication and co-consumption of the regional offer. The model proves to be particularly useful for practitioners, offering relevant insights for managers and policy makers.
- Motivational factors of conference attendees – relevance of online communication and nationalityPublication . Kazak, Hanna; Correia, RicardoThe main goal of this paper is to understand whether there are different motivational factors of decision-making processes to attend a conference from people of different nationalities (namely Portuguese and Germans) as well as their social media usage and preferences. After the literature regarding the topic was analysed in order to guide the research, quantitative empirical research in the form of an online survey of 20 questions was conducted. 53 respondents in Germany and 56 respondents in Portugal were analysed. The findings revealed no significant differences between the 2 markets. The results gained from the empirical research revealed to be useful to be used as guidelines for the development of a social media-marketing plan in Germany for a company responsible for the organization of a big annual event for Product Managers in the Southern part of Europe that collaborated with this study.
- The foreign career path attraction factors of Lithuanian talent labourPublication . Aukštuolytė, Justina; Correia, RicardoThe main goal of this paper is to analyse the trends of Talent Acquisition as a marketing strategy and implement the results to create a Foreign Talent Acquisition Strategy for a boutique recruitment agency in Lithuanian market. The literature regarding the topic was analysed in order to guide the research. A qualitative research was conducted in order to receive up to date, primary data about employees’ job search preferences and attraction factors to complement the theoretical frameworks. The results gained from the empirical research were used as a guideline for the development of a Foreign Talent Acquisition strategy.
- The relevance of online communication for conference attendees motivation. Differences between german and portuguese participantsPublication . Kazak, Hanna; Correia, RicardoThe main goal of this paper is to understand whether there are different motivational factors of decision-making processes to attend a conference from people of different nationalities (namely Portuguese and Germans) as well as their social media usage and preferences. After the literature regarding the topic was analysed in order to guide the research, a quantitative empirical research in the form of an online survey of 20 questions was conducted. 53 respondents in Germany and 56 respondents in Portugal were analysed. The findings revealed no significant differences between the 2 markets. The results gained from the empirical research revealed useful to be used as guideline for the development of a social media-marketing plan in Germany for a company responsible for the organization of a big annual event for Product Managers in the Southern part of Europe that collaborated with this study.
- 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.
- People: the most important marketing asset of territoriesPublication . Correia, Ricardo; Brito, CarlosMarketing strategies adopted in many territories do not take into consideration the intangible dimension related to local communities, their history, culture and values. By ignoring a driving force of regional identity, such strategies do not value a major source of differentiation. In fact, in a time where the immaterial and relational capital assumes a key role, locals are not only one of the most essential elements for the attractiveness of touristic destinations but also a key for their differentiation when compared to other alternatives. This article puts in evidence the importance of the locals in place branding. It develops a conceptual model where locals emerge as the key element since they are a major source of co-production, co-communication and co-consumption of the regional offer. The model proves to be particularly useful for practitioners, offering relevant insights for managers and policy makers.
- 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.