Digital Marketing as a Tool to Promote Rural Tourism Ventures: The Case of Casa da Lagoa

Ribeiro, Mafalda; Esteves, Elsa Tavares; Morais, Elisabete Paulo

http://hdl.handle.net/10198/34855

Use this identifier to reference this record.

Name:	Description:	Size:	Format:
Digital Marketing.pdf		322.38 KB	Adobe PDF	Download

Send Feedback

Authors

Ribeiro, Mafalda

Esteves, Elsa Tavares

Morais, Elisabete Paulo

Abstract(s)

Rural Tourism emerges as a unique tourism product, capable of attracting the attention of tourists to rural areas whose tourist potential is considerable, but which is sometimes not well used. For this reason, companies operating in rural tourism must adopt specific measures to be able to promote their product/service, and the tourist destination itself, being able to use the various digital marketing tools for the same purpose. In this sense, the main objective of this paper is to analyse the presence of Casa da Lagoa, Portugal, in the different social media, through an exploratory analysis of its website and a quantitative analysis of the other social media used by the company

Keywords

Accommodation Digital marketing Social media Rural tourism

URI

http://hdl.handle.net/10198/34855

Citation

Ribeiro, M., Esteves, E., Morais, E.P. (2024). Digital Marketing as a Tool to Promote Rural Tourism Ventures: The Case of Casa da Lagoa. In: Reis, J.L., Zelený, J., Gavurová, B., Santos, J.P.M.d. (eds) Marketing and Smart Technologies. ICMarkTech 2023. Smart Innovation, Systems and Technologies. Singapore:Springer. vol 386. p.729–738. ISBN 978-981-97-1551-0