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Advisor(s)
Abstract(s)
The need to implement a new development dynamic
in rural regions has been one of the concerns of the rural tourism
sector, which is currently starting its digital transformation
process and the adoption of digital technologies and tools. In the
light of literature, one of the tools with the greatest promotion
potential is digital marketing, since it allows reaching new and
larger target audiences more efficiently and effectively. Realizing
the lack of a conceptual and functional vision capable of guiding
the planning and execution of digital marketing initiatives in the
context of rural tourism, this article proposes a conceptual model
focused on characterizing the potential impact that digital
marketing initiatives can generate, namely in terms of the
development of a positive image of the rural tourism destination
and of the influence on the tourists’ decision to visit.
Description
Keywords
Rural tourism Rural destination Digital marketing Destination image Intention to visit
Citation
Rodrigues, Sónia; Correia, Ricardo; Martins, José (2021) . Digital marketing impact on rural destinations promotion : a conceptual model proposal. In 16th Iberian Conference on Information Systems and Technologies (CISTI). p. 1-8. ISBN 978-989-54659-1-0