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Digital marketing in health and wellness tourism

2026-01-21Capítulo de livro Acesso restrito
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datacite.subject.fosCiências Sociais::Economia e Gestão
datacite.subject.sdg03:Saúde de Qualidade
datacite.subject.sdg04:Educação de Qualidade
dc.contributor.authorMartins, Marco
dc.contributor.authorGuerra, Ricardo Jorge da Costa
dc.contributor.authorSantos, Lara
dc.contributor.authorLopes, Luisa
dc.contributor.authorConde, Ana Rita
dc.date.accessioned2026-02-03T12:13:02Z
dc.date.available2026-02-03T12:13:02Z
dc.date.issued2026-01-21
dc.description.abstractThe dissemination of information and communication technologies (ICTs) has altered how society functions, creating the denominated information society. Consequently, digital technologies are significantly reducing information asymmetries between customers and providers. The evolving of internet-based applications improves marketing efforts by enabling organisations to implement innovative forms of communication besides moving for ‘co-creating’ content with customers. Digital marketing strategies offer marketers new ways to cultivate customer relationships, which can lead to increased customer loyalty. This is important because the effects of customer loyalty on health and wellness profitability are known to be significant. Therefore, this study discusses the digital marketing strategies that health and wellness tourism organisations must master to ‘conquer’ and retain customers. Considering that, a semi-systematic secondary research method was used based on the existing literature. This method explores digital marketing and how it can be adapted to the sector of health and wellness tourism. Essentially, this first stage consists of a reflexive work that uses different approaches and meanings to define conceptual analytical dimensions. The second stage consisted of an overview on Southern Europe real-world examples analyses; considering its possible contribution to consolidating our results and questioning, our option was taken. This chapter formulates a series of recommendations for the sector that may help improve decision-making in the digital marketing implementation and practice of digital marketing. The study also contributes to address the existing lack of literature. We conclude the chapter by identifying, providing and discussing possible avenues for future research.</jats:p>eng
dc.identifier.citationMartins, M.; Guerra, R. J. da C.; Santos, L.; Lopes, L.; Conde, A.R. (2026). Digital marketing in health and wellness tourism. In Sousa, B. B.; Santos, J.D. (eds.) Marketing Advanced in Tourism: Theoretical Bases and Applications. Emerald. p. 1-29. ISBN 978-1-83708-787-7
dc.identifier.doi10.1108/978-1-83708-786-020261001
dc.identifier.eissn978-1-83708-786-0
dc.identifier.isbn978-1-83708-787-7
dc.identifier.urihttp://hdl.handle.net/10198/35666
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEmerald Publishing Limited
dc.relation.ispartofDigital Marketing Advanced in Tourism
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.titleDigital marketing in health and wellness tourismeng
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage29
oaire.citation.startPage1
oaire.citation.titleDigital Marketing Advanced in Tourism: Theoretical Bases and Applications
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameLopes
person.givenNameLuisa
person.identifier.ciencia-idE41C-366E-BE9E
person.identifier.orcid0000-0003-2039-0125
relation.isAuthorOfPublication4410123f-7cc3-4a8d-a596-4a08d1d13b5b
relation.isAuthorOfPublication.latestForDiscovery4410123f-7cc3-4a8d-a596-4a08d1d13b5b

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