Advisor(s)
Abstract(s)
As redes sociais são uma fonte de informação, de
partilha de conteúdo e de experiências, por parte dos diversos
utilizadores, podendo condicionar a imagem criada de um destino,
favoravelmente ou não. A região do Douro Vinhateiro, Património
Mundial desde 2001, apresenta-se como um destino turístico por
excelência, pelos seus diversos atrativos. O objetivo principal do
estudo foi analisar a imagem que os turistas criam, através das
redes sociais, do Douro Vinhateiro como destino turístico. Assim,
aplicaram-se duas metodologias - qualitativa e quantitativa. Numa
primeira abordagem efetuou-se uma análise qualitativa a redes
sociais relativas à região do Alto Douro Vinhateiro e numa
segunda fase aplicou-se um questionário a turistas que visitaram
esta região. Os resultados demonstraram que a imagem da região
em estudo é formada por três dimensões principais: o Rio Douro,
as Vinhas e o vinho do Porto. Esta informação permite que os
principais players a operar nesta região possam promover a
mesma, considerando as experiências criadas e vividas ao nível
destas três dimensões.
Social networks are a source of information, content sharing and experiences, by the various users, and can condition the image created of a destination, favorably or not. The Douro Wine Region, World Heritage since 2001, presents itself as a tourist destination par excellence, for its various attractions. The main objective of the study was to analyze the image that tourists create, through social networks, of the Douro as a tourist destination. Thus, two methodologies were applied - qualitative and quantitative. In a first approach, a qualitative analysis was made to social networks related to the Alto Douro Wine Region and, in a second phase, a questionnaire was applied to tourists who visited this region. The results showed that the image of the region under study is formed by three main dimensions: the Douro River, the Vineyards, and Porto wine. This information allows the main players operating in this region to promote the region, considering the experiences created and lived in these three dimensions.
Social networks are a source of information, content sharing and experiences, by the various users, and can condition the image created of a destination, favorably or not. The Douro Wine Region, World Heritage since 2001, presents itself as a tourist destination par excellence, for its various attractions. The main objective of the study was to analyze the image that tourists create, through social networks, of the Douro as a tourist destination. Thus, two methodologies were applied - qualitative and quantitative. In a first approach, a qualitative analysis was made to social networks related to the Alto Douro Wine Region and, in a second phase, a questionnaire was applied to tourists who visited this region. The results showed that the image of the region under study is formed by three main dimensions: the Douro River, the Vineyards, and Porto wine. This information allows the main players operating in this region to promote the region, considering the experiences created and lived in these three dimensions.
Description
Keywords
Imagem do destino Redes sociais Alto Douro vinhateiro
Citation
Morais, Elisabete Paulo; Esteves, Elsa Tavares; Macedo, Cláudia (2022). Imagem do Douro vinhateiro através das redes sociais - perceção do visitante = Image of Douro wine region through social networks - visitor perception. In 17th Iberian Conference on Information Systems and Technologies, CISTI 2022. p.1-6. ISBN 978-989-33-3436-2
Publisher
IEEE