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The potential of digital marketing in the promotion of low-density territories: the case study of Mirandela municipality

2021Conference paper Restricted access
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dc.contributor.authorCunha, Manuela
dc.contributor.authorCorreia, Ricardo
dc.contributor.authorCarvalho, Aida
dc.date.accessioned2021-12-15T22:26:17Z
dc.date.available2021-12-15T22:26:17Z
dc.date.issued2021
dc.description.abstractInformation and communication technologies (ICT’S) have introduced a new form of society, the network society, with the paradigm based on digital marketing. This form of communication has constantly evolved due to its intensive study and the exponential increase in its use. The imposition of digital communication, together with social networks, becomes imperative for both organisations and territories to adjust their communication strategies in order to ensure the effectiveness of the messages conveyed. It is a very useful tool for tourist destinations marketing since it is able to materialize in itself many of the communication objectives: it stimulates the consumer’s relationship with the brand, generates buzz, attracts potential visitors, energizes the territories around an idea, encourages participation and promotes recommendation. Due to the specificity of low-density territories, digital marketing involves the consumer through instant messaging tools, facilitating the interaction between individuals, allowing the share of information (with great ease and speed) and encourage other visitors. In this work the digital presence of Mirandela (a small municipality located in the Northeast of Portugal), is analysed as well as its positioning and contents. For that purpose, data were collected in several digital channels of public and private entities. In this context and according the obtained results, it was clear that Mirandela does not prioritize the digitalpt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCunha, Manuela; Correia, Ricardo; Carvalho, Aida (2021). The potential of digital marketing in the promotion of low-density territories: the case study of Mirandela municipality. In First International Conference, ARTIIS. Springer. p. 695-708. ISBN 978-3-030-90240-7pt_PT
dc.identifier.doi10.1007/978-3-030-90241-4_53pt_PT
dc.identifier.isbn978-3-030-90240-7
dc.identifier.urihttp://hdl.handle.net/10198/24510
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringerpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectTourismpt_PT
dc.subjectDigital marketingpt_PT
dc.subjectLow-density territoriespt_PT
dc.subjectMirandelapt_PT
dc.titleThe potential of digital marketing in the promotion of low-density territories: the case study of Mirandela municipalitypt_PT
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.conferencePlaceEquadorpt_PT
oaire.citation.endPage708pt_PT
oaire.citation.startPage695pt_PT
oaire.citation.titleFirst International Conference, ARTIISpt_PT
person.familyNameCorreia
person.familyNameCarvalho
person.givenNameRicardo
person.givenNameAida
person.identifier2752542
person.identifier.ciencia-id8C10-37EE-796D
person.identifier.ciencia-id7A1B-FC39-9BC4
person.identifier.orcid0000-0002-0132-4002
person.identifier.orcid0000-0001-8997-9195
person.identifier.scopus-author-id37085131800
rcaap.rightsrestrictedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication99a2c38b-f63f-444f-809e-e3a9f73e732f
relation.isAuthorOfPublicationdab76b99-e1bd-4940-a307-e1b9a69ddd1b
relation.isAuthorOfPublication.latestForDiscoverydab76b99-e1bd-4940-a307-e1b9a69ddd1b

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