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Advisor(s)
Abstract(s)
The image of a tourist destination is a strong antecedent of the behavioral intention of
tourists, such as the intention to visit/revisit the destination or to recommend others to visit.
Therefore, different tourist organizations try to create a robust image for their destinations
that helps them to differentiate themselves from others to become competitive. The Douro
Wine Region, World Heritage Site since 2001, presents itself as a tourist destination par
excellence, for its various attractions. Thus, this exploratory study aims to analyze the
presence in social networks of the destination Douro Vinhateiro and identify the dimensions
of the destination image. To this end, a work was developed according to the mixed research
model; two methodological approaches were adopted - qualitative and quantitative. As a data
collection method, in a first phase, the documental analysis was chosen, followed by a
qualitative analysis of websites and 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 the City of Porto. Tourists also point to these three
dimensions as the main factors associated with this region.
Description
Keywords
Tourism Destination image Social networks Alto Douro wine region
Citation
Esteves, Elsa Tavares; Morais, Elisabete Paulo; Macedo, Cláudia (2022). Visitors’ perception image of the Douro demarcated region through social networks. Journal of Internet Social Networking & Virtual Communities. ISSN 2166-0794. 2022, p. 1-18
Publisher
IBIMA