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Digital marketing and user-generated content: a case study of Vidago Palace Hotel

2022Conference paper Restricted access
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dc.contributor.authorClara, Irina
dc.contributor.authorPaiva, Teresa
dc.contributor.authorMorais, Elisabete Paulo
dc.date.accessioned2022-04-19T13:02:49Z
dc.date.available2022-04-19T13:02:49Z
dc.date.issued2022
dc.description.abstractDigital marketing is essential for hotels. It is important to have a social media strategy and, simultaneously, to be aware of the guests’ opinions and reviews, be conscious of their satisfaction. In this sense, the content, and interactions of the different social media of Vidago Palace Hotel were analysed, and some suggestions for improvement were given. On the other hand, the hotel reviews in the main online review platforms were analysed, to understand the level of guest satisfaction. The results show that there should be more care at the social media strategy level, posting with more frequency.However, the reviews are excellent, which shows that the quality of service provided by the hotel. The exploratory nature of the study is one of its limitations, added by the fact that is based on a specific date that analysed its last 10 publications.pt_PT
dc.description.sponsorshipUNIAG, R&D unit funded by the FCT—Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education. UIDB/04752/2020.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationClara, Irina; Paiva, Teresa; Morais, Elisabete Paulo (2022). Digital marketing and user-generated content: a case study of Vidago Palace Hotel. In Smart Innovation, Systems and Technologies: Proceedings of ICMarkTech 2021, Vol. 1. Singapore: Springer Nature, p. 451-462. ISBN 978-981-16-9267-3pt_PT
dc.identifier.doi10.1007/978-981-16-9268-0_38pt_PT
dc.identifier.isbn978-981-16-9267-3
dc.identifier.isbn978-981-16-9268-0
dc.identifier.urihttp://hdl.handle.net/10198/25386
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer Naturept_PT
dc.relationApplied Management Research Unit
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectDigital marketingpt_PT
dc.subjectSocial mediapt_PT
dc.subjectOnline review platformspt_PT
dc.subjectUser-generated contentpt_PT
dc.subjectHotelpt_PT
dc.titleDigital marketing and user-generated content: a case study of Vidago Palace Hotelpt_PT
dc.typeconference paper
dspace.entity.typePublication
oaire.awardTitleApplied Management Research Unit
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04752%2F2020/PT
oaire.citation.titleMarketing and Smart Technologiespt_PT
oaire.citation.volume279pt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameMorais
person.givenNameElisabete Paulo
person.identifier.ciencia-id541E-1263-2337
person.identifier.orcid0000-0002-1923-2341
person.identifier.ridW-1757-2017
person.identifier.scopus-author-id27568052000
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsrestrictedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
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relation.isAuthorOfPublication.latestForDiscoveryc6069fe0-efad-4db2-ad02-5dc1407ac851
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relation.isProjectOfPublication.latestForDiscoverydb81737a-fcb8-4cd9-b025-f7465790c52b

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