| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.36 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
As tecnologias de informação e comunicação (TIC’s) vieram introduzir uma nova forma de sociedade, ou seja, a sociedade em rede, sendo por isso cada vez mais, alvo de pesquisas e estudos. O aumento exponencial da utilização de redes sociais e outras ferramentas de comunicação digital, ampliou significativamente os horizontes da comunicação, na medida em que alterou de forma considerável a forma como as organizações ou destinos turísticos divulgam, promovem e distribuem os seus produtos/serviços. Os territórios de baixa densidade, são por norma locais associados a inúmeras carências, tanto a nível demográfico, como económico e social. Assim sendo, e muito mais do que qualquer outro tipo de destino, estas regiões poderiam beneficiar, significativamente, destas ferramentas para potenciar o seu desenvolvimento, aumentar a visibilidade, alcançar novos mercados e atrair investimentos, melhorando, por consequência, a qualidade de vida da população residente. Posto isto, o objetivo da investigação passa por avaliar a presença online de três territórios de baixa densidade (Macedo de Cavaleiros, Mirandela e Vila Nova de Foz Côa) de forma a compreender as diferentes estratégias de comunicação utilizadas por cada um deles, tendo em conta o alinhamento existente entre as entidades públicas e privadas de cada município, individualmente. Neste âmbito, recorreu-se a uma abordagem de metodologia qualitativa, legitimada através da utilização da análise descritiva e entrevistas, a um conjunto de entidades dos setores público e privado, de cada um dos municípios. Os resultados obtidos demonstraram que os municípios em estudo, se encontram longe do potencial das possibilidades geradas pelos canais digitais, tendo sido sugeridas algumas reformulações nas suas estratégias de atuação com vista à sua melhoria.
Information and communication technologies (ICT's) have introduced a new form of society, i.e., the network society, being therefore increasingly the target of research and studies. The exponential increase in the use of social networks and other digital communication tools, has significantly expanded the horizons of communication, in that it has considerably changed the way organizations or tourist destinations disclose, promote, and distribute their products/services. The territories of low density are usually places associated with numerous shortcomings, both demographically, as economic, and social. Therefore, and much more than any other type of destination, these regions could significantly benefit from these tools to enhance their development, increase visibility, reach new markets, and attract investments, consequently improving the quality of life of the resident population. Therefore, the aim of this research is to evaluate the online presence of three low density territories (Macedo de Cavaleiros, Mirandela and Vila Nova de Foz Côa) in order to understand the different communication strategies used by each of them, taking into account the alignment between public and private entities of each municipality individually. In this context, a qualitative methodology approach was used, legitimised through the use of descriptive analysis and interviews, to a set of entities from the public and private sectors, from each of the municipalities. The results obtained showed that the municipalities under study are far from the potential of the possibilities generated by digital channels, having been suggested some reformulations in their action strategies in order to improve them.
Information and communication technologies (ICT's) have introduced a new form of society, i.e., the network society, being therefore increasingly the target of research and studies. The exponential increase in the use of social networks and other digital communication tools, has significantly expanded the horizons of communication, in that it has considerably changed the way organizations or tourist destinations disclose, promote, and distribute their products/services. The territories of low density are usually places associated with numerous shortcomings, both demographically, as economic, and social. Therefore, and much more than any other type of destination, these regions could significantly benefit from these tools to enhance their development, increase visibility, reach new markets, and attract investments, consequently improving the quality of life of the resident population. Therefore, the aim of this research is to evaluate the online presence of three low density territories (Macedo de Cavaleiros, Mirandela and Vila Nova de Foz Côa) in order to understand the different communication strategies used by each of them, taking into account the alignment between public and private entities of each municipality individually. In this context, a qualitative methodology approach was used, legitimised through the use of descriptive analysis and interviews, to a set of entities from the public and private sectors, from each of the municipalities. The results obtained showed that the municipalities under study are far from the potential of the possibilities generated by digital channels, having been suggested some reformulations in their action strategies in order to improve them.
Description
Keywords
Turismo Marketing Comunicação digital Territórios de baixa densidade