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Publication
Fundamentals of a Digital Marketing Plan for a Tourism Infrastructure in Alentejo
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Advisor(s)
Abstract(s)
There is no doubt that tourism benefits Portugal’s economy. The area
should be able to better target the market for its travel and tourist products and
increase its performance with the use of a marketing strategy, especially in a field
where global competition is always increasing. This digital marketing plan seeks
to analyze the strengths and limitations of the Portuguese region in its target markets,
as well as the most current advancements in the global travel and tourism
sector. In this work, it is conducted an analysis of both micro and macro environments
of Casa Pereirinha. In addition, it was created a marketing mix based on the
7P’s. Furthermore, the work provides the prospective avenues for product growth
and marketing following the markets’ stated growth objectives. This project comprises
creating a comprehensive digital marketing strategy for Casa Pereirinha as
a significant example of the region’s tourism business, and the primary purpose is
to conserve its past, while developing a new strategy.
Description
Keywords
Tourism Digital marketing plan Marketing strategy
Pedagogical Context
Citation
Popova, Mariia; Fonseca, Manuel José; Garcia, Jorge Esparteiro; Andrade, José Gabriel (2024). Fundamentals of a Digital Marketing Plan for a Tourism Infrastructure in Alentejo. In 11th World Conference on Information Systems and Technologies (WorldCIST 2023). Cham: Springer Nature, p. 61-70. ISBN 978-3-031-45650-3.
Publisher
Springer Nature