Publication
Fundamentals of a Digital Marketing Plan for a Tourism Infrastructure in Alentejo
| dc.contributor.author | Popova, Mariia | |
| dc.contributor.author | Fonseca, Manuel José | |
| dc.contributor.author | Garcia, Jorge Esparteiro | |
| dc.contributor.author | Andrade, José Gabriel | |
| dc.date.accessioned | 2025-02-11T16:46:48Z | |
| dc.date.available | 2025-02-11T16:46:48Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | 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. | pt_PT |
| dc.description.sponsorship | This work is supported by the Fundação para a Ciência e Tecnologia (FCT) under the project number UIDB/04752/2020. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.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. | pt_PT |
| dc.identifier.doi | 10.1007/978-3-031-45651-0_7 | pt_PT |
| dc.identifier.isbn | 978-3-031-45650-3 | |
| dc.identifier.uri | http://hdl.handle.net/10198/31177 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | Springer Nature | pt_PT |
| dc.relation | Applied Management Research Unit | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Tourism | pt_PT |
| dc.subject | Digital marketing plan | pt_PT |
| dc.subject | Marketing strategy | pt_PT |
| dc.title | Fundamentals of a Digital Marketing Plan for a Tourism Infrastructure in Alentejo | pt_PT |
| dc.type | conference paper | |
| dspace.entity.type | Publication | |
| oaire.awardTitle | Applied Management Research Unit | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04752%2F2020/PT | |
| oaire.citation.endPage | 70 | pt_PT |
| oaire.citation.startPage | 61 | pt_PT |
| oaire.citation.title | 11th World Conference on Information Systems and Technologies (WorldCIST 2023) | pt_PT |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | conferenceObject | pt_PT |
| relation.isProjectOfPublication | db81737a-fcb8-4cd9-b025-f7465790c52b | |
| relation.isProjectOfPublication.latestForDiscovery | db81737a-fcb8-4cd9-b025-f7465790c52b |
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