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Abstract(s)
O Turismo Rural surge como um produto turístico distinto e único, capaz de atrair turistas para as áreas rurais, tornando-se num fator crucial para o seu desenvolvimento económico. Neste sentido, as empresas que atuam neste setor devem ter noção de que as estratégias e ferramentas de marketing digital podem determinar o sucesso das mesmas, pelo que estas empresas devem também adaptar-se à própria evolução do marketing digital, das suas tendências, e das suas ferramentas.
Os territórios de baixa densidade, apresentam uma elevada predisposição à existência de carências, tanto a nível demográfico como económico, pelo que para estas regiões o recurso às ferramentas de marketing digital torna-se benéfico, visto que possibilita o desenvolvimento do próprio mundo rural, atraindo população mais jovem, possibilitando também o alcance a novos mercados, como sendo o mercado turístico internacional, e melhorando a qualidade de vida da população que aí reside. Assim, torna-se pertinente analisar e avaliar a presença digital das empresas ligadas ao setor do Turismo no Espaço Rural, especificamente aplicado ao caso das Terras de Trás-os-Montes, por se tratar, naturalmente, de uma área rural.
Neste sentido, o objetivo principal da investigação é analisar a utilização do marketing digital na promoção dos empreendimentos de Turismo no Espaço Rural, da NUT III – Terras de Trás-os-Montes. Assim, para que fosse possível cumprir com os objetivos definidos para a presente investigação, recorreu-se a uma metodologia qualitativa, aplicando a análise descritiva, procurando obter dados a partir dos diversos canais digitais utilizados pelos empreendimentos em estudo, nomeadamente o Facebook, o Instagram e o website, e realizando, adicionalmente, entrevistas semiestruturadas aos dirigentes dos empreendimentos.
Face aos resultados obtidos, verifica-se que, na sua generalidade, as empresas em estudo estão aquém de explorar o potencial das várias ferramentas de marketing digital, tendo sido identificadas algumas lacunas naquilo que se refere aos seus websites e ao tipo de conteúdo que promovem nas suas redes sociais. Adicionalmente, verificou-se que o Facebook é a rede social mais priorizada para promover o seu empreendimento, ainda que as várias entidades apostem também no Instagram. Através das entrevistas, foi possível verificar que as entidades reconhecem o marketing digital como uma ferramenta essencial para a sobrevivência do seu negócio, e que quanto mais investirem nesta ferramenta, melhores resultados obterão.
Rural Tourism emerges as a distinct and unique tourist product, capable of attracting tourists to rural areas, becoming a crucial factor for their economic development. In this sense, companies operating in this sector must be aware that digital marketing strategies and tools can determine their success, so these companies must also adapt to the evolution of digital marketing, its trends, and your tools. Low-density territories present a high predisposition to the existence of needs, both at a demographic and economic level, so for these regions the use of digital marketing tools becomes beneficial, as it enables the development of the rural world itself, attracting younger population, also making it possible to reach new markets, such as the international tourist market, and improving the quality of life of the population that resides there. Therefore, it becomes pertinent to analyze and evaluate the digital presence of companies linked to the Tourism sector in Rural Spaces, specifically applied to the case of Terras de Trás-os-Montes, as it is, naturally, a rural area. In this sense, the main objective of the investigation is to analyze the use of digital marketing in promoting Rural Tourism enterprises, from NUT III – Terras de Trás-os-Montes. Therefore, in order to achieve the objectives defined for this investigation, a qualitative methodology was used, applying descriptive analysis, seeking to obtain data from the various digital channels used by the enterprises under study, namely Facebook, Instagram and the website, and additionally carrying out semi-structured interviews with the managers of the enterprises. In view of the results obtained, it appears that, in general, the companies under study are falling short of exploiting the potential of the various digital marketing tools, with some gaps having been identified in terms of their websites and the type of content they promote. on your social networks. Additionally, it was found that Facebook is the most prioritized social network to promote your business, even though various entities also invest in Instagram. Through the interviews, it was possible to verify that entities recognize digital marketing as an essential tool for the survival of their business, and that the more they invest in this tool, the better results they will obtain.
Rural Tourism emerges as a distinct and unique tourist product, capable of attracting tourists to rural areas, becoming a crucial factor for their economic development. In this sense, companies operating in this sector must be aware that digital marketing strategies and tools can determine their success, so these companies must also adapt to the evolution of digital marketing, its trends, and your tools. Low-density territories present a high predisposition to the existence of needs, both at a demographic and economic level, so for these regions the use of digital marketing tools becomes beneficial, as it enables the development of the rural world itself, attracting younger population, also making it possible to reach new markets, such as the international tourist market, and improving the quality of life of the population that resides there. Therefore, it becomes pertinent to analyze and evaluate the digital presence of companies linked to the Tourism sector in Rural Spaces, specifically applied to the case of Terras de Trás-os-Montes, as it is, naturally, a rural area. In this sense, the main objective of the investigation is to analyze the use of digital marketing in promoting Rural Tourism enterprises, from NUT III – Terras de Trás-os-Montes. Therefore, in order to achieve the objectives defined for this investigation, a qualitative methodology was used, applying descriptive analysis, seeking to obtain data from the various digital channels used by the enterprises under study, namely Facebook, Instagram and the website, and additionally carrying out semi-structured interviews with the managers of the enterprises. In view of the results obtained, it appears that, in general, the companies under study are falling short of exploiting the potential of the various digital marketing tools, with some gaps having been identified in terms of their websites and the type of content they promote. on your social networks. Additionally, it was found that Facebook is the most prioritized social network to promote your business, even though various entities also invest in Instagram. Through the interviews, it was possible to verify that entities recognize digital marketing as an essential tool for the survival of their business, and that the more they invest in this tool, the better results they will obtain.
Description
Keywords
Turismo rural Marketing digital Social media Turismo no espaço rural Marketing de conteúdo