Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case

• Autor(a) principal: Dinis, Maria Gorete Ferreira
• Data de Publicação: 2012
• Outros Autores: Costa, Carlos Manuel, Pacheco, Osvaldo Manuel da Rocha
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/rtd.v1i17/18.12847

During the last years we have witnessed a large adoption and utilization of Internet, by enterprises and individuals. The fast development of Internet and its evolution to Web 2.0 make it more friendly and consequently with a higher usage potential. Therefore, it is increasingly more important for enterprises and organizations to have an online presence and engage the visitors. The organizations that are present in the Web, independently of the type of site and business they have, should use Web analytic tools such as Google Analytics as a source of statistical information for supporting decision. The aim of this paper is to present the Google Analytics tool, show the metrics and information you can get from such a tool when applied to the tourism sector. With that purpose, we have chosen the official Website of Alentejo region promotion as tourist destination - www.visitalentejo.pt. The data reports of the Google Analytics were analysed quantitatively and some conclusions were drawn. The findings show an important practical contribution for the knowledge of the visitor profile of the Turismo of Alentejo site, as well as for the definition of the online marketing strategy.