Digital tourism marketing: Case study of the campaign Can’t Skip Portugal

Detalhes bibliográficos
Autor(a) principal: Parreira, Catarina
Data de Publicação: 2021
Outros Autores: Fernandes, Adriana Lopes, Alturas, Bráulio
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/11144/6785
Resumo: The theme of this study is the analysis of the advertising campaign "Can’t Skip Portugal" launched in 2017 by Tourism of Portugal, which the main objective was to show all the regions of the country, covering not only the most known areas but also to promote other areas of the country, showcasing Portugal as a potential destination for tourists. The objective of the study is to understand how this kind of Digital Marketing can be sufficiently appealing and arouse in-terest in the viewers. To reach the proposed objective, a qualitative research of descriptive type was carried out. Throughout this study it was possible to have a better understanding of the benefits of Digital Marketing. It could be con-cluded that the advertising campaign “Can’t Skip Portugal” achieved its pro-posed goals, involving and influencing the target audience in the choice of Portugal as a touristic destination.
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spelling Digital tourism marketing: Case study of the campaign Can’t Skip PortugalDigital marketingTourismCan’t Skip PortugalYouTubeSocial networksAdvertisingVideoThe theme of this study is the analysis of the advertising campaign "Can’t Skip Portugal" launched in 2017 by Tourism of Portugal, which the main objective was to show all the regions of the country, covering not only the most known areas but also to promote other areas of the country, showcasing Portugal as a potential destination for tourists. The objective of the study is to understand how this kind of Digital Marketing can be sufficiently appealing and arouse in-terest in the viewers. To reach the proposed objective, a qualitative research of descriptive type was carried out. Throughout this study it was possible to have a better understanding of the benefits of Digital Marketing. It could be con-cluded that the advertising campaign “Can’t Skip Portugal” achieved its pro-posed goals, involving and influencing the target audience in the choice of Portugal as a touristic destination.Springer Singapore2024-02-19T16:22:50Z2021-01-01T00:00:00Z2021info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/11144/6785eng2190-302610.1007/978-981-33-4183-8_61Parreira, CatarinaFernandes, Adriana LopesAlturas, Bráulioinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-22T01:45:27Zoai:repositorio.ual.pt:11144/6785Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:10:43.828864Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
title Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
spellingShingle Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
Parreira, Catarina
Digital marketing
Tourism
Can’t Skip Portugal
YouTube
Social networks
Advertising
Video
title_short Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
title_full Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
title_fullStr Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
title_full_unstemmed Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
title_sort Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
author Parreira, Catarina
author_facet Parreira, Catarina
Fernandes, Adriana Lopes
Alturas, Bráulio
author_role author
author2 Fernandes, Adriana Lopes
Alturas, Bráulio
author2_role author
author
dc.contributor.author.fl_str_mv Parreira, Catarina
Fernandes, Adriana Lopes
Alturas, Bráulio
dc.subject.por.fl_str_mv Digital marketing
Tourism
Can’t Skip Portugal
YouTube
Social networks
Advertising
Video
topic Digital marketing
Tourism
Can’t Skip Portugal
YouTube
Social networks
Advertising
Video
description The theme of this study is the analysis of the advertising campaign "Can’t Skip Portugal" launched in 2017 by Tourism of Portugal, which the main objective was to show all the regions of the country, covering not only the most known areas but also to promote other areas of the country, showcasing Portugal as a potential destination for tourists. The objective of the study is to understand how this kind of Digital Marketing can be sufficiently appealing and arouse in-terest in the viewers. To reach the proposed objective, a qualitative research of descriptive type was carried out. Throughout this study it was possible to have a better understanding of the benefits of Digital Marketing. It could be con-cluded that the advertising campaign “Can’t Skip Portugal” achieved its pro-posed goals, involving and influencing the target audience in the choice of Portugal as a touristic destination.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-01T00:00:00Z
2021
2024-02-19T16:22:50Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/11144/6785
url http://hdl.handle.net/11144/6785
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2190-3026
10.1007/978-981-33-4183-8_61
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Springer Singapore
publisher.none.fl_str_mv Springer Singapore
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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