Exploring the outcomes of digital marketing on historic sites' visitor behaviour
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/11110/2467 |
Resumo: | Purpose – Digital communication and social media have an increasing importance in society and in tourism boosting. This study aims to analyse the role of digital marketing in the destination image and visitor loyalty of historic sites. Design/methodology/approach – Using a mixed-method approach combining survey data from 318 respondents and three in-depth interviews. Using structural equations modelling results reveals experience, satisfaction, image and loyalty are concepts to be considered by the destinations’ digital marketing promotion, as well as the increasing use of digital marketing by tourists, in the sense that tourists are increasing the habit of checking the opinion of others before scheduling their trip and gives them more importance, and a growing importance is given by tourists to the web/social networks of places they intend to visit. Findings – This study contributes to the theory on tourism digital marketing which can be transposed to organizations management in order to encourage discussion on the processes of capture, retention and loyalty of target audiences. Research limitations/implications – To enhance the importance of digital marketing in the process of the tourist development of the city, it is fundamental to define a clear strategy for attracting and responding to the greatest demand from cultural tourists who are increasingly interested in actively participating in learning experiences. Practical implications – The results show that digital communication and social media have an increasing importance in society and in tourism boosting and economy recovery. Social implications – The paper presents digital marketing as a possible factor in tourism development and social inclusion, advancing practical measures aimed at social justice through a fairer distribution of tourism revenues and the defence of historic centre residents’ way (i.e. Barcelos’), and quality of life. Originality/value – The authors suggest the development of a strategic digital marketing plan applied to the development and promotion of tourism in the city of Barcelos (Portugal), to complement the research presented here, thus contributing with a more practical perspective of the subject under study. |
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Exploring the outcomes of digital marketing on historic sites' visitor behaviourDigital MarketingHistoric sites managementDestination MarketingDestination ImageVisitor LoyaltyPurpose – Digital communication and social media have an increasing importance in society and in tourism boosting. This study aims to analyse the role of digital marketing in the destination image and visitor loyalty of historic sites. Design/methodology/approach – Using a mixed-method approach combining survey data from 318 respondents and three in-depth interviews. Using structural equations modelling results reveals experience, satisfaction, image and loyalty are concepts to be considered by the destinations’ digital marketing promotion, as well as the increasing use of digital marketing by tourists, in the sense that tourists are increasing the habit of checking the opinion of others before scheduling their trip and gives them more importance, and a growing importance is given by tourists to the web/social networks of places they intend to visit. Findings – This study contributes to the theory on tourism digital marketing which can be transposed to organizations management in order to encourage discussion on the processes of capture, retention and loyalty of target audiences. Research limitations/implications – To enhance the importance of digital marketing in the process of the tourist development of the city, it is fundamental to define a clear strategy for attracting and responding to the greatest demand from cultural tourists who are increasingly interested in actively participating in learning experiences. Practical implications – The results show that digital communication and social media have an increasing importance in society and in tourism boosting and economy recovery. Social implications – The paper presents digital marketing as a possible factor in tourism development and social inclusion, advancing practical measures aimed at social justice through a fairer distribution of tourism revenues and the defence of historic centre residents’ way (i.e. Barcelos’), and quality of life. Originality/value – The authors suggest the development of a strategic digital marketing plan applied to the development and promotion of tourism in the city of Barcelos (Portugal), to complement the research presented here, thus contributing with a more practical perspective of the subject under study.Journal of Cultural Heritage Management and Sustainable Development2022-08-31T14:58:11Z2022-08-22T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/11110/2467oai:ciencipca.ipca.pt:11110/2467enghttps://doi.org/de Amorim, L.A., Sousa, B.B., Dias, Á.L. and Santos, V.R. (2022), "Exploring the outcomes of digital marketing on historic sites' visitor behaviour", Journal of Cultural Heritage Management and Sustainable Development, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCHMSD-11-2021-0202http://hdl.handle.net/11110/2467metadata only accessinfo:eu-repo/semantics/openAccessAmorim, LuziaSousa, BrunoDias, ÁlvaroSantos, Vascoreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-05T12:53:47Zoai:ciencipca.ipca.pt:11110/2467Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:02:43.493113Repositório 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 |
Exploring the outcomes of digital marketing on historic sites' visitor behaviour |
title |
Exploring the outcomes of digital marketing on historic sites' visitor behaviour |
spellingShingle |
Exploring the outcomes of digital marketing on historic sites' visitor behaviour Amorim, Luzia Digital Marketing Historic sites management Destination Marketing Destination Image Visitor Loyalty |
title_short |
Exploring the outcomes of digital marketing on historic sites' visitor behaviour |
title_full |
Exploring the outcomes of digital marketing on historic sites' visitor behaviour |
title_fullStr |
Exploring the outcomes of digital marketing on historic sites' visitor behaviour |
title_full_unstemmed |
Exploring the outcomes of digital marketing on historic sites' visitor behaviour |
title_sort |
Exploring the outcomes of digital marketing on historic sites' visitor behaviour |
author |
Amorim, Luzia |
author_facet |
Amorim, Luzia Sousa, Bruno Dias, Álvaro Santos, Vasco |
author_role |
author |
author2 |
Sousa, Bruno Dias, Álvaro Santos, Vasco |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Amorim, Luzia Sousa, Bruno Dias, Álvaro Santos, Vasco |
dc.subject.por.fl_str_mv |
Digital Marketing Historic sites management Destination Marketing Destination Image Visitor Loyalty |
topic |
Digital Marketing Historic sites management Destination Marketing Destination Image Visitor Loyalty |
description |
Purpose – Digital communication and social media have an increasing importance in society and in tourism boosting. This study aims to analyse the role of digital marketing in the destination image and visitor loyalty of historic sites. Design/methodology/approach – Using a mixed-method approach combining survey data from 318 respondents and three in-depth interviews. Using structural equations modelling results reveals experience, satisfaction, image and loyalty are concepts to be considered by the destinations’ digital marketing promotion, as well as the increasing use of digital marketing by tourists, in the sense that tourists are increasing the habit of checking the opinion of others before scheduling their trip and gives them more importance, and a growing importance is given by tourists to the web/social networks of places they intend to visit. Findings – This study contributes to the theory on tourism digital marketing which can be transposed to organizations management in order to encourage discussion on the processes of capture, retention and loyalty of target audiences. Research limitations/implications – To enhance the importance of digital marketing in the process of the tourist development of the city, it is fundamental to define a clear strategy for attracting and responding to the greatest demand from cultural tourists who are increasingly interested in actively participating in learning experiences. Practical implications – The results show that digital communication and social media have an increasing importance in society and in tourism boosting and economy recovery. Social implications – The paper presents digital marketing as a possible factor in tourism development and social inclusion, advancing practical measures aimed at social justice through a fairer distribution of tourism revenues and the defence of historic centre residents’ way (i.e. Barcelos’), and quality of life. Originality/value – The authors suggest the development of a strategic digital marketing plan applied to the development and promotion of tourism in the city of Barcelos (Portugal), to complement the research presented here, thus contributing with a more practical perspective of the subject under study. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-08-31T14:58:11Z 2022-08-22T00:00:00Z |
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/11110/2467 oai:ciencipca.ipca.pt:11110/2467 |
url |
http://hdl.handle.net/11110/2467 |
identifier_str_mv |
oai:ciencipca.ipca.pt:11110/2467 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://doi.org/de Amorim, L.A., Sousa, B.B., Dias, Á.L. and Santos, V.R. (2022), "Exploring the outcomes of digital marketing on historic sites' visitor behaviour", Journal of Cultural Heritage Management and Sustainable Development, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCHMSD-11-2021-0202 http://hdl.handle.net/11110/2467 |
dc.rights.driver.fl_str_mv |
metadata only access info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
metadata only access |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Journal of Cultural Heritage Management and Sustainable Development |
publisher.none.fl_str_mv |
Journal of Cultural Heritage Management and Sustainable Development |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799129897165127680 |