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

Detalhes bibliográficos
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: http://hdl.handle.net/10773/38921
Resumo: 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 officialWebsite 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.
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spelling Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination caseGoogle AnalyticsWeb analyticsSite visitor behaviourTourism promotionOnline marketingDuring 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 officialWebsite 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.Durante os últimos anos temos assistido a uma grande adoção e utilização da Internet pelas empresas e indivíduos. O rápido desenvolvimento da Internet e a sua evolução para Web 2.0 tornou-a mais amigável e consequentemente com um maior potencial de utilização. Portanto, é cada vez mais importante para as empresas e organizações ter uma presença online e atrair visitantes. As organizações que estão presentes na Web, independentemente do tipo de site e do ramo de negócio, devem usar ferramentas de Web Analytics, tais como o Google Analytics como fonte de informação estatística para apoio à decisão. O objetivo deste trabalho é apresentar a ferramenta Google Analytics, mostrar a informação e os indicadores que podem obter-se a partir de uma ferramenta deste tipo quando aplicado ao setor do Turismo. Com este propósito, escolhe-se o site oficial de promoção turística da região do Alentejo “www.visitalentejo.pt”. Os dados dos relatórios do Google Analytics foram analisados quantitativamente e retiradas ilações. Os resultados apresentam uma importante contribuição prática para o conhecimento do perfil do visitante do site da Turismo do Alentejo, bem como formas de melhorar a sua estratégia de marketing online.DEGEIT - Universidade de Aveiro2023-07-24T08:34:19Z2012-01-01T00:00:00Z2012-01-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10773/38921eng1645-926110.34624/rtd.v1i17/18.12847Dinis, Maria Gorete FerreiraCosta, Carlos ManuelPacheco, Osvaldo Manuel da Rochainfo: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:RCAAP2024-02-22T12:16:04Zoai:ria.ua.pt:10773/38921Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:09:13.603971Repositório 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 Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case
title Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case
spellingShingle Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case
Dinis, Maria Gorete Ferreira
Google Analytics
Web analytics
Site visitor behaviour
Tourism promotion
Online marketing
title_short Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case
title_full Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case
title_fullStr Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case
title_full_unstemmed Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case
title_sort Google Analytics as a tool for understanding visitors behaviour: the website of Alentejo as a tourist destination case
author Dinis, Maria Gorete Ferreira
author_facet Dinis, Maria Gorete Ferreira
Costa, Carlos Manuel
Pacheco, Osvaldo Manuel da Rocha
author_role author
author2 Costa, Carlos Manuel
Pacheco, Osvaldo Manuel da Rocha
author2_role author
author
dc.contributor.author.fl_str_mv Dinis, Maria Gorete Ferreira
Costa, Carlos Manuel
Pacheco, Osvaldo Manuel da Rocha
dc.subject.por.fl_str_mv Google Analytics
Web analytics
Site visitor behaviour
Tourism promotion
Online marketing
topic Google Analytics
Web analytics
Site visitor behaviour
Tourism promotion
Online marketing
description 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 officialWebsite 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.
publishDate 2012
dc.date.none.fl_str_mv 2012-01-01T00:00:00Z
2012-01-01
2023-07-24T08:34:19Z
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/10773/38921
url http://hdl.handle.net/10773/38921
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1645-9261
10.34624/rtd.v1i17/18.12847
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 DEGEIT - Universidade de Aveiro
publisher.none.fl_str_mv DEGEIT - Universidade de Aveiro
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
repository.mail.fl_str_mv
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