Does digital marketing really boost city tourism? Evidences from Porto’s experience
Autor(a) principal: | |
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Data de Publicação: | 2017 |
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/10400.14/33995 |
Resumo: | Purpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted. |
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Does digital marketing really boost city tourism? Evidences from Porto’s experienceO Marketing Digital realmente impulsiona o turismo na cidade? Evidências da experiência do PortoDigital marketingTourist destinationOnline promotionPortoMarketing digitalDestino turísticoPromoção onlinePurpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted.Resumo Objetivos: Este artigo analisa a estratégia de marketing digital da Cidade do Porto, com o objetivo de fornecer uma contribuição teórica e prática sobre a importância das ferramentas de marketing digital para promover destinos turísticos. Metodologia: O presente estudo aplica a metodologia de estudo de caso usando dois conjuntos de dados: (1) entrevistas semiestruturadas focadas foram realizadas com turistas e atores-chave na promoção do Porto como destino turístico; (2) informações disponíveis nos sites oficiais das entidades de gestão “Porto Destination”. Propõe-se um modelo de Search Engine Marketing e publicidade gráfica aplicada ao turismo. Resultados: descobrimos que essas são ferramentas muito eficazes para atrair tráfego para os sites de destino e que provavelmente explicam com êxito a eficiência da promoção on-line de um local. Outro resultado relevante é a importância da customização, que pode ser alcançada através da qualificação dos usuários e dos dados coletados sobre suas preferências, através de redes sociais e feedback. Originalidade/valor: A originalidade do estudo decorre da adoção dos determinantes teóricos utilizados, do modelo de análise proposto e dos diferentes corpos teóricos de onde os construtos e as relações foram extraídos. Dessa forma, o artigo fornece uma nova maneira de abordar o problema de comercializar um destino turístico. Limitações: Devido à dificuldade de motivar os turistas a participar das entrevistas, a principal limitação do estudo é o número de entrevistas realizadas.Veritati - Repositório Institucional da Universidade Católica PortuguesaCastro, Sandra RaquelSilva, Susana Costa eDuarte, Paulo2021-06-25T16:33:52Z20172017-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/33995eng2183-5594info: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:RCAAP2023-07-12T17:39:29Zoai:repositorio.ucp.pt:10400.14/33995Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:27:30.951508Repositório 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 |
Does digital marketing really boost city tourism? Evidences from Porto’s experience O Marketing Digital realmente impulsiona o turismo na cidade? Evidências da experiência do Porto |
title |
Does digital marketing really boost city tourism? Evidences from Porto’s experience |
spellingShingle |
Does digital marketing really boost city tourism? Evidences from Porto’s experience Castro, Sandra Raquel Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
title_short |
Does digital marketing really boost city tourism? Evidences from Porto’s experience |
title_full |
Does digital marketing really boost city tourism? Evidences from Porto’s experience |
title_fullStr |
Does digital marketing really boost city tourism? Evidences from Porto’s experience |
title_full_unstemmed |
Does digital marketing really boost city tourism? Evidences from Porto’s experience |
title_sort |
Does digital marketing really boost city tourism? Evidences from Porto’s experience |
author |
Castro, Sandra Raquel |
author_facet |
Castro, Sandra Raquel Silva, Susana Costa e Duarte, Paulo |
author_role |
author |
author2 |
Silva, Susana Costa e Duarte, Paulo |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Castro, Sandra Raquel Silva, Susana Costa e Duarte, Paulo |
dc.subject.por.fl_str_mv |
Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
topic |
Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
description |
Purpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017 2017-01-01T00:00:00Z 2021-06-25T16:33:52Z |
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/10400.14/33995 |
url |
http://hdl.handle.net/10400.14/33995 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
2183-5594 |
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.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 |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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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