A communication plan for a portuguese travel agency: Portugal with
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/22976 |
Resumo: | Portugal With is a Portuguese travel agency founded in 2013 with the aim of providing a personalized and personal experience to its customers. It offers a wide range of trips with the support of several national and international operators. Taking into account the family origin of this company, spreading the word, has always been the main way of publicizing the brand. However, today's digital age and the pandemic situation that has existed for over a year have created a need to invest more in marketing, essentially digital, to increase brand awareness and intensify its presence with the target audience. In this way, a Communication Plan for the second half of 2021 was created in order to study the characteristics and behavior of the consumer in relation to the travel agency market and, thus, assist Portugal With, with a strategy that will achieve the above objectives mentioned. To develop this communication plan, the author first made use of a literature review, external analysis and internal analysis. In addition, she conducted an online survey and an interview with the person responsible for Portugal With, who provided a clear view of the brand and the characteristics of the target audience. As a result of this initial approach, the proposed Communication Plan resulted in a strategy that allows reaching the objectives defined with communication actions in order to improve the current promotional mix. |
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A communication plan for a portuguese travel agency: Portugal withCommunication planTourismPlano de comunicaçãoTurismoAgência de viagens -- Travel agencyPortugal With is a Portuguese travel agency founded in 2013 with the aim of providing a personalized and personal experience to its customers. It offers a wide range of trips with the support of several national and international operators. Taking into account the family origin of this company, spreading the word, has always been the main way of publicizing the brand. However, today's digital age and the pandemic situation that has existed for over a year have created a need to invest more in marketing, essentially digital, to increase brand awareness and intensify its presence with the target audience. In this way, a Communication Plan for the second half of 2021 was created in order to study the characteristics and behavior of the consumer in relation to the travel agency market and, thus, assist Portugal With, with a strategy that will achieve the above objectives mentioned. To develop this communication plan, the author first made use of a literature review, external analysis and internal analysis. In addition, she conducted an online survey and an interview with the person responsible for Portugal With, who provided a clear view of the brand and the characteristics of the target audience. As a result of this initial approach, the proposed Communication Plan resulted in a strategy that allows reaching the objectives defined with communication actions in order to improve the current promotional mix.A Portugal With é uma agência de viagens portuguesa fundada em 2013 com o objetivo de proporcionar uma experiência personalizada e pessoal aos seus clientes. Disponibiliza uma vasta oferta de viagens, contando com o apoio de vários operadores nacionais e internacionais. Tendo em conta a origem familiar desta empresa, o passa-palavra foi desde sempre o principal meio de divulgação da marca. No entanto, a era digital dos dias de hoje e a situação pandémica existente há mais de um ano, criaram uma necessidade de investir mais em marketing, essencialmente digital, para aumentar o reconhecimento da marca e intensificar a presença da mesma junto do público-alvo. Desta forma, foi criado um Plano de Comunicação para o segundo semestre de 2021, com o intuito de estudar as caraterísticas e comportamento do consumidor relativamente ao mercado das agências de viagens e desta forma, auxiliar a Portugal With com uma estratégia que permita atingir os objetivos acima mencionados. Para desenvolver este plano de comunicação, a autora recorreu primeiramente a uma revisão de literatura, análise externa e análise interna. Para além disso, realizou um questionário online e uma entrevista com a responsável pela Portugal With, que forneceram uma visão clara sobre a marca e as caraterísticas do público-alvo. Como consequência desta abordagem inicial resultou o Plano de Comunicação proposto em que se definiu uma estratégia que permite alcançar os objetivos definidos com ações de comunicação, de forma a melhorar o mix promocional atual.2021-07-28T10:04:32Z2021-06-28T00:00:00Z2021-06-282021-06info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/22976TID:202735613engAlmeida, Ana Sofia Ferreira deinfo: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:RCAAP2023-11-09T17:59:34Zoai:repositorio.iscte-iul.pt:10071/22976Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:31:18.236067Repositório 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 |
A communication plan for a portuguese travel agency: Portugal with |
title |
A communication plan for a portuguese travel agency: Portugal with |
spellingShingle |
A communication plan for a portuguese travel agency: Portugal with Almeida, Ana Sofia Ferreira de Communication plan Tourism Plano de comunicação Turismo Agência de viagens -- Travel agency |
title_short |
A communication plan for a portuguese travel agency: Portugal with |
title_full |
A communication plan for a portuguese travel agency: Portugal with |
title_fullStr |
A communication plan for a portuguese travel agency: Portugal with |
title_full_unstemmed |
A communication plan for a portuguese travel agency: Portugal with |
title_sort |
A communication plan for a portuguese travel agency: Portugal with |
author |
Almeida, Ana Sofia Ferreira de |
author_facet |
Almeida, Ana Sofia Ferreira de |
author_role |
author |
dc.contributor.author.fl_str_mv |
Almeida, Ana Sofia Ferreira de |
dc.subject.por.fl_str_mv |
Communication plan Tourism Plano de comunicação Turismo Agência de viagens -- Travel agency |
topic |
Communication plan Tourism Plano de comunicação Turismo Agência de viagens -- Travel agency |
description |
Portugal With is a Portuguese travel agency founded in 2013 with the aim of providing a personalized and personal experience to its customers. It offers a wide range of trips with the support of several national and international operators. Taking into account the family origin of this company, spreading the word, has always been the main way of publicizing the brand. However, today's digital age and the pandemic situation that has existed for over a year have created a need to invest more in marketing, essentially digital, to increase brand awareness and intensify its presence with the target audience. In this way, a Communication Plan for the second half of 2021 was created in order to study the characteristics and behavior of the consumer in relation to the travel agency market and, thus, assist Portugal With, with a strategy that will achieve the above objectives mentioned. To develop this communication plan, the author first made use of a literature review, external analysis and internal analysis. In addition, she conducted an online survey and an interview with the person responsible for Portugal With, who provided a clear view of the brand and the characteristics of the target audience. As a result of this initial approach, the proposed Communication Plan resulted in a strategy that allows reaching the objectives defined with communication actions in order to improve the current promotional mix. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-07-28T10:04:32Z 2021-06-28T00:00:00Z 2021-06-28 2021-06 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/22976 TID:202735613 |
url |
http://hdl.handle.net/10071/22976 |
identifier_str_mv |
TID:202735613 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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 |
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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1799134874757496832 |