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- Advances in tourism, technology and systems: selected papers from ICOTTS 2024, Volume 2Publication . Abreu, António; Carvalho, João Vidal; Liberato, Dália; Castanho, Rui AlexandreThis book features a collection of high-quality research papers presented at the International Conference on Tourism, Technology and Systems (ICOTTS 2024), held at University of Madeira, Portugal, from 30 to 31 October 2024. The book is divided into two volumes, and it covers the areas of technology in tourism and the tourist experience, generations and technology in tourism, digital marketing applied to tourism and travel, mobile technologies applied to sustainable tourism, information technologies in tourism, digital transformation of tourism business, e-tourism and tourism 2.0, big data and management for travel and tourism, geotagging and tourist mobility, smart destinations, robotics in tourism, and information systems and technologies.
- Digital marketing of tourism destinations: the case of LisbonPublication . Castro-Neves, Elisa; Soares, Beatriz; Mokdisse, Cláudia; Silva, CândidaThere is now a widespread recognition that the Web is the privileged place to search for and gather information in a wide variety of fields, as well as for consumers to share information about their experiences and interactions with brands, products and services. Moreover, it is increasingly important to realize that today digital communication is not completely controlled by the organization, there is a lot of content produced and shared by consumers, so their experience and involvement with the brand is crucial for the reputation and recognition of organizations on a global level. Tourism, particularly the management and promotion of tourist destinations, is no exception to this reality, so implementing an appropriate digital marketing strategy is essential for success in an increasingly global and competitive world, specially to create a strong digital brand. The aim of this work is to study the digital marketing strategies of the city of Lisbon. For that, it was analysed the social media networks Instagram and Facebook, and the official website, of Lisbon Regional Tourism Authority. Therefore, it was carried out a quantitative study to the social networks by analysing the official hashtags used through the platform Apify, and of the website using the framework proposed in the literature by Martinez-Sala et. al. In addition, it was conducted a qualitative study on 463 social media posts and to the website using the Access Monitor tool. The results shows that most of the posts using the hashtag #VisitLisbon are from Portuguese users and from companies, and that Instagram is much more used, which reveals that Portuguese companies are promoting the region, when promoting themselves, and for a younger audience. The website has a very attractive design and is coherent with social networks, but it has some weaknesses in terms of navigability and usability, as well as accessibility. In this sense, the digital marketing of the Lisbon region should be worked on so that tourists become its allies in promoting the destination.
- Preface "Advances in tourism, technology and systems: selected papers from ICOTTS 2024, Volume 2"Publication . Abreu, António; Carvalho, João Vidal; Liberato, Dália; Castanho, Rui Alexandre
- A preliminary perspective on motivations in literary tourism: an exploratory study in Northern PortugalPublication . Sousa, Bruno; Liberato, Pedro; Pereira, Carina; Rodrigues, Cristina; Costa, Adriano; Malheiro, Alexandra; Carvalho, Pedro; Esteves, Elsa; Liberato, Dália; Liberato, DáliaLiterary tourism includes moments and visits to places related to literary works and their writers and is categorized as cultural tourism. The motivation of literary tourists can vary between the desire to find some intellectual exchange in these spaces or an interest in expressing their admiration, the desire to honor writers, their work or literature. The purpose of this chapter is to understand the specific motivations of literary tourism consumers in the northern region of Portugal. The main push and pull motivations of literary consumers in the study region are presented. A questionnaire was administered to tourist consumers between July and October 2023. A total of 301 responses were received, 191 from domestic visitors and 110 from foreign visitors. Authors hope to contribute to the promotion of tourism policies geared toward the development of new products and experiences, based on the identity and specificities of the different territories involved, with relevant authors and works. From an interdisciplinary perspective, the chapter presents insights for literary tourism, marketing strategy and regional development.
- Social marketing and integration of refugees: an approach to the municipalities in Portuguese contextPublication . Serra, Catarina Carvalho; Sousa, Bruno; Liberato, DáliaNever in the history of mankind have we seen such high levels of migratory flows resulting from forced displacement. In this work, we intend to highlight the role of the municipalities that form the Quadrilátero Urbano: Barcelos, Braga, Guimarães and Vila Nova de Famalicão, in the integration of Ukrainian refugee citizens. Therefore, our purpose is to assess how municipalities use social marketing tools and strategies in the process of integrating refugees from Ukraine. Conceived as a multiple case study, this investigation uses a literature review on social marketing, the application of semi-structured interviews with municipal stakeholders and the analysis of existing content on municipalities’ web pages and social networks, in order to identify social marketing tools and strategies used by these municipal entities. The results obtained suggest that municipalities make use of marketing tools but have difficulties in making strategic and systematic use of them. It was also evident that the municipalities, learning from the recent experience with Ukrainian refugees, will pave the way for structuring more robust refugee integration plans. Social marketing can be used to influence behaviours that help mitigate a complex social problem, such as forced displacement. This study aims to contribute to the affirmation of social marketing as a relevant discipline in solving social problems, particularly regarding the integration of refugees. On the other hand, it intends to highlight the mediating role that municipalities must play in the integration of refugee citizens, so that refugees can get closer to existing public services and host communities. In the future, it would be important to analyse the perceptions of Ukrainian refugees through the creation of a focus group. Furthermore, a quantitative approach would be important to allow for more robust data collection and, therefore, improve the quality of the results obtained. It would also be pertinent to extend the research to refugees from other countries, as well as other Portuguese municipalities, enabling a broader understanding of the national reality.
- The value of skills for a sustainable tourism and hospitality industryPublication . Silva, Susana; Silva, Cândida; Oliveira, MónicaSkills are one of the main themes in academic and labor environments. Nowadays, digital, green, and social and cultural skills are the key to achieving sustainable practices and sustainable development goals. Therefore, this study aims to characterize the current and future needs of digital, green, and social and cultural skills for the tourism and hospitality sectors. This was a quantitative study, with an online survey applied to students, teachers, and professionals. It was a convenience sample with 150 participants. Data were analyzed statistically with IBM SPSS version 28.0. Our results suggested that students, professionals, and trainers value digital, green, and social and cultural skills. With reference to digital skills, all participants considered themselves having an intermediate or advanced level of proficiency. All the participants considered themselves having an intermediate or advanced level of green skills. Regarding social and cultural skills, all the participants considered themselves having an advanced level of proficiency. Therefore, professionals reported higher levels of proficiency in all skills. In the same way, in the tourism sector, we observed higher proficiency levels of skills. To summarize, educational, sectorial, and entrepreneurial sectors recognize the relevance of digital, green, and social-cultural skills for the tourism and hospitality industry. With these skills, the sector will be more prepared to implement sustainability practices and achieve sustainability goals. Additionally, entrepreneurs should value these skills in professionals, and education institutions should integrate the development of these skills into their curricula.