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- Literary tourism in Northern Portugal: an exploratory perspectivePublication . Sousa, Bruno; Liberato, Pedro; Liberato, Dália; Pereira, Carina; Rodrigues, Cristina; Costa, Adriano; Malheiro, Alexandra; Esteves, Elsa; Carvalho, Pedro
- Digital communication and the crisis management in hotel management: a perspective in the Euroregion North of Portugal and Galicia (ERNPG)Publication . Cardoso, Diana; Sousa, Bruno; Liberato, Dália; Liberato, Pedro; Lopes, Eunice; Gonçalves, Francisco; Figueira, VictorThe current unprecedented globalization of the social economy, with worldwide mobility of people, products and services in an increasingly connected market and society, has promoted the rapid geographic spread of the coronavirus (i.e., crisis management) outbreak, negatively affecting tourists’ behavior and their well-being, whether due to restrictions imposed by governments on international travel, or due to tourists’ fear of catching the disease. This manuscript aims to understand how digital communication has helped the tourism industry in general and the hotel context in particular to face the negative consequences caused by the new coronavirus pandemic. The development of the research followed a qualitative methodological approach, constituting an exploratory study, based on four semi-structured interviews with managers of hotel establishments, located in the Northern Region of Portugal and Galicia. As main conclusions, it is possible to highlight that digital communication and the use of social networks were fundamental tools for hotel establishments during the pandemic caused by COVID-19, especially during the confinement period, when establishments had to close, many of them completely. There were many changes brought about in the tourism industry in the Euroregion of Northern Portugal and Galicia (ERNPG), with an increase in domestic tourism, a decrease in the external market and a change in tourist profile and behavior, whether due to sanitary and public health issues that induced fear of travel, or by the measures imposed by the government that prevented such trips. According to the strategies implemented by the hotel establishments, the intensification of digital communication use and social networks stands out, since, for a long time, it consisted of the only connecting tool between the hotel and its customers and the initiatives of the Regional Entities and Turismo de Portugal (regional and national DMOs), through numerous training courses in the area of digital marketing and the implementation of hygiene, sustainable and safety measures in hotel establishments. Regarding the future of tourism, it is expected that it will recover in the coming years and approach the historical values of previous years, given the advance in vaccination against the disease and the tourist’s desire to travel. In the short term, strategies are expected from hotel establishments that include valuing the destination on digital marketing platforms through attracting qualified human resources and a commitment towards tourism sustainability.
- Diversity in tourism demand and the revisiting of sustainable and pilgrimage destinations: an approach to the Ways of St. JamesPublication . Martins, Adriana; Sousa, Bruno; Liberato, Dália; Santos, José Duarte; Liberato, PedroThe way of Saint James is a pilgrimage to Santiago de Compostela that has seen great growth and tourist development in recent years. Allied to the marketing and tourism component, this pilgrimage is studied to understand what can still be done at the marketing level to promote the route and at the tourism level, as this is fundamental to support pilgrims, namely through sustainability, accommodation, and catering. In this sense, to design appropriate strategies for tourists and pilgrims, it is necessary to understand their motivations, experiences, and what makes them make this pilgrimage again, with revisiting being the focus of the study. In summary, evaluate the relationship between revisit intentions and motivations, satisfaction, and loyalty.
- Northern Portugal tourism experiences management for the post-Covid period: facing demand changes in tourism products and servicesPublication . Liberato, Dália; Limbado, Beatriz; Sousa, Bruno; Liberato, PedroSeveral authors consider that the current outbreak of COVID-19 presented serious economic consequences worldwide, leading to dramatic changes in companies and consumers behavior, improving changes in communication, entertainment, and online shopping. Also, the World Tourism Organization (UNWTO) has produced global research on the impact of COVID-19 on tourism and the expected recovery time. The aim of this research is to identify the main changes arising from COVID-19, considering the Northern Region in Portugal. As for the identification of the main changes introduced by COVID-19 in the Northern Region, the analysis of the demand typology was carried out, considering the demand modification towards tourism products and services, leading to the creation and design of new proposals of tourism experiences. According to the interviewees, the products and services that started to be more sought after due to the pandemic were nature and rural tourism, as well as tourism destinations with lower population density. In this context, the main motivations for this demand were the security issues and the rediscovery of regional tourism resources.
- Movie tourism and attracting new tourists in the post-pandemic period: a niche marketing perspectivePublication . Sousa, Bruno; Malheiro, Alexandra; Liberato, Dália; Liberato, PedroThe COVID-19 pandemic turned out to be a huge public health problem with an impact on companies and consumers at the national and international levels. Measures were implemented in Portugal in response to COVID-19: limitations on travel rights, closure of commercial establishments, and prohibition on holding events. Teleworking was also encouraged, and distance learning was promoted. The present manuscript aims to understand the role that film tourism plays in marketing applied to territories and how important it is for segmenting markets and attracting new tourists in the post-pandemic period (covid-19). The movie tourism business incorporates the development of destination marketing campaigns to promote films, while more and more common initiatives are emerging between DMOs and filmmakers to promote films and tourist destinations. The present study will include document analysis and exploratory interviews with some tourism leaders and stakeholders in Portugal and two best practices Portuguese campaigns. The management of territories provides several advantages for the sustainable development of a tourist destination, stimulating exports and attracting more tourism and investment. In particular, film tourism has increasingly established itself as one of the most common leisure activities, and one of the fastest growing in the tourism sector, as it is a segment where tourists have the highest expenditure and, for this has received greater attention from business leaders, policy makers and academics around the world. From an interdisciplinary perspective, this study presents inputs in local development and niche tourism perspective. Some lines of future research will be presented.
- Exploring wine tourism and competitiveness trends: insights from portuguese contextPublication . Liberato, Dália; Liberato, Pedro; Sousa, Bruno; Paíga, HugoO Enoturismo é um segmento do mercado muito vinculado aos destinos rurais, onde as pessoas podem usufruir da diferença e autenticidade dos seus produtos locais para promover a atividade turística, estimulando assim a procura de uma determinada região. Esta tipologia de oferta tem evidenciado um crescimento em Portugal e em todo o mundo ao longo dos últimos anos, com exceção dos últimos dois em virtude da pandemia. É um segmento do mercado turístico atualmente relevante e apresenta um grande potencial de crescimento a médio e longo prazo. A presente investigação pretende constituir-se como um contributo para aprofundar o conhecimento sobre o mesmo e/ou abrir horizontes de investigação nesta área do Enoturismo, principalmente na região Demarcada do Douro, Concelho de São João da Pesqueira, assim como identificar um melhor conhecimento do setor, nomeadamente na área da procura, por forma a possibilitar o desenvolvimento do produto e, também, identificar as motivações na escolha do destino turístico. Foca-se na análise do tema do enoturismo com uma enorme preponderância na Região Demarcada do Douro, em particular no Concelho de São João da Pesqueira. O objetivo geral da investigação consiste em compreender a importância do enoturismo na promoção do destino São João da Pesqueira. Por conseguinte, como objetivos específicos, o estudo pretende identificar as preferências do turista, as motivações na escolha do destino turístico, identificar um melhor conhecimento do setor, nomeadamente na área da procura, para assim possibilitar o desenvolvimento do produto, identificar e valorizar a perspetiva enoturística e identificar o impacto do enoturismo no desenvolvimento regional e local. Nas principais conclusões, é possível destacar os pontos fortes do destino, as características únicas, a paisagem, o produto (vinho), a história e a diversidade de produtores de vinhos, as novas atrações, proximidade, infraestruturas, clima, ciclo de vida do turismo e dinâmica do visitante, tendo em conta se é a primeira visita ou não. Em relação à influência do enoturismo no território, é fundamental e assume um papel crucial no Concelho, de forma transversal, uma vez que está relacionado com outras atividades, em que assume um papel de divulgação por todo o mundo, é um setor em plena expansão e que atrai imensos turistas à região, que fixa pessoas no interior, pois também dá muito trabalho a quem lá vive. Adicionalmente, o enoturismo pode ser uma alavanca na cocriação sustentável de novas experiências de turismo, de ideias inovadoras para se implementarem no concelho futuramente, que coincidem com alguma ideias já existentes em outras Regiões e Países. Relativamente ao futuro do setor do enoturismo, as estratégias passam pela valorização do destino, por apostar na diferenciação pela qualidade e pela inovação de novas propostas, como por exemplo a criação de rotas turísticas, ou a criação de novos hotéis envolvidos com a paisagem, pela diversidade vitivinícola, pela sua história. A mesma será de evolução, as regiões têm a função de valorizar a sua imagem de marca, aproveitando o enoturismo, as características do seu vinho, juntamente com a sua gastronomia, valorizando os seus recursos particulares e endógenos, e neste sentido proporciona experiências únicas, de modo a divulgar e promover o turismo na região e por sua vez o impacto económico.
- Citybranding: generation of brands in the cities of Mindelo and Praia, Cape VerdePublication . Rosa, Aguinaldo; Sousa, Bruno; Liberato, Pedro; Santos, José DuarteThe purpose of this manuscript is to analyze models for creating city brands and present a proposal for a conceptual model to influence the generation of city brands in valuing cities (specifically, with the context of the study in Cape Verde—Mindelo e Praia). As an exploratory study, it focuses on the creation of a citybranding from the analysis of several models previously presented, removing important points for the creation of a new model that proposes to point out the factors that make up the brand of a city as a product identity, product development, brand management, and brand building activities, in order to execute the creation of brands for the cities in question. It relates the influence of local identity to behavioral intentions in tourism on the part of residents and tourists. The result of this master’s project was to create brands within the scope of uniting the creative guidelines with the strengths identified in the research, establishing the necessary factors for the creation of a conceptual model (reflection on brand generation) so that it represented in a clear objective way what the city visually displays.
- Literary tourism in Northern Portugal: proposals based on literary routesPublication . Liberato, Dália; Liberato, Pedro; Sousa, Bruno; Pereira, Carina; Rodrigues, Cristina; Costa, Adriano; Malheiro, Alexandra; Esteves, Elsa; Carvalho, Pedro
- Sports tourism and sports events as a niche market in Oporto as a tourism destinationPublication . Liberato, Pedro; Liberato, Dália; Sousa, Bruno; Malheiro, AlexandraFootball is experienced in a much more intense way compared to other sports, which is also why it has a relevant place in society, when compared to other sports activities. The general objective of this research study is to ascertain the importance and perception of FC Porto regarding the ability to influence the main activities performed during the trip. Considering the general objective, an hypothesis was proposed: The importance and perception of FC Porto in Porto as a destination, influence the main activities carried out during the trip. Visioning the research objective, a quantitative methodology was applied through the application of a questionnaire to 400 tourists/visitors in the city of Oporto. Considering the results, regional and local DMO’s are suggested to promote programs that guarantee complementary offer at the destination, coincident with sporting events, in order to ensure the extension of the stay.
- Literary tourism: literature developments and research lines from 2015 to 2020Publication . Rodrigues, Cristina; Liberato, Dália; Esteves, Elsa; Sousa, Bruno; Liberato, Pedro; Costa, Adriano; Pereira, Carina; Malheiro, Maria Alexandra; Carvalho, PedroAlthough literary tourism is still an understudied field, the beneficial relationship between tourism and literature is becoming very clear. Literary tourism involves the literary heritage of places, namely visits to sites related to literary works and the lives of writers. There are already some empirical studies that demonstrate the importance of this type of tourism as a guarantee of cultural enrichment of destinations and sustainable tourism practices. This tourism has begun to be explored in the development of tourism products and experiences, such as itineraries, or infrastructures linked to literary heritage that increase the attractiveness and competitiveness of destinations. This study analyzes literary tourism as a field of research and explores its state of the art through a bibliometric review that includes content analysis. For this purpose, articles published in the period 2015–2020, identified in the Web of Science database, were analyzed. The results identify the main topics of these publications and their temporal analysis, the research methods and techniques applied, the case studies related to authors and works, also the geographies studied and some important insights on literary tourism that address different dimensions. Overall, this study provides a rich understanding of the contemporary study of literary tourism, in a particularly rich period in terms of scientific advances in this area, still under-expressed.