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- Strategic approach to thermal tourism during and after Covid-19Publication . Liberato, Dália; Quintela, Joana A.; Neto, Paulo; Liberato, Pedro; Brandão, Filipa; Costa, ElgaHealth and wellness have become important motives for consumption, attracting the researchers’ interest. One of the current challenges in academic research and in the wellness tourism industry is the conceptual development related to the key term wellness. In recent years in Europe, classical thermalism, focused essentially on the “cure” dimension, has been replaced by modern thermalism, which is particularly based on the “wellness” dimension, and the offer is more focused on preventive therapeutic motivations, combined with recreational and tourism aspects. Although the pandemic period led to the stagnation of tourism businesses, health tourism capitalized on the opportunity and developed successfully from the impact of the pandemic. The main objective of this work is to understand the challenges and strategies of the sector during and after Covid-19, namely whether the impact of the pandemic confirmed the need to reassess products and services, with complementary and composite offers that combine nature, sports, and nutrition, among others. A qualitative methodology approach was used to answer this objective, drawing on semi-structured interviews. The results report the challenges that Covid-19 represented to the sector, regarding the expenses increasing with disease prevention and equipment maintenance, the lack of investment, and the decrease in wellness products consumption.
- 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.
- Crisis management in business tourism. An empirical study in the Iberian PeninsulaPublication . Ferreira, Fernanda A.; Liberato, Dália; Sousa, Marta; Liberato, Pedro; Costa, ElgaThe covid-19 pandemic has resulted in a significant humanitarian, social, and economic crisis, impacting various sectors, including tourism and hospitality. Among the affected segments, business tourism, which is a vital contributor to the local and regional economies and expected to grow, has also faced substantial challenges during this period. To understand and analyse the crisis management within the business tourism industry in the Iberian Peninsula, this research follows a qualitative methodological approach, through semi-structured interviews with entrepreneurs from the tourism sector in Portugal and Spain. The overarching goal of this study is to assess the impact of the covid-19 crisis on business tourism in the Iberian Peninsula. To achieve this, specific objectives include comprehending the effects of the pandemic on business tourism, identifying crisis management practices, and analysing the measures adopted by tourism professionals in response to the crisis. Key findings from the study emphasize the changes in events organization, such as exhibitions, congresses, fairs, and shows, which had to adapt to new social distancing policies, leading to cancellations, postponements, or a shift to online formats where possible. Additionally, significant changes due to health and safety concerns were observed, with Regional Entities and the national DMO (Turismo de Portugal) initiating initiatives like the Clean & Safe seal, implementing safety measures, and adapting products and services. The digital environment emerged as a critical platform for strategies during this time. Regarding crisis management practices, it was noted that many companies lacked a structured crisis management model, often resorting to reactive action plans when faced with specific challenges. Notably, the support received from the government was considered fundamental in managing the crisis, alongside effective communication among stakeholders, strategic marketing approaches, and the development of resilience. In conclusion, the covid-19 pandemic has significantly impacted the business tourism industry in the Iberian Peninsula, requiring adaptive measures, particularly in event organization, safety implementation, and digital strategies. The study also highlights the importance of crisis management practices, emphasizing the role of government support, communication, marketing, and resilience in navigating the challenges posed by the pandemic. These insights provide valuable guidance for the industry's future preparedness and response to crises.
- 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.
- Technologies at the service of education: present and futurePublication . Azevedo, Patrícia Anjos; Lopes, Maria Carlos; Liberato, Dália; Liberato, PedroThe confinement caused by the spread of the disease COVID-19 transformed the way of teaching in the education sector during confinement, leading to the intensification of the development of virtual learning. This includes the use of many educational tools, applications, and Websites at zero cost for its users, the emergence of the STEM (STEAM education is a revolutionary approach that respects the particularities of students allowing them to develop different skills simultaneously, streamlining and optimizing teaching to make it much more complete) lockdown digital school and the emergence of remote education. Although knowledge and use and information and communication technologies (ICT) are considered a premise for the good performance of students in working life, complete knowledge is only achieved with active participation and accompanied by the pedagogical aspect that teachers are capable of impute to the teaching/learning process, which does not always happen because not all students and teachers are equipped with these technological tools, or even due to social and cultural reasons. Regarding the advantages and disadvantages of using technology to teach and learn, we will see that the use of technologies is a competitive advantage for students while they are in the education system and for those who need those same technologies in the performance of their profession. Still and in order to analyze the technologies at the service of education, as well as the goals foreseen for the coming years, we verified that action plans must be introduced that, covering a significant number of the active population, provide external and independent training from the education system. Compulsory education that makes contact with ICT by interested parties a reality.
- Motives for thermal tourism: an application to North and Central PortugalPublication . Brandão, Filipa; Liberato, Dália; Teixeira, Ana Sofia; Liberato, PedroHealth and wellness tourism should be particularly valued in the post-pandemic phase. It has the potential to be a strategic product that enhances the population’s well-being and quality of life, on social, physical, and environmental levels. Different proposals for specialized experiences that complement what the destination offers allow to position regions as health and wellness destinations. Thermal tourism should thus be encouraged as a specific product designed on the innovation and diversification observed in the related services and the benefits recognized for all ages. Considering the relevance of thermal springs and thermal tourists for the image, positioning, and development of touristic destinations, this research aims to identify the specific motivations of tourists that attract them to the practice of thermal tourism, to understand how the benefits for which thermal tourists search and their sociodemographic profile influence the motivations of tourists, and how those motivations determine the characteristics of travel. This research was developed on the North and Centre of Portugal for their relevance in the context of thermal springs and related touristic activities. To achieve the research objectives, a questionnaire survey was conducted among thermal tourists, through a non-probability by convenience sampling, using bivariate tests, such as Pearson’s chi-squared test, one-way ANOVA, and t-Student test. The results highlight that most respondents practiced thermal tourism due to leisure and relaxation benefits, such as the escape from daily stress, spend time with family, and being “pampered”; relaxation is the most valued motivation, followed by the search for psychological and physical well-being. The research found relations between the benefits expected by thermal tourists and their travel characteristics, such as the composition of the group, the general travel motivation, the chosen thermal destination, and the number of nights spent at the location. In thermal tourism, new challenges emerge, demanding the development of strategies, products, and services that respond to the needs of specific market sections.