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- Events’ tourism and hospitality marketingPublication . Liberato, Dália; Costa, Elga; Barradas, Isabel; Liberato, Pedro; Ribeiro, JoaquimEvent tourism has seen significant growth in recent decades, playing a key role in the development of tourism destinations. In fact, several studies have focused on understanding this phenomenon, studying the relationship between the different types of events and their influence on the destinations that host them. However, few publications analyze the relationship between events that take place in cities and the hotel industry. The existing articles that establish this relationship are limited to pricing, so it is pertinent to analyze this relationship in a more comprehensive way, namely the strategies adopted by hotels when events take place in cities. This study aims to understand the influence of events held in the cities of Lisbon and Porto on the hotel industry, specifically from the perspective of hotel marketing. To this end, a qualitative, exploratory, descriptive, and cross-sectional research methodology was adopted, carried out through semi-structured interviews with seven representatives of hotel units and four representatives of entities linked to the organization of events in the aforementioned cities. The general aim of the research is to understand how events influence hotel marketing in the cities of Lisbon and Porto. The results show that business events and sporting events are the most important for the hotel industry in these cities. About the strategies adopted when events take place in the city, hoteliers attach great importance to the price strategy and have increasingly adopted a digital marketing strategy, which facilitates segmentation and reaching specific audiences. It was also found that the relationship between hotel units and event organizers, despite being at an early stage, is highly valued and that given the current scenario, derived from COVID-19, the industry's recovery actions should focus on actions to transmit security to the customer.
- WRC Vodafone Rally de Portugal fostering tourism developmentPublication . Liberato, Dália; Costa, Elga; Ferraz, André; Liberato, Pedro; Ribeiro, JoaquimEvents influence the destinations that host them. It was therefore considered interesting to analyze the influence of the Portuguese Rally sports’ event at Porto. This research aims at evaluating the role of the Rally of Portugal in Porto as a tourism destination. It aims to identify the stakeholders’ opinion regarding the impact of the Rally of Portugal on tourism demand in the city of Porto, to evaluate the impact of the Rally of Portugal in Porto as a destination, to identify the conditioning components of the realization of the Rally of Portugal, and to perceive strategies to be applied in future editions, in less secure contexts. A qualitative methodology was used for data collection, through the convenience sampling method, according to the availability of the participants. Individual semi-structured online interviews using the Zoom platform were applied to event organizers, a former pilot, and a pilot of the event. It was verified that the Porto Street Stage, stage of the Rally of Portugal that takes place in the city of Porto, presents many positive impacts for the destination, which in the perspective of the organization include the international projection of the city of Porto (through the presence of the specialized international press), with passage of the circuit by the main urban tourism resources, increase of income, complementary social programs to the event, and pride of the resident community, regarding the reception of the event. From this perspective, the fact that the event was not held in 2020 due to the SARS-CoV-2 virus was significantly reflected in the absence of revenue at the destination, with a negative impact in organizational terms, given the advanced state of this process when the event was canceled, in particular the stages of route definition, budgeting, and communication/dissemination, with the involvement of specialized teams.