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Digital marketing in rural hotels in Portugal

2022Conference object Restricted access
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dc.contributor.authorFerreira, Fernanda A.
dc.contributor.authorMelo, António
dc.contributor.authorCastro, Conceição
dc.date.accessioned2023-08-29T10:06:35Z
dc.date.available2023-08-29T10:06:35Z
dc.date.issued2022
dc.description.abstractThe digital revolution has been changing the paradigm in the tourism sector, namely, in rural tourism, which requires following the new trends in marketing. This article aims to analyse the types of digital marketing channels and dynamics that are more recurrent in rural hotels in Portugal. A quantitative methodology was adopted through an online questionnaire to collect rural hotel managers’ opinions, whose answers were then analysed through statistical tests. The data collected show that most rural hotel managers use digital marketing to improve contact with new customers and promote their unity, mainly through the website, social networks and promotional videos. With this study, we find that these hotel managers have the awareness of the importance of having an online presence because only then can they get closer to all their target audience.pt_PT
dc.description.sponsorshipConceição Castro acknowledges the financial support by Portuguese national funds through FCT - Fundação para a Ciência e Tecnologia. I.P. under the project UIDB/05422/2020. Fernanda A. Ferreira acknowledges the financial support of UNIAG. R&D unit funded by the FCT – Portuguese Foundation for the Development of Science and Technology. Ministry of Science. Technology and Higher Education. under the Project UIDB/04752/2020.
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1007/978-981-16-9701-2_27pt_PT
dc.identifier.isbn978-981-16-9700-5
dc.identifier.isbn978-981-16-9701-2
dc.identifier.urihttp://hdl.handle.net/10400.22/23419
dc.language.isoengpt_PT
dc.publisherSpringerpt_PT
dc.relationUIDB/05422/2020
dc.relationUIDB/04752/2020
dc.relation.publisherversionhttps://link.springer.com/chapter/10.1007/978-981-16-9701-2_27pt_PT
dc.subjectMarketing digitalpt_PT
dc.subjectRural hotelspt_PT
dc.subjectSocial mediapt_PT
dc.subjectTourismpt_PT
dc.titleDigital marketing in rural hotels in Portugalpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceCartagena de Indias, Colombiapt_PT
oaire.citation.endPage340pt_PT
oaire.citation.startPage331pt_PT
oaire.citation.titleAdvances in tourism, technology and systems: selected papers from ICOTTS 2021, Volume 2pt_PT
oaire.citation.volume284pt_PT
person.familyNameFerreira
person.familyNameMelo
person.givenNameFernanda A.
person.givenNameAntónio
person.identifierR-000-4TV
person.identifierAAK-5519-2021
person.identifier.ciencia-idD116-9419-5778
person.identifier.ciencia-id641C-F631-B306
person.identifier.orcid0000-0002-1335-7821
person.identifier.orcid0000-0001-7572-0545
person.identifier.ridN-4563-2013
person.identifier.scopus-author-id24723992800
person.identifier.scopus-author-id37124474900
rcaap.rightsclosedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublicationaaa18584-508e-46b1-9b50-4e174c0e142c
relation.isAuthorOfPublicatione6cb93a4-31f2-44b7-87cd-9227a5690ca2
relation.isAuthorOfPublication.latestForDiscoverye6cb93a4-31f2-44b7-87cd-9227a5690ca2

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