| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.81 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente estudo tem como propósito consciencializar as empresas do papel importante e fundamental que a área do marketing, em especial do marketing digital, poderá ter numa instituição. Neste sentido, foi selecionado como objeto de análise a empresa Living Tours, um operador turístico local que recebe turistas de todo o mundo em Portugal e em Espanha. A empresa fundou, no ano 2018, um departamento de marketing digital e será através de um estudo à loja virtual, entre o ano 2017 e 2018, que serão demonstradas as diferenças significativas e o impacto que esta alteração poderá ter proporcionado dentro deste ambiente empresarial. Assim como também será feita uma análise sob o ponto de vista mais evolutivo, pois muitas das ferramentas estudadas não eram manuseadas em 2017.
Num momento em que a era do digital é cada vez mais valorizada e o turismo em Portugal está em expansão, torna-se crucial valorizar e aceitar o desafio de entrar num mercado global que só o comércio eletrónico poderá proporcionar.
Espera-se que, com os resultados obtidos por esta análise, seja possível demonstrar que as empresas não podem ignorar o conceito do marketing, a era do digital e da globalização. Consciencializando-as de que, para acompanharem, ou até, superarem os seus concorrentes, têm de se modernizar ou até de sofrer uma restruturação mais radical, caso contrário, poderão não ser capazes de enfrentar as mudanças do mercado e do “novo” comportamento de compra dos consumidores.
The purpose of this study is to raise awareness to companies of the important and fundamental role that marketing, especially digital marketing, may have in an institution. In this sense, was selected as object of analysis the company Living Tours, a local tour operator that welcomes tourists from all over the world in Portugal and Spain. The company founded, in the year 2018, a digital marketing department and, will be through a study to the virtual store, between the year 2017 and year 2018, which will be demonstrated the significant differences and the impact that this change may have provided within a corporate environment. As well as an analysis will be made from the most evolutionary point of view, since many of the tools studied were not handled in 2017. At a time when the digital age is increasingly valued and tourism in Portugal is expanding, it is crucial to value and accept the challenge of entering a global market that only electronic commerce can provide. It is hoped that, with the results obtained by this analysis, it will be possible to demonstrate that companies cannot ignore the concept of marketing, the era of digital and globalization. By raising awareness that, in order to accompany, or even exceed their competitors, they must modernize or even undergo more radical restructuring, otherwise they may not be able to cope with market changes and the "new" behavior of consumers ' purchases.
The purpose of this study is to raise awareness to companies of the important and fundamental role that marketing, especially digital marketing, may have in an institution. In this sense, was selected as object of analysis the company Living Tours, a local tour operator that welcomes tourists from all over the world in Portugal and Spain. The company founded, in the year 2018, a digital marketing department and, will be through a study to the virtual store, between the year 2017 and year 2018, which will be demonstrated the significant differences and the impact that this change may have provided within a corporate environment. As well as an analysis will be made from the most evolutionary point of view, since many of the tools studied were not handled in 2017. At a time when the digital age is increasingly valued and tourism in Portugal is expanding, it is crucial to value and accept the challenge of entering a global market that only electronic commerce can provide. It is hoped that, with the results obtained by this analysis, it will be possible to demonstrate that companies cannot ignore the concept of marketing, the era of digital and globalization. By raising awareness that, in order to accompany, or even exceed their competitors, they must modernize or even undergo more radical restructuring, otherwise they may not be able to cope with market changes and the "new" behavior of consumers ' purchases.
Description
Keywords
Living Tours Marketing digital E-commerce Turismo Living tours Digital marketing Tourism