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Marketing, competitiveness and promotion of tourist attractions

2020Conference object Open access
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dc.contributor.authorLiberato, Mónica M.
dc.contributor.authorVieira, Lício V. L.
dc.contributor.authorFerreira, Flávio
dc.contributor.authorNeto, Jaime B.
dc.date.accessioned2022-01-18T13:02:51Z
dc.date.available2022-01-18T13:02:51Z
dc.date.issued2020
dc.description.abstractThe purpose of this study is to identify, through a Systematic Literature Review (SLR), the marketing strategies used to promote tourist attractions and make them more competitive. Marketing strategies are important elements for the economic development of a tourist destination and to keep it competitive in the market. However, it is important for managers to be cautious when choosing strategies to promote their tourism offerings, as wrong strategies can compromise many factors, including economic ones. The methodology used in this research is the survey of articles using the keywords competitiveness, marketing and tourist attraction that guided the searches in databases of international relevance. In RSL, 649 articles were identified, which after three inclusion and exclusion processes reached the 07 articles that answered the guiding question of the research. The results show that the main marketing strategies used to promote tourist attractions are: organization and participation of regional and international fairs, participation in regional tourism events, conferences and festivals, use of social media, use of slogans in advertising material and websites. promotion, brochures with city slogans, sports and photo competitions, billboards, mass media (film and TV), promotional videos, photo CD provided to visitors, signage in historic centers and city slogans. However, the most used strategy, according to the studies, is digital media, especially social networks, where supply and demand can interact, creating a relationship and strengthening CRM (Customer Relationship Management). The results show that there are many marketing efforts used by managers, both in the public and private sector, to enhance tourist destinations and thereby increase visitor numbers. The use of the literature review methodology, through the RSL technique that makes an exhaustive review of empiric research published in relevant journals, allow a synthesis of the marketing strategies used in the promotion of tourist attractions. Although the study provides useful results it is not possible to generalize, since the number of articles that answered the guiding question was researched.pt_PT
dc.description.sponsorshipAuthor F. Ferreira thanks to UNIAG, R&D unit funded by FCT – Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education, under the Projects UID/GES/04752/2019 and UIDB/04752/2020
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.isbn9780999855141
dc.identifier.urihttp://hdl.handle.net/10400.22/19547
dc.language.isoengpt_PT
dc.publisherInternational Business Information Management Association (IBIMA)pt_PT
dc.relationUID/GES/04752/2019
dc.relationUIDB/04752/2020
dc.relation.publisherversionhttps://ibima.org/accepted-paper/marketing-competitiveness-and-promotion-of-tourist-attractions/pt_PT
dc.subjectMarketing strategypt_PT
dc.subjectCommercial competitivenesspt_PT
dc.subjectTourist attractionpt_PT
dc.subjectSystematic literature reviewpt_PT
dc.titleMarketing, competitiveness and promotion of tourist attractionspt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceSeville, Spainpt_PT
oaire.citation.endPage14729pt_PT
oaire.citation.startPage14721pt_PT
oaire.citation.titleEducation Excellence and Innovation Management: a 2025 Vision to Sustain Economic Development during Global Challenges, 35th International Business Information Management Association Conference (IBIMA)pt_PT
person.familyNameFerreira
person.givenNameFlávio
person.identifier.ciencia-id9F13-D3C6-244B
person.identifier.orcid0000-0001-7812-0983
person.identifier.ridN-4562-2013
person.identifier.scopus-author-id22978799800
rcaap.rightsclosedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication6f67981a-3965-4ace-aec9-65938c4bcf66
relation.isAuthorOfPublication.latestForDiscovery6f67981a-3965-4ace-aec9-65938c4bcf66

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