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- New communication approaches in thermal spa social media: A sentiment analysis of commentsPublication . Antunes, Vera; Gonçalves, Gisela; Estevão, CristinaThis article reflects on the use of social media to communicate thermalism with a view to arouse curiosity about thermalism. Through strategic communication it emphasises both the medium (social media) and the objective (engagement with users). With the aim of researching and developing communication strategies in social media that can be used by thermal spas to increase the engagement of their followers, this study analyses the comments on social media and the opportunities that may arise when looking into the future of communication. The results come from the analysis of the social media of Termas de Chaves and Termas de São Pedro do Sul in Portugal, revealing that people are increasingly motivated to experience thermal services and products. Artificial intelligence was used to identify the sentiments in the comments, which provided relevant results to develop a model capable of maximising the benefits of thermalism and minimising communication problems with its audiences. This model supports a plurality of digital communication strategies, with different characteristics and objectives, but which fulfil a collective purpose: to disseminate information about thermalism in order to build a solid knowledge about it. This study highlights the need for further research on thermalism, with a special focus on communication.
- Contemporary approaches to performance evaluation of international hotel groups in PortugalPublication . Ferreira, João; Estevão, Cristina; Cruz, Rosa Pires da; Ratten, VanessaCompetition between hotel groups has become fierce over recent years because of the rise in the mobility of tourists and the rise in the number of hotel groups. One of the most important tools for measuring the competitiveness of hotel groups is their efficiency. This paper seeks to evaluate the efficiency of international hotel groups in Portugal by applying appropriate data envelopment analysis (DEA) panel data approaches (contemporaneous and intertemporal). The results of the panel data suggest that the efficiency of hotel groups differs significantly from group to group and within each group over time. These results have implications for hotel managers wanting to increase their global competitiveness and efficiency and are discussed in terms of factors affecting managerial decision-making abilities. Future research directions are also stated in the paper, as this is important for hotel marketers particularly those in international hotel groups.
- Competitiveness and clusters in the portuguese tourism sectorPublication . Estevão, Cristina Maria Santos; Ferreira, João José de MatosTourism has a truly strategic importance to any international, national or regional economy, together with the reasons that justify the immense interest in the area of clusters and their likely impact on the economic performance of companies, regional development and competitiveness of countries, seems to justify the fundamental need to investigate this issue. The discussion about clusters of tourism is still at an early stage, which explains the low number of investigations that address this problem. Moreover, taking into account the role that tourism and clusters have on the economic performance of companies for most countries, in general, and particularly in Portugal, we have identified, positioned and evaluated the economic performance of tourism clusters in Portugal. The competitiveness of tourist destinations is becoming increasingly important for countries seeking to control a large part of the growing tourism market, and this is particularly important for those who rely heavily on the situation in the sector of tourism and travel industry. Given the present statement of the problem under study, the following four questions are raised: What is the most appropriate methodology to identify clusters of tourism in Portugal? Where are the tourist clusters in Portugal? What is the positioning of the clusters against the economic performance of tourism in the region? And what are the factors that determine regional competitiveness? The present thesis aims to study the competitiveness and clusters of Tourism sector in Portugal. In this sense we explore the clusters of all Portuguese companies that make up the economic activities outside the satellite account of the World Organization of Tourism of the regional areas and tourism development poles in Portugal and make their respective mapping. It was empirically and consistently observed the identification and localization of 555 clusters spread over 10 activities related to housing, restaurant trade and animation. Therefore, we used a methodology based on the 2008 turnover of companies in Portugal, based on data from the National Statistics Institute (InstItuto Nacional de EstatÍstica - INE), distributed by regions and by economic activities, the results allowed to identify three distinct clusters - low, medium and high performance. We have done an empirical application of a conceptual model of competitiveness based on the proposed collection of primary and secondary data. The primary data used as a research tool is the questionnaire. Secondary data were obtained from the database of the Directorate-General for Research, Statistics and Planning of the Portuguese Ministry of Labour and Social Solidarity, and the National Institute of Statistics for the year 2009, including employment, number of establishments, area and number of inhabitants of the areas of tourism and tourism development poles in Portugal. Through the methodology it was possible to measure the competitiveness of tourist destinations, contributing to reduce the gap identified in the literature - the assessment of competitiveness of tourist destinations is still at a very early stage, and simultaneously contribute to understand the phenomenon of competitiveness in the context of tourist destinations.
- As estratégias competitivas dos estabelecimentos hoteleiros de interesse para o turismo: o caso da região de turismo da Serra da EstrelaPublication . Estevão, Cristina Maria Santos; Ferreira, João José de MatosConsiderando a gestão estratégica como um meio de uma empresa alcançar uma performance superior face aos seus concorrentes torna-se, necessário identificar as fontes de rentabilidade para o negócio, para formular e implementar uma estratégia que delas retire os maiores proveitos. A análise estratégica proporciona um conjunto de conceitos, modelos e técnicas de avaliação, que permitem aos gestores tomarem decisões mais adequadas às necessidades percebidas. Na verdade, as alterações sucessivas verificadas no ambiente competitivo e a um ritmo cada vez mais crescente colocam às empresas a exigência de responder apropriadamente ao mercado, de forma a acautelarem a sustentabilidade e o sucesso da sua actividade. Esta conjuntura não é estranha à indústria do turismo, que tem assistido à emergência de novos modelos de negócio, à mudança das preferências dos consumidores, ao incremento da tecnologia e, em alguns sectores, à desregulamentação, com implicações directas ao nível da gestão. O presente trabalho de investigação visa estudar a identificação das estratégias competitivas, no sector da hotelaria, na Região de Turismo da Serra da Estrela (RTSE), reconhecendo os elementos intervenientes neste sector, percebendo as relações de interdependência estabelecidas entre estes e identificando e organizando os factores relevantes para as decisões estratégicas. Para alcançar tais objectivos desenvolveu-se um estudo empírico, tendo por base as informações obtidas das análises estatísticas dos questionários realizados aos directores dos estabelecimentos hoteleiros de interesse para o turismo da RTSE. Deste processo resultou que as empresas pertencentes ao sector hoteleiro à semelhança das empresas de outros sectores, consideram que a estratégia assume um papel determinante para o sucesso da sua actividade. Concluímos que os estabelecimentos hoteleiros seguem estratégias combinadas em vez de uma estratégia específica e detectamos ainda a existência de diferentes grupos estratégicos no qual utilizam estratégias competitivas similares.
- Tourism sector competitiveness in Portugal: applying Porter's DiamondPublication . Estevão, Cristina; Nunes, Sara; Ferreira, João; Fernandes, CristinaThe tourism sector has stood out for its enormous capacity for growth on a global scale and holding a relevant role both as a tool for the competitiveness and as a driver of regional development. This profile stems not only from its multiplier effects but also the opportunities susceptible to identification within the scope of offsetting regional disparities in growth and prosperity. The objective of this research consists of evaluating the competitiveness of the regional areas and directorates of tourism in Portugal. We have used primary data (a sample of 446 companies), through a questionnaire aimed at companies displaying the activities characteristic of the World Tourism Organisation satellite account. Through the application of Porter’s Diamond Model, we attained at a conceptual model through recourse to the Partial Least Square – Path Modelling technique with the objective of analysing the relationships unfolding among the determinant variables to competitiveness in the tourism sector. Despite the results returned proving clear, we also verify that encapsulating competitiveness proves no easy task given how Portugal reports regions with simultaneously very varied and very specific characteristics.
- A theoretical reflection on thermalism and communication: future perspectives in times of crisisPublication . Antunes, Vera; Gonçalves, Gisela; Estevão, CristinaThe purpose of this article is through a systematic literature review (SLR) to present a conceptual approach to the importance of communication for thermalism. An in-depth analysis of scientific publications provides a conceptual understanding about the definition of thermalism and the importance of communication in the thermal sector. The intention is also to identify the major challenges for communication in thermalism in times of crisis. The literature on conceptual approaches in the field of thermalism is almost non-existent, and this is an important contribution of the research presented. Design/methodology/approach: To achieve the objectives, an SLR was carried out, through the Preferred Reporting Items Systematic Reviews and Meta-Analysis (PRISMA) Statement method, using the Web of Science and Scopus databases. A total of 139 articles were found, of which only 26 were used for the qualitative analysis. EndNote 20 and Nvivo software were used to identify the articles for the study, their analysis and systematization of the collected information. Findings: The results, among others, through an in-depth analysis of scientific publications, clarified the definition of thermalism and provided relevant results for better understanding of the importance of the dimensions of communication for thermalism. Research limitations/implications: The research addresses the current scarcity of academic work on the importance of communication applied to a thermal destination and the lack of relevant strategic models for the diffusion/promotion of a destination. Finally, a limitation was the fact that only 2 databases were considered and only journal articles were included. As a future line of research the authors propose extending the theme to thermal tourism experiences. In addition, scientific studies focusing on water-based experiences connected with thermalism are almost non-existent and very relevant for the future of the sector, as well as studies in the area of communication with the following research questions: where do tourists consult information when choosing a travel destination? and what are the appropriate communication channels to reach the thermal market?; We close this reflection by concluding that the thermal tradition, through the know-how of the medical class, the properties of thermal waters and the cultural history associated with its early days, stimulated more recently by implementing innovations, will regain its role in preserving health and well-being through thermal water and the exploitation of territories' endogenous resources. These factors are the basis through which communication sciences can create strategies adapted to each country to promote a thermal destination brand. Practical implications: Research in tourism destination management has provided solutions, through communication, to problems that are faced daily by countries, and the authors hope this research also contributes to the recovery of thermal tourism destinations in times of crisis. It is also from this perspective that based on the main themes and dimensions of communication identified in the SLR that the authors propose the Corporate, Organisational, Skills, Management and Online (COSMO) model to help promote resilient thermal destinations prepared for future crises. The diversity and originality of this research model will be useful for destination promoters, spa managers and communication professionals. Social implications: This study contributes to the literature by providing a theoretical framework of excellence in thermalism. One possible way to solve the ambiguity of terms related to thermalism is to consider another more comprehensive term as a combination of different approaches. The aim is not to create an academic division, but rather to contribute to better conceptual understanding, from a theoretical and paradigmatic perspective, of what thermalism is. Here, a new targeted and more comprehensive concept emerges, which from the academic perspective of communication sciences will lead to prevention for a new way of feeling good with life, contributing to promoting thermal destinations in the world with a greater understanding. Originality/value: For better understanding of the concepts, this study proposes a new definition of thermalism. As research related to thermal destinations, through communication management contributes to attract tourists, promote experiences, provide the human capital of the sector with skills and create authentic and resilient place brands. It is from this perspective that the model was proposed, based on the dimensions of communication related to the main themes obtained through the SLR. This model supports a plurality of communication strategies, with different characteristics and objectives but which meet a collective purpose: to disseminate information about thermalism, in order to build collective knowledge to promote thermal destinations. The analysis highlights the need for further research into thermalism, with special focus on communication.