A Influência da Comunicação Organizacional na Projeção da Marca Termas de Portugal como Destino Turístico

Funder

Organizational Unit

Publications

A theoretical reflection on thermalism and communication: future perspectives in times of crisis

Publication . Antunes, Vera; Gonçalves, Gisela; Estevão, Cristina

The 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.

2022Journal article

Open access

A Importância da Comunicação Estratégica na Valorização do Termalismo em Portugal

Publication . Antunes, Vera Marina Pires; Gonçalves, Gisela Marques Pereira; Estevão, Cristina Maria Santos

A presente investigação analisa o papel da comunicação estratégica na valorização do termalismo em Portugal. Para o efeito, adotou-se uma metodologia mista: qualitativa, com a realização de entrevistas semiestruturadas a quatro representantes governamentais e a representantes de 37 estâncias termais; e quantitativa, através da aplicação de inquéritos por questionário a 224 termalistas e 198 não termalistas. Esta abordagem metodológica possibilitou uma compreensão ampla e detalhada das dinâmicas do termalismo em Portugal. Os resultados identificam os principais desafios e oportunidades do setor, bem como as estratégias de dinamização e valorização necessárias para o seu crescimento e reconhecimento enquanto prática terapêutica e promotora de bem-estar. A investigação propõe novas abordagens de comunicação estratégica que combinam elementos tradicionais e digitais, com o objetivo de reforçar a ligação entre as termas e os seus públicos. Defende-se a adoção de um modelo comunicacional multifacetado, capaz de se adaptar às necessidades dos termalistas experientes, enquanto educa e sensibiliza os não termalistas para os benefícios dos tratamentos termais, com especial enfoque na promoção da saúde preventiva e do bem-estar mental. Entre os contributos da investigação destaca-se a proposta do modelo CUIDAR, que integra princípios de comunicação estratégica para o reposicionamento do termalismo. Adicionalmente, propõe-se a criação de parcerias estratégicas, a integração das termas nos Conselhos Municipais de Saúde e a introdução da função de Assessor de Bem-Estar e Saúde Termal, como meios para reforçar a comunicação e aproximar as termas dos seus públicos. Outro contributo consiste na identificação de barreiras à prática termal e na apresentação de medidas destinadas a aumentar a acessibilidade e a atratividade das estâncias termais, permitindo que um maior número de cidadãos beneficie dos efeitos terapêuticos das águas minerais naturais. Conclui-se que a implementação de estratégias comunicacionais informativas e persuasivas, com recurso a nudges, é determinante para o reposicionamento do termalismo no mercado nacional. O foco na saúde preventiva, a personalização da prática termal e a definição de políticas públicas, como a recente comparticipação dos tratamentos termais, constituem fatores centrais para a eliminação de barreiras e para o aumento da adesão do público ao termalismo.

2025-03-28Doctoral thesis

Open access