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Do Digital Marketing really boost city tourism? Evidences from Porto’s Experience

2017Journal article Open access
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dc.contributor.authorCastro, Sandra
dc.contributor.authorSilva, Susana Costa e
dc.contributor.authorDuarte, Paulo
dc.date.accessioned2018-10-12T09:20:50Z
dc.date.available2018-10-12T09:20:50Z
dc.date.issued2017
dc.description.abstractPurpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.urihttp://hdl.handle.net/10400.6/6250
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relation.ispartofseries3;
dc.relation.publisherversionhttp://nidisag.isag.pt/index.php/IJAM/article/view/258pt_PT
dc.subjectDigital Marketingpt_PT
dc.subjectTourism Destinationpt_PT
dc.subjectOnline Promotionpt_PT
dc.subjectTourism - Portopt_PT
dc.titleDo Digital Marketing really boost city tourism? Evidences from Porto’s Experiencept_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage100pt_PT
oaire.citation.startPage84pt_PT
oaire.citation.titleEuropean Journal of Applied Business and Managementpt_PT
oaire.citation.volume3pt_PT
person.familyNameSilva
person.familyNameDuarte
person.givenNameSusana C.
person.givenNamePaulo
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.ciencia-id6211-A867-20E2
person.identifier.orcid0000-0001-7979-3944
person.identifier.orcid0000-0001-8449-5474
person.identifier.ridE-2200-2014
person.identifier.ridB-3914-2011
person.identifier.scopus-author-id37076829400
person.identifier.scopus-author-id25824785800
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication0eff4035-19ed-43c9-9ec7-1c61219fdfd2
relation.isAuthorOfPublication6e00def0-31fa-4341-be84-2b1e521fa2af
relation.isAuthorOfPublication.latestForDiscovery0eff4035-19ed-43c9-9ec7-1c61219fdfd2

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