Publication
Mainland Portugal's tourism regions and their positioning on the social network Facebook
| Summary: | The impact of new technologies, especially the use of Internet as a means of interaction of social networks in the marketing activities allows outline strategies and original forms of communication in the tourism sector. Turning into crucial in order that the same can survive in this era increasingly globalized and differentiate their products and services, in order to motivate users of the social network and provide them the desire and the need to interact or even motivation to experience what each tourist region can offer. This research has as main objective to identify and compare the differences of interaction between the pages of the regions of Tourism of Portugal Continental, in order to understand which of those regions benefit more of their presence in social networks (in this case Facebook) as a strategic marketing tool in the search for greater notoriety and of stimulate commitment to consumers. For this purpose, we have developed an analysis of literature on topics such as Web 2.0, tourism marketing, social networks, consumer involvement. Subsequently, an analysis of content and performance of the pages of the regions of Tourism of Portugal Continental on Facebook, using digital metrics, between March and May 2015, for comparison and tabulation of results. It was found that the amount of information provided by the page has a direct relationship with the commitment to consumers and there are many differences between the participation of users in each destination studied. |
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| Main Authors: | Coutinho Pires dos Santos, Barbara |
| Other Authors: | Torres, Maria Filomena; Durán-Sánchez, Amador; Maldonado-Erazo, Claudia Patricia |
| Subject: | Facebook Regiões de turismo de Portugal Continental Interação Marketing turístico Comunicação Digital Facebook Regiones Turísticas de Portugal Continental Interacción Marketing turístico Comunicación digital Facebook Tourism regions of Portugal Continental Interaction Tourism marketing Digital communications |
| Year: | 2023 |
| Country: | Portugal |
| Document type: | article |
| Access type: | unknown |
| Associated institution: | Instituto Superior de Lisboa e Vale do Tejo |
| Language: | Portuguese |
| Origin: | Tourism and Hospitality International Journal |
| Summary: | The impact of new technologies, especially the use of Internet as a means of interaction of social networks in the marketing activities allows outline strategies and original forms of communication in the tourism sector. Turning into crucial in order that the same can survive in this era increasingly globalized and differentiate their products and services, in order to motivate users of the social network and provide them the desire and the need to interact or even motivation to experience what each tourist region can offer. This research has as main objective to identify and compare the differences of interaction between the pages of the regions of Tourism of Portugal Continental, in order to understand which of those regions benefit more of their presence in social networks (in this case Facebook) as a strategic marketing tool in the search for greater notoriety and of stimulate commitment to consumers. For this purpose, we have developed an analysis of literature on topics such as Web 2.0, tourism marketing, social networks, consumer involvement. Subsequently, an analysis of content and performance of the pages of the regions of Tourism of Portugal Continental on Facebook, using digital metrics, between March and May 2015, for comparison and tabulation of results. It was found that the amount of information provided by the page has a direct relationship with the commitment to consumers and there are many differences between the participation of users in each destination studied. |
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Funded activities
No funded projects found.