Please use this identifier to cite or link to this item: http://hdl.handle.net/10773/27933
Title: Uma avaliação do impacto da estratégia de marketing digital de uma DMO: o caso do centro de Portugal
Author: Borges, Bernardo Nunes
Advisor: Costa, Rui Augusto da
Keywords: Turismo
Marketing digital
DMO
Centro de Portugal
Defense Date: 12-Dec-2019
Abstract: O turismo é claramente um setor de importância extrema naquilo que é o contexto europeu e mundial, possuindo também uma relevância muito grande no panorama nacional, sendo um fator de dinamismo e produção de riqueza. A associação do setor com o marketing digital é indiscutível, e existe uma clara interligação entre os dois conceitos, num mundo cada vez mais dinâmico. Deste modo, as organizações de gestão de destinos devem conseguir atingir todos aqueles que pretendem visitar a região que as mesmas gerem no meio digital, orientando as suas ações para o desenvolvimento de estratégias consolidadas, tanto para o plano nacional como internacional, promovendo a criação de awareness através de conteúdo apelativo e extremamente informativo, difundindo a noção no turista de que o meio mais fiável para a angariação de informação será através da organização que gere o destino para o qual o mesmo pretende viajar. A verdade é que poucos estudos visam contribuir para a avaliação do impacto das estratégias definidas sobre o turista, de maneira a perceber se os mesmos utilizam os canais de marketing digital do destino, e se se encontram otimizados para serem utilizados como principal ponto de informação, com níveis de usabilidade otimizados e conteúdo apelativo. Como tal, esta pesquisa possuiu como objetivo fundamental a avaliação do impacto da estratégia de marketing digital das DMO responsáveis pelo Centro de Portugal e a otimização da mesma ao nível de usabilidade e conteúdo, de maneira a percecionar se, de facto, a estratégia possui um impacto relevante nos turistas que procuram informação sobre o destino na fase pré-viagem e no próprio destino, mas também se a mesma estratégia, com o principal canal em destaque, se encontra preparada e otimizada para os receber. Através de uma metodologia especialmente concebida para o projeto, foram desenvolvidas conclusões sólidas, permitindo a perceção se, de facto, os canais de marketing digital oficiais do destino Centro de Portugal se encontram preparados para receber todos aqueles que os visitam, e se os turistas os visitam com o intuito de recolher informação
Tourism is clearly a sector of extreme importance in what is the European and global context. It’s also important to note that it is a key factor on the national scene, being a factor of dynamism and production of wealth. The association of the sector with digital marketing is indisputable, and there is a clear interconnection between the two concepts in an increasingly dynamic world. In consequence of this, destination management organizations should be able to reach all those who intend to visit the region they manage in the digital environment, directing their actions towards the development of consolidated strategies, both nationally and internationally, promoting the creation of awareness through appealing and extremely informative content, disseminating the notion to the tourist that the most reliable means for collecting information will be through the organization that manages the destination to which he or she intends to travel. The truth is that few studies aim to contribute to the evaluation of the impact of the strategies defined on the tourist, in order to understand if they use the destination's digital marketing channels, and whether they are optimized to be used as the main point of information, with optimized levels of usability and appealing content. As such, the main goal of this research was to assess the impact of the digital marketing strategy of the DMOs responsible for the Centre of Portugal and to optimize it in terms of usability and content, in order to understand whether, in fact, the strategy has a relevant impact on tourists seeking information on the destination in the pre-trip phase and at the destination itself, but also whether the same strategy, with the main channel in focus, is prepared and optimized to receive them. Through a methodology specially designed for the project, solid conclusions were developed, allowing the perception of whether, in fact, the official digital marketing channels of the destination Centro de Portugal are prepared to receive all those who visit them, and whether tourists visit them in order to gather informatioTourism is clearly a sector of extreme importance in what is the European and global context. It’s also important to note that it is a key factor on the national scene, being a factor of dynamism and production of wealth. The association of the sector with digital marketing is indisputable, and there is a clear interconnection between the two concepts in an increasingly dynamic world. In consequence of this, destination management organizations should be able to reach all those who intend to visit the region they manage in the digital environment, directing their actions towards the development of consolidated strategies, both nationally and internationally, promoting the creation of awareness through appealing and extremely informative content, disseminating the notion to the tourist that the most reliable means for collecting information will be through the organization that manages the destination to which he or she intends to travel. The truth is that few studies aim to contribute to the evaluation of the impact of the strategies defined on the tourist, in order to understand if they use the destination's digital marketing channels, and whether they are optimized to be used as the main point of information, with optimized levels of usability and appealing content. As such, the main goal of this research was to assess the impact of the digital marketing strategy of the DMOs responsible for the Centre of Portugal and to optimize it in terms of usability and content, in order to understand whether, in fact, the strategy has a relevant impact on tourists seeking information on the destination in the pre-trip phase and at the destination itself, but also whether the same strategy, with the main channel in focus, is prepared and optimized to receive them. Through a methodology specially designed for the project, solid conclusions were developed, allowing the perception of whether, in fact, the official digital marketing channels of the destination Centro de Portugal are prepared to receive all those who visit them, and whether tourists visit them in order to gather informatio
URI: http://hdl.handle.net/10773/27933
Appears in Collections:UA - Dissertações de mestrado
DEGEIT - Dissertações de mestrado

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