Author(s):
Popova, Mariia ; Fonseca, Manuel José Serra da ; Garcia, Jorge Esparteiro ; Andrade, José Gabriel
Date: 2024
Persistent ID: https://hdl.handle.net/1822/89531
Origin: RepositóriUM - Universidade do Minho
Project/scholarship:
info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F00736%2F2020/PT;
info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F00736%2F2020/PT;
Subject(s): Tourism; Digital Marketing Plan; Marketing Strategy; Cidades e comunidades sustentáveis; Ciências Sociais::Ciências da Comunicação
Description
Book series: Lecture Notes in Networks and Systems (LNNS,volume 802)
There is no doubt that tourism benefits Portugal’s economy. The area should be able to better target the market for its travel and tourist products and increase its performance with the use of a marketing strategy, especially in a field where global competition is always increasing. This digital marketing plan seeks to analyze the strengths and limitations of the Portuguese region in its target markets, as well as the most current advancements in the global travel and tourism sector. In this work, it is conducted an analysis of both micro and macro environments of Casa Pereirinha. In addition, it was created a marketing mix based on the 7P’s. Furthermore, the work provides the prospective avenues for product growth and marketing following the markets’ stated growth objectives. This project comprises creating a comprehensive digital marketing strategy for Casa Pereirinha as a significant example of the region’s tourism business, and the primary purpose is to conserve its past, while developing a new strategy.
