13 documents found, page 1 of 2

Center of Portugal Tourism: Effects of Video Advertisements on Positive Emotion...

Nowadays, it is possible to acknowledge the appeal of online platforms for advertising or the growing popularity of videos as a form of viewer engagement and entertainment. In video advertising, the narrative framework significantly impacts how the message is interpreted, particularly when storytelling techniques are applied. Moreover, the advertising's message quality and format directly impact consumers' inte...

The role of user-generated content on brand equity and intention to visit

The emergence of the Internet has revolutionized communication and posed notable obstacles for the tourism and hospitality industries. Intense competition among numerous tourist destinations necessitates the development of distinct strategies to enhance customer brand loyalty by delivering informative and compelling content on digital platforms, mainly social media, which boasts millions of users. Effective com...

Influencer Marketing: A Long Term Strategy or Just a Dead Trend?

The digital world is constantly growing and expanding. In this context, Influencer Marketing stands out as a powerful tool for brand success whether through sponsored publications, affiliates, or event participation. This article explores the global and Portuguese panorama regarding the practice of this strategy, as well as its weaknesses, opportunities, and trends. Although already widely implemented, Influenc...

User-Generated Content in Tourism: Could it impact Brand Equity and Intention t...

The Internet has changed communication and created significant challenges for the tourism and hospitality sectors. Due to the abundance of tourist destinations available, competition is fierce. Therefore, destinations must devise strategies to set themselves apart and strengthen customer brand equity by providing informative and engaging content on digital platforms, specifically social media, with millions of ...

Promotional tourism videos: examining the role of familiarity, attitude, and wo...

After the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be con...

Examining the role of familiarity in the destination word-of-mouth

After the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be con...

Recommendations for Internal Communication to Strengthen the Employer Brand: A ...

The increasingly intense competition in organisations means that they have to develop strategies to differentiate themselves. One of these strategies consists of using internal communication to improve the company’s attractiveness to outside talent and increase its attractiveness to its existing employees. However, this relationship still needs to be studied in the existing literature. This review aims to find ...

Tourists' Engagement on Tourism Organizations' Facebook Pages: The Role of User...

Tourism industry prospects are presented by digital marketing and consumer travel behaviour changes. Given this fact, digital content marketing (DCM) assumes greater significance for enhancing social media user engagement. Providing valuable and relevant information that differentiates the company and catches the consumers' attention has been one of the current challenges in this area. The wide availability of ...

Decision-making support system in the diagnosis and treatment of person with ch...

An operational approach to high resolution agro-ecological zoning in West-Africa

The objective of this work is to develop a simple methodology for high resolution crop suitability analysis under current and future climate, easily applicable and useful in Least Developed Countries. The approach addresses both regional planning in the context of climate change projections and pre-emptive short-term rural extension interventions based on same-year agricultural season forecasts, while implement...