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Digital marketing impact on rural destinations promotion : a conceptual model proposal

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Resumo:The need to implement a new development dynamic in rural regions has been one of the concerns of the rural tourism sector, which is currently starting its digital transformation process and the adoption of digital technologies and tools. In the light of literature, one of the tools with the greatest promotion potential is digital marketing, since it allows reaching new and larger target audiences more efficiently and effectively. Realizing the lack of a conceptual and functional vision capable of guiding the planning and execution of digital marketing initiatives in the context of rural tourism, this article proposes a conceptual model focused on characterizing the potential impact that digital marketing initiatives can generate, namely in terms of the development of a positive image of the rural tourism destination and of the influence on the tourists’ decision to visit.
Autores principais:Rodrigues, Sónia
Outros Autores:Correia, Ricardo; Martins, José
Assunto:Rural tourism Rural destination Digital marketing Destination image Intention to visit
Ano:2021
País:Portugal
Tipo de documento:comunicação em conferência
Tipo de acesso:acesso aberto
Instituição associada:Instituto Politécnico de Bragança
Idioma:inglês
Origem:Biblioteca Digital do IPB

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