Publicação
Does digital marketing really boost city tourism? Evidences from Porto’s experience
| Resumo: | Purpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted. |
|---|---|
| Autores principais: | Castro, Sandra Raquel |
| Outros Autores: | Silva, Susana Costa e; Duarte, Paulo |
| Assunto: | Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| _version_ | 1866895370346299392 |
|---|---|
| author | Castro, Sandra Raquel |
| author2 | Silva, Susana Costa e Duarte, Paulo |
| author2_role | author author |
| author_facet | Castro, Sandra Raquel Silva, Susana Costa e Duarte, Paulo |
| author_role | author |
| contributor_name_str_mv | Veritati |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Castro, Sandra Raquel\"},{\"Person.name\":\"Silva, Susana Costa e\",\"Person.identifier.orcid\":\"0000-0001-7979-3944\"},{\"Person.name\":\"Duarte, Paulo\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Veritati |
| datacite.creators.creator.creatorName.fl_str_mv | Castro, Sandra Raquel Silva, Susana Costa e Duarte, Paulo |
| datacite.date.Accepted.fl_str_mv | 2017-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2021-06-25T16:33:52Z |
| datacite.date.embargoed.fl_str_mv | 2021-06-25T16:33:52Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
| datacite.titles.title.fl_str_mv | Does digital marketing really boost city tourism? Evidences from Porto’s experience O Marketing Digital realmente impulsiona o turismo na cidade? Evidências da experiência do Porto |
| dc.contributor.none.fl_str_mv | Veritati |
| dc.creator.none.fl_str_mv | Castro, Sandra Raquel Silva, Susana Costa e Duarte, Paulo |
| dc.date.Accepted.fl_str_mv | 2017-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2021-06-25T16:33:52Z |
| dc.date.embargoed.fl_str_mv | 2021-06-25T16:33:52Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10400.14/33995 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
| dc.title.fl_str_mv | Does digital marketing really boost city tourism? Evidences from Porto’s experience O Marketing Digital realmente impulsiona o turismo na cidade? Evidências da experiência do Porto |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_6501 |
| description | Purpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | article |
| fulltext.url.fl_str_mv | https://repositorio.ucp.pt/bitstreams/955a8020-8465-48d7-b7a4-b1fe2162baf8/download |
| id | veritati_db0cce7a0e6203e15f529fcee2dfd652 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10400.14/33995 |
| instacron_str | ucp |
| institution | Universidade Católica Portuguesa |
| instname_str | Universidade Católica Portuguesa |
| language | eng |
| network_acronym_str | veritati |
| network_name_str | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| oai_identifier_str | oai:repositorio.ucp.pt:10400.14/33995 |
| organization_str_mv | urn:organizationAcronym:ucp |
| person_str_mv | Castro, Sandra Raquel Silva, Susana Costa e Silva, Susana Costa e https://www.ciencia-id.pt/5818-1A55-F727 5818-1A55-F727 http://orcid.org/0000-0001-7979-3944 0000-0001-7979-3944 Duarte, Paulo |
| publishDate | 2017 |
| reponame_str | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| repository_id_str | urn:repositoryAcronym:veritati |
| service_str_mv | urn:repositoryAcronym:veritati |
| spelling | engpt_PTPurpose: This article analyses the digital marketing strategy of Porto City, aiming at providing a theoretical and practical contribution on the importance of digital marketing tools to promote tourist destinations. Methodology: The current study applies the case-study methodology using two sets of data: (1) semi-structured focused interviews were carried out with tourists and key players on the promotion of Porto as tourism destination; (2) information available on the official websites of “Porto Destination” management entities. A model on Search Engine Marketing and display advertising applied to tourism is proposed. Findings: We found that these are very effective tools when it comes to attracting traffic to the destination websites, and that are likely to successfully explain the efficiency of the online promotion of a place. Another relevant result is the importance of the customization, which can be attained through the qualification of users and through the collected data on their preferences, through social networks and feedback. Originality/value: The originality of the study stems from the adoption of the theoretical determinants used, the proposed model of analysis and the different theoretical bodies from where the constructs and relations were pulled out. This way the paper provides a new way to approach the problem of marketing a touristic destination. Research limitations: Due to the difficulty to motivate tourists to participate in the interviews, the main limitation of the study is the number of interviews conducted.application/pdfpt_PTDoes digital marketing really boost city tourism? Evidences from Porto’s experienceAlternativeTitlept_PTO Marketing Digital realmente impulsiona o turismo na cidade? Evidências da experiência do PortoCastro, Sandra RaquelPersonalSilva, Susana Costa eDSpacehttp://dspace.org/items/42214927-65c3-42a2-98ea-ae8c3a3eae19DSpacehttp://dspace.org/items/42214927-65c3-42a2-98ea-ae8c3a3eae19SilvaSusana C.Ciência IDhttps://www.ciencia-id.pt5818-1A55-F727ORCIDhttp://orcid.org0000-0001-7979-3944Researcher IDhttps://www.researcherid.comE-2200-2014Researcher IDhttps://www.researcherid.comGQA-4346-2022Scopus Author IDhttps://www.scopus.com37076829400Scopus Author IDhttps://www.scopus.com57191923864Scopus Author IDhttps://www.scopus.com57208035795Scopus Author IDhttps://www.scopus.com57208035795Scopus Author IDhttps://www.scopus.com57222066323Duarte, PauloHostingInstitutionOrganizationalVeritatie-mailmailto:repositorio@ucp.ptrepositorio@ucp.ptISSNIsPartOf2183-55942021-06-25T16:33:52Z20172017-01-01T00:00:00ZHandlehttp://hdl.handle.net/10400.14/33995http://purl.org/coar/access_right/c_abf2open accessDigital marketingTourist destinationOnline promotionPortoMarketing digitalDestino turísticoPromoção online706045 bytesliteraturehttp://purl.org/coar/resource_type/c_6501journal articlehttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.ucp.pt/bitstreams/955a8020-8465-48d7-b7a4-b1fe2162baf8/downloadEuropean Journal of Applied Business & Management3384100 |
| spellingShingle | Does digital marketing really boost city tourism? Evidences from Porto’s experience Castro, Sandra Raquel Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
| status | SINGLETON |
| subject.fl_str_mv | Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
| title | Does digital marketing really boost city tourism? Evidences from Porto’s experience |
| title_full | Does digital marketing really boost city tourism? Evidences from Porto’s experience |
| title_fullStr | Does digital marketing really boost city tourism? Evidences from Porto’s experience |
| title_full_unstemmed | Does digital marketing really boost city tourism? Evidences from Porto’s experience |
| title_short | Does digital marketing really boost city tourism? Evidences from Porto’s experience |
| title_sort | Does digital marketing really boost city tourism? Evidences from Porto’s experience |
| topic | Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
| topic_facet | Digital marketing Tourist destination Online promotion Porto Marketing digital Destino turístico Promoção online |
| url | http://hdl.handle.net/10400.14/33995 |
| visible | 1 |