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Article
Publication date: 23 August 2022

Luzia Arantes de Amorim, Bruno Barbosa Sousa, Álvaro Lopes Dias and Vasco Ribeiro Santos

Digital communication and social media have an increasing importance in society and in tourism boosting. This study aims to analyse the role of digital marketing in the…

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Abstract

Purpose

Digital communication and social media have an increasing importance in society and in tourism boosting. This study aims to analyse the role of digital marketing in the destination image and visitor loyalty of historic sites.

Design/methodology/approach

Using a mixed-method approach combining survey data from 318 respondents and three in-depth interviews. Using structural equations modelling results reveals experience, satisfaction, image and loyalty are concepts to be considered by the destinations' digital marketing promotion, as well as the increasing use of digital marketing by tourists, in the sense that tourists are increasing the habit of checking the opinion of others before scheduling their trip and gives them more importance, and a growing importance is given by tourists to the web/social networks of places they intend to visit.

Findings

This study contributes to the theory on tourism digital marketing which can be transposed to organizations management in order to encourage discussion on the processes of capture, retention and loyalty of target audiences.

Research limitations/implications

To enhance the importance of digital marketing in the process of the tourist development of the city, it is fundamental to define a clear strategy for attracting and responding to the greatest demand from cultural tourists who are increasingly interested in actively participating in learning experiences.

Practical implications

The results show that digital communication and social media have an increasing importance in society and in tourism boosting and economy recovery.

Social implications

The paper presents digital marketing as a possible factor in tourism development and social inclusion, advancing practical measures aimed at social justice through a fairer distribution of tourism revenues and the defence of historic centre residents' way (i.e. Barcelos’), and quality of life.

Originality/value

The authors suggest the development of a strategic digital marketing plan applied to the development and promotion of tourism in the city of Barcelos (Portugal), to complement the research presented here, thus contributing with a more practical perspective of the subject under study.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2044-1266

Keywords

Article
Publication date: 23 May 2023

Arlindo Neves Madeira, Rosa Isabel Rodrigues, Teresa Palrão and Vasco Ribeiro Santos

Web Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions…

Abstract

Purpose

Web Summit is an annual technological event which takes place annually in November and has great worldwide impact. The event fits into the MICE (meetings, incentives, conventions and exhibitions) typology and has mega-event proportions, not only due to the number of participants but also in relation to its media coverage. The aim of this study is to analyse the participation of Web Summit participants in leisure activities outside the event, namely regarding entertainment and culture and heritage. It was also intended to know their perception of the city's brand image, according to the participants' age and the number of days they stay in the city.

Design/methodology/approach

This investigation is anchored in a quantitative methodology. Data were collected during the four days of the event from a convenience sample of 410 participants. For this purpose, a 15-item questionnaire was used, specifically designed to meet the study's objectives, assessing three dimensions: entertainment, culture and heritage and brand image.

Findings

Entertainment and culture and heritage positively influence tourists' perception of brand image. It was also possible to ascertain that the age of the tourists and their interest in culture and heritage are correlated. Finally, it was found that tourists' perception of entertainment varies depending on the number of days they stay in Lisbon.

Research limitations/implications

The main limitation of the study is related to the fact that a convenience sample was used in a single destination, which does not allow generalization to other contexts. Therefore, it would be interesting to apply the study in other geographical and cultural contexts, particularly in Rio de Janeiro, where the event will also take place next year (2023).This research contributes to extending the reflection on the role that events play in the brand image of a tourist destination. This study also highlights the importance of understanding consumer behaviour in MICE typology events.

Practical implications

The MICE sector plays an important role in the tourism industry as it constitutes a driving force of the global economy. Thus, it is considered that this research draws attention to the importance of the regions invested in this sector (e.g. expansion of facilities, ease of access to the site). Thus, in practical terms, the findings allow the authorities and the different stakeholders to better understand the impact of the event on the city's image and, at the same time, adapt the services according to the attendees' preferences.

Social implications

Considering the results, the study may have an impact on the organization of tours and events related to local culture and heritage, particularly in old quarters, where there is a greater lack of resources and the standard of living of the inhabitants is more precarious.

Originality/value

This research contributes to extending the reflection on the role that mega-events play in the brand image of a tourist destination. This study also highlights the importance of understanding the behaviour of consumers of different ages in events of the MICE typology, in leisure activities outside the event.

Details

International Journal of Event and Festival Management, vol. 14 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 2 December 2019

Vasco Ribeiro Santos, Paulo Ramos, Nuno Almeida and Enrique Santos-Pavón

This paper aims to provide a theoretical and conceptual analysis of wine and wine tourism experiences evidencing the current state of the art and providing some directions for…

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Abstract

Purpose

This paper aims to provide a theoretical and conceptual analysis of wine and wine tourism experiences evidencing the current state of the art and providing some directions for future research.

Design/methodology/approach

The paper provides an in-depth literature review and content analysis of prior work.

Findings

The experience focussed on wine andwine tourismrequires further exploration. The boundaries of the wine andwine tourism experience were identified, togetherwith highlights and strategic agenda for future actions.

Originality/value

Based on some key prior literature on the topic of wine and tourism experience, future research directions and approaches were proposed.

Details

Worldwide Hospitality and Tourism Themes, vol. 11 no. 6
Type: Research Article
ISSN: 1755-4217

Keywords

Article
Publication date: 20 November 2017

Vasco Ribeiro Santos, Paulo Ramos and Nuno Almeida

This paper aims to measure the role of involvement, destination emotions and place attachment in the behavioural intentions of wine tourists when visiting Porto wine cellars.

Abstract

Purpose

This paper aims to measure the role of involvement, destination emotions and place attachment in the behavioural intentions of wine tourists when visiting Porto wine cellars.

Design/methodology/approach

An interceptive survey was conducted with wine tourists during their visits to four Porto wine cellars. A convenience sample of 918 international visitors was obtained. A structural equation model using partial least squares analysis was used to test the hypothesis and the validity of the constructs and model.

Findings

The structural model results indicated that wine tourists’ personal involvement and their wine involvement have a significant and direct influence on destination emotions and place attachment in Porto wine cellars during the visits, which determines their future behavioural intentions.

Research limitations/implications

The generalizability of the results may be limited owing to the sample and the data collection method and the short time frame of the data gathering.

Practical implications

There is a growing potential for researchers and managers to achieve benefits from the proposed model that will support the efforts for wine tourism theory and practice, such as brand positioning strategies and formulation of sharper marketing strategies.

Originality/value

This is the first study to demonstrate the combined use of personal and wine involvement on destination emotions along with place attachment in a wine tourist behaviour context. This approach extends the scope into a wine tourism context because the combination of these three constructs has never been held in the area of wine tourism destinations.

Details

International Journal of Wine Business Research, vol. 29 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 3 December 2018

Paulo Ramos, Vasco Ribeiro Santos and Nuno Almeida

This paper aims to define the boundaries of wine tourism to identify the main challenges, trends and opportunities of wine tourism in Portugal, providing some critical…

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Abstract

Purpose

This paper aims to define the boundaries of wine tourism to identify the main challenges, trends and opportunities of wine tourism in Portugal, providing some critical recommendations for those operating in this sector.

Design/methodology/approach

The paper draws on a literature review and content analysis of prior and ongoing work.

Findings

The main challenges, trends and opportunities for the wine tourism industry in Portugal are identified, as well as suggestions and practical recommendations/contributions for managers, stakeholders, players and marketers. The paper concludes with some key points that could form the basis of a strategic agenda for future action.

Originality/value

Based on the reviewed literature, some benchmarks for the wine tourism industry in Portugal were developed.

Details

Worldwide Hospitality and Tourism Themes, vol. 10 no. 6
Type: Research Article
ISSN: 1755-4217

Keywords

Content available
Book part
Publication date: 31 March 2022

Abstract

Details

Tourism Risk
Type: Book
ISBN: 978-1-80117-709-2

Content available
Book part
Publication date: 5 July 2023

Abstract

Details

Sport and Tourism
Type: Book
ISBN: 978-1-83753-241-4

Article
Publication date: 26 November 2021

Eulalia Santos, Vasco Tavares, Fernando Oliveira Tavares and Vanessa Ratten

Risk is part of corporate activity and a consequence of the businesses' demands, the market and the changes in companies and their surroundings. The way that risk is managed is…

Abstract

Purpose

Risk is part of corporate activity and a consequence of the businesses' demands, the market and the changes in companies and their surroundings. The way that risk is managed is different between family and non-family businesses. The paper aims to compare the different risk types experienced in the context of the coronavirus disease (COVID-19) pandemic among family and non-family businesses and to analyze whether operational, legal, strategic and image risks influence financial risks.

Design/methodology/approach

The nature of the study is quantitative and based on a questionnaire survey that analyses the perception of risks by 1,090 family businesses and 557 non-family businesses.

Findings

The results show the existence of statistically significant differences in the perception of financial and legal risks between family and non-family businesses, where the former being the businesses that give more importance to these risks. The perception of operational, legal, strategic and image risks have a positive influence on the perception of financial risk in family and non-family businesses.

Originality/value

The results obtained in the study are important because they allow an understanding about the differences in risk management between family and non-family businesses, which can lead to greater corporate sustainability and increased financial performance.

Details

Journal of Family Business Management, vol. 12 no. 4
Type: Research Article
ISSN: 2043-6238

Keywords

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