Repository logo

FEC1-Teses

Permanent URI for this collection

http://hdl.handle.net/10400.1/23

Browse

Browsing FEC1-Teses by Subject "Abordagem cognitiva-afetiva-conativa"

Now showing 1 - 1 of 1
  • "España Verde": tourism destination image among German Facebook users
    Publication . Schuh, Till Maximilian; Agapito, Dora; Pinto, Patrícia
    Tourism destinations are competing in an environment where it is vital to be differentiated from competition and to focus on unique selling points that attract specific markets. Hence, the destination image held by the target markets is essential in order to build and manage a strong tourism brand. This study aims to explore a methodology to analyze the destination image of the tourism brand “España Verde” amongst the German market. The brand España Verde brings together four Spanish autonomous communities – Galicia, Asturias, Cantabria and the Basque Country. The area ranges from the French border, along the northern Spanish coast until the western end of the Iberian Peninsula. The destination is characterized by a broad touristic supply and represents an alternative to the typical “sun and beach” vacations. In the annual publication of the Ministry of the Presidency “España Hoy 2015”, the Spanish General Secretariat of Tourism “TURESPAÑA” announced its policy for promoting tourism abroad. Regarding mature markets, as for instance Germany, this policy aims to attract new demand segments that consume other than the traditional tourism products, such as art and culture, urban tourism, Spanish gastronomy, nature and conference tourism. With the aim of exploring the image of España Verde a questionnaire was developed, which was based on a three components-approach – cognitive, affective and conative. The survey, which included open-ended and closed-ended questions, was distributed via Facebook (206 valid questionnaires). This distribution channel was selected due to the increasing importance of social media for marketing measures as well as TURESPAÑA’s new policy for promoting tourism abroad, which aims at using new information and communication technologies as well as social media. Marketing implications are presented.
    2016-07-27Master thesis Open access Show more