Loading...
18 results
Search Results
Now showing 1 - 10 of 18
- Digital marketing actions that achieve a better attraction and loyalty of users: an analytical studyPublication . Ramos, Celia; Matos, Nelson; López García, Juan José; Lizcano, DavidCurrently, the digital economy contributes decisively to an increase in competitiveness, especially as a digital transformation involves migrating to new technological models where digital marketing is a key part of growth and user loyalty strategies. Internet and Digital Marketing have become important factors in campaigns, which attract and retain Internet users. This study aims to identify the main ways in which users can be gained and retained by using Digital Marketing. The Delphi method with in-depth interviews was the methodology used in this study. The results of the research show the most important actions for achieving user recruitment and loyalty with Digital Marketing from the opinions of consulted experts. The limitations of this study are those related to the number of experts included in the study, and the number of research papers consulted in the literature review. The literature review and the results of this research are used to propose new solid research with a consolidated critical methodology. This research deals with a new approach that will optimize web technologies for the evolution of user trends, and therefore, will be of academic and professional use for marketing managers and web solution developers. The conclusions of the investigation show the key factors, discarding others that do not affect the optimization of conversions in B2C businesses such as the duration of the session and the rebound percentage. Likewise, the results of the research identify the specific actions that must be carried out to attract and retain users in B2C companies that use the Digital Marketing ecosystem on the Internet. The requirements for companies that wish to implement a model to optimize conversions using the current digital economy are also shown.
- Revisiting the destination image construct through a conceptual modelPublication . Matos, Nelson; Mendes, Júlio; Pinto, PatríciaIn a highly complex and dynamic sector like tourism, the current economic crisis brings to destination managers not only challenges but also opportunities. The image destinations promote to the market is a key element in the tourist decision-making process when choosing a tourism destination. This paper’s purpose is, therefore, to review and explore the destination image construct and its implications for the destination, and also to present a model of destination image based on previous studies. Implications for creating, enhancing and implementing the correct marketing programs for tourism destinations are provided.
- Analysis of social networks as an instrument of communication in the tourist destinations of AlgarvePublication . Sanchez Jimenez, Miguel Angel; Correia, Marisol B.; Matos, NelsonThe future of social media and the ability to measure its impact has generated much debate as companies have adopted the use of social media platforms to communicate their products. The calculation of this impact can be a complex task but the entity that does not do so will jeopardize its ability to demonstrate the full benefits of its business. Consumers now have the opportunity to comment on their experiences and opinions in these social media and hope to participate in a conversation with the brand. This fact has gained even more impact in the tourism sector due to the great influence that other opinions and experiences have on the tourist's choice. Thus, the tourist offer must now build its strategies incorporating this dialogue and measuring the impact on its brands to make the right strategic and tactical decisions. Thus, in this study the activity and effectiveness of official social networks by the different tourist areas of the Algarve was analyzed, through the measurement of indicators obtained through the online analysis tool Fanpage Karma. In the results, Facebook stands out as the main social network of the Algarve tourist destinations in which all the municipalities actively participate in said network, generating a very good commitment or engagement, thus improving the image and reputation of said destinations. Also note the scarce presence and engagement of Twitter and the importance of images and videos in the social networks of the tourism sector.
- Consumer behavior in the digital agePublication . Saura, Jose Ramon; Reyes-Menendez, Ana; Matos, Nelson; Correia, Marisol B.; Palos-Sanchez, PedroIn recent decades, the Internet, evolving technologies, and social media have led to the evolution of consumer behavior. The changes in customer behavior driven by digital developments provide many opportunities and challenges that businesses also need to deal with online. The better companies know about the behavior of their customers, the easier they can engage with them using strategies such as content marketing, User Experience (UX), influencers marketing, User-Generated Content (UGC), or Electronic Word of Mouth (eWOM). These strategies are essential to get more sales and to develop businesses online, as such strategies increase the engagement with users and influence their behavior. This Special Edition of JOSD focuses on the analysis of consumer behavior in the digital age and, by doing so, contributes to extant knowledge about digital marketing strategies, online consumer behavior, and new digital business models such as mobile applications or shared economy.
- Holisticscape – the extended servicescape to influence tourists’ holistic health. From a systematic literature review to a research agendaPublication . Valente Pedro, Cristina; Matos, Nelson; Patrícia Valle, Patrícia Oom do ValleAlthough the influence of environmental stimuli on tourist behaviour has been studied extensively in relation to the experiences in tourism, it remains a reality and needs to be fully addressed. This paper presents a systematic literature review of peer-reviewed articles on tourism's environmental stimuli using three main search streams: atmospherics; servicescape; and experiencescape. Scopus and Web of Science databases were searched, and 66 papers referring to the stimuli elements in the tourism setting were identified and classified into three dimensions: physical; social; and experience. The results indicate that environmental psychology is complemented by marketing to explain the servicescape from the experience economy perspective. Based on the topic's gaps and trends, the authors propose the novel construct of a "holisticscape" as an extension of the servicescape to influence tourists' holistic health (body, mind, and spirit). Furthermore, a research agenda with three propositions is proposed to deepen the knowledge on holisticscape. The systematisation of the setting stimuli developed in this study can guide researchers and practitioners to design and operationalise the experiences for positive post-consumption behaviour.
- The impacts of tourism experiences in the destination impact. The case of the AlgarvePublication . Matos, Nelson; Mendes, Júlio; Pinto, PatríciaTo succeed nowadays, tourism destinations must differentiate and create a competitive positioning, and this can only be done by addressing and adapting to the needs of their visitors. A value-attainment construct based on tourism experiences is proposed for the product development and promotion strategy of the destination Algarve.
- Once-in-a-lifetime leisure experiences (OLLE): the role of flow, novelty, and interpersonal interaction on tourists’ satisfaction and memoriesPublication . Matos, Nelson; Duarte, Paulo Alexandre de Oliveira; Sá, Elisabete Sampaio deDrawing on Flow theory and memorable tourism experience, this study explores the relationships between Flow, novelty, and interpersonal interaction and the impact on travelers' satisfaction and memories. By applying a mixed-method approach and the critical incident technique to a once-in-a-lifetime leisure experience, 550 tourists recalled their experiences. The results reveal that Flow has a direct and positive influence on tourists' satisfaction and memories of the experience. The findings highlight the role of novelty and interpersonal interaction in producing positive Flow. However, novelty and interpersonal interaction did not come out as significant to predict memories and satisfaction.
- Scoping challenges and opportunities presented by COVID-19 for the development of sustainable short food supply chainsPublication . Baptista, Nuno; Alves, Helena; Matos, NelsonOver the past decades, short food supply chains attracted government and public support owing to their potential to mitigate some of the sustainability issues associated with the conventional globalized food supply system. The recent event of the coronavirus disease pandemic placed unprecedented pressure on food supply systems worldwide, and it constitutes a unique opportunity to evaluate the performance of food chains. Through a scoping review of the academic literature, this study provides a critical assessment of the implications of the pandemic on short food supply chains in multiple economies. Following the guidelines outlined in the PRISMA-ScR framework, the SCOPUS and ISI Web of Science databases were searched for the academic literature on the topic. The results of the review indicate that, besides the direct effects of the pandemic, the indirect effects resulting from public policies implemented to contain the spread of the virus affected all relevant dimensions of sustainability. Moreover, the consequences of the pandemic were more disruptive in the short food chains of low-income countries than in those of high-income countries. The main challenges and opportunities for the sustainable development of short food supply chains are identified, and recommendations for future research are outlined.
- Bibliometric measurement of the resource curse and its implication for sustainable developmentPublication . S. Lacárcel, Francisco Javier; González-Padilla, P.; Matos, Nelson; Correia, Marisol B.The natural resource curse refers to the phenomenon in which certain resource-abundant countries face limited economic and social development. Inadequate management, corruption and poor governance are recurrent problems associated with it. The relevance of this area lies in its influence on economic and social policy-making in resource-abundant countries. These dynamics challenge the long-term viability of their economies and the equity of the distribution of benefits. Addressing this issue is crucial to mitigate environmental impacts and promote inclusive and sustainable growth in these nations. In this context, a bibliometric methodology is adopted to analyzes the relationship between this curse and sustainable development. The analysis shows studies published since 2004 between Web of Science and Scopus. The results indicate three main categories; Environmental Studies, Environmental Science and Economics. The results contribute to the understanding of the relationship between natural resources and socio-economic development, highlighting the importance of addressing the situation in order to promote sustainable development in the countries concerned. Finally, theoretical and practical implications are presented.
- The impacts of tourism experiences in the destination image: a marketing perspectivePublication . Matos, Nelson; Mendes, Júlio; Valle, Patrícia Oom doThe thesis focus is to study the impacts of the tourism experiences in the destination image of the Algarve, Portugal, which is a tourism destination with a long tradition in the tourism activity, centered mainly in the sun and beach tourism products. The literature review conducted in this study concentrated on two main areas of knowledge, tourism and marketing, and on two constructs, destination image and tourism experience. The role of each construct and their interrelationship, and more specifically, the impact of the holiday tourism experience (TE) in the tourists’ perception of the tourism destination image (TDI) are the central point of this research. The empirical research has taken place in the Algarve, based on qualitative and quantitative methodology, about the foreign tourists’ opinion about the TDI, at two different moments, at the arrival and at the departure. To assess the TEs impacts in the TDI of the region, the tourists’ TEs were measure according to Oh, Fiore & Jeoung’s (2007) experience scale, based on Pine & Gilmore’s four realms of the experience. The first and second surveys were applied at Faro Airport, and in both studies tourists’ stronger images of the Algarve revealed to be sun, beach, but also food, relaxation and friendliness. The tourists perceive the Algarve as pleasant and moderately dynamic, and wish to return or to recommend it to others. Regarding the TEs at the destination, these were in general of Aesthetic dimension, pleasant and attractive. The other dimensions of the TEs, Escapism, Entertainment and Education were not highly rated. The explicative structural model presented, made possible to study the relationship between the four realms (Education, Entertainment, Escapism, and Aesthetics) of the TEs. It made also possible to verify and confirm the literature review indication that the TEs dimensions contribute positively to the TDI dimensions, and global image. These results reinforced the role of TEs as a important and determinant factor to explain the TDI of a region.