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- 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.
- A model development of relationships between tourism experiencesPublication . de Matos, Nelson; Mendes, Júlio; Pinto, PatríciaThe latest economic downturn raises new predicaments for DMO’s and stakeholders to meet their target’s needs, but it also takes to the forefront of the tourism industry the importance to assess how the tourism experiences impact on the tourists’ perceived destination image, to prevent money being loss in the wrong promotion strategies. This paper purpose is twofold: A) to review the destination image and tourism experiences constructs; B) to develop a theoretical model between the experiences and the destination image.
- 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.
- 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.
- 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.
- Exploring the meaning of social innovation: a categorisation scheme based on the level of policy intervention, profit orientation and geographical scalePublication . Baptista, Nuno; Pereira, Joao; Moreira, Antonio Carrizo; Matos, NelsonThere has been a growing interest in academia regarding the term 'social innovation', including in disciplines such as sociology, administration, history, management, psychology, and economics. The literature highlights the lack of scientific clarity in the use of the term, and some scholars argue that the term is no more than a 'buzzword' or a 'fad'. This article focusses on the analysis of the conceptualizations of social innovation, contrasting sociological and economical approaches, and adopts an integrative approach to propose a categorization scheme of social innovation projects based on three distinct variables, namely the level of policy support, the profit orientation and the geographical scale. We argue that government support and the scalability of social innovations should be carefully pondered depending on the characteristics of the social innovation initiatives. We conclude that policy support should privilege social innovation initiatives that, while having the potential to deliver social good, are constrained by market failures. In addition, we also argue in favour of policy support for small bottom-up initiatives that have a profit-logic but are not sufficiently robust to survive on their own due to the liabilities of smallness and newness. Finally, we advise caution in public policies supporting scale-up strategies and highlighted the inherent challenges.
- Principales temas utilizados en la comunicación social de las ONG de inmigración en España a través de la red social FacebookPublication . Sánchez Jiménez, Miguel Ángel; Correia, Marisol B.; Matos, NelsonThis study's aim is to learn about the communication of Spanish immigration NGOs in their official social network, Facebook. Therefore, a content analysis of the publications made by the NGOs was performed using the software Nvivo11, to identify the main topics and categorize and subcategorize the publications. In addition, the study sought to identify the most popular topics, the ones that generated greater degree of interaction, greater number of feedback posts, and also the number of likes and comments, for each category and subcategory. The results showed NGOs focus to be centered on the geographical locations where immigration problems occur, and on the subjects that generate greater user's interest, such as immigrants problems and consequences, but also maritime environment. Moreover, findings also shown there is more interaction in positive messages, among users, than in those messages related to problems and injustices. In addition, users were found to be more reluctant to participate in discussions that required a more active and personal interaction, or a greater involvement with immigrants, such as reception, integration and participation. Lastly, findings highlight the importance of educational topics in the communication of NGOs, due to users' concern about mafias in immigration.
- Evolution of the presence and engagement of official social networks in promoting tourism in SpainPublication . Sanchez Jimenez, Miguel Angel; Matos, Nelson; Correia, Marisol B.The recent growth in scale and relevance of social networks has generated new possibilities for communication and interaction with and among their users in the tourism sector. As Spain is among the world's top tourism destinations, it is valuable to study its presence and engagement with users of official social networks. These social networks are used to promote Spain as a tourist destination. This study's methodology focused on measuring a series of indicators of destination performance through the online analysis tool 'Fanpage Karma'. Data were obtained for each of the last four full years (2015 to 2018), with the purpose of deepening understanding of destination performance, including its evolution. The findings show that Facebook's importance increasingly declined, despite maintaining a large number of followers, it has seen reduced publications and, above all, less interactions with users. By contrast, Instagram has experienced continuous growth in promoting Spain as a tourist destination, demonstrating increasing levels of interaction with potential travellers. Implications for academia and industry are drawn from the findings.
- Monitoring the quality of tourism experiencePublication . Mendes, Júlio; Manuela Guerreiro, Maria; Matos, NelsonThe new economic era the experience economy that we entered in the XXI century is challenging the overall tourism industry and destinations to respond to visitor expectations in a radically different way, demanding a new vision on what is truly being delivered to them. Within the current era, tourism businesses and destinations, in order to thrive and compete globally, are bound to recognize that experience, not goods or services, are what motivates visitors to travel, repeat visits to the destinations and recommend it to friends and relatives. Being so, a research agenda for tourism development and quality should place at its centre the nature of tourist experience and meanings of quality tourist experience from the stakeholders point of view, so that the industry actors can take joint action supported by in-depth knowledge of meanings attached to experience. With few exceptions, in tourism related literature, quality tourism experience has been largely overlooked. However, tourist experience and tourism experience have been discussed by Clawson [1], [2], [3], [4], [5], [6], [7], [8], [9] among others. Clawson[1] wrote about recreation experience; Boorstin[2] discoursed on authenticity in tourist experience; Cohen[3], [4] studied the phenomenological tourist experience frames; MacCannell's[5] presented contemporaneous writings on tourist experience and authenticity. Pearce and Caltabiano[7] further extended consideration of traveller and tourist experience and authenticity with connections to motivations. Smith [6], Smith and Brent [8] addressed the interaction of host and guest in travel experience. Ryan [9] focused particularly on the `tourist experience'. Tourism and tourist experience past research have also focused on temporary and activity-based relationships [1] and some only on activity [10], [11]. Borrie and Birzell[12] presented four ways used to understand tourist and tourism experience. Those four ways include (1) meaningsbased[13], (2) benefits, (3) satisfaction[14], and (4) experience based means[4], [15]. Urry[16] introduced the notion of 'gaze' into considerations of tourist experience albeit 'his gazes' were challenged by Perkins and Thorns[17]. Although there has been considerable theoretical thinking on the subject, not much empirical research is available. One reason for this to happen is the multidimensional, complex and highly diversified nature of the tourist experience. Another reason is related to the fact that supporting constructs, namely satisfaction, quality and value, continue relatively ambiguous and are not always part of an integrated vision and consistent research. And yet, understanding of major and relevant dimensions of the tourist experience are of utmost importance to construct operationalization for effective experience management at destination level. The article proposes an integrated vision on how to monitor the quality of tourism in a mass tourism coastal destination the Algarve (Portugal). While analyzing the quality of the tourism experience from tourists' perspective represents the overall purpose of this paper, and the specific objectives are threefold. Firstly, the research intends to assess the tourists' perceptions on the four dimensions of the experience destination, attributes and compares them with satisfaction felt in terms of the same attributes. Secondly, it expects to provide an overall assessment of tourism experience. Thirdly, the study proposes to establish the relationship between tourist satisfaction and the tourist experience and destination loyalty.The questionnaires were based on the work of Oh, Fiori and Jeong [18], after having been adapted to the Algarve tourist destination context, and refer to the four areas of the Experience Economy: Education (items a, b, c, d), aesthetics (items e, f, g, h), Entertainment (i, j, k, l) and Escapism (m, n, o, p). The last three items- q, r, s are related to memory and memories. To that end, a survey was carried out sampling 405 individuals. Of the 397 valid questionnaires obtained, 90% were answered by tourists from Portugal, Germany, Spain, the Netherlands, Ireland and the United Kingdom. The results show about 95% of the respondents are satisfied and very satisfied. Approximately 95.3% of the respondents say they are satisfied and very satisfied with their stay in the Algarve. About the quality of lived experience, 77.3% classified very good and excellent. One of the important findings of this research is that the majority of the respondents (93`)/0) intends to recommend the Algarve to friends and relatives. With this research, the team expects to contribute to a thorough understanding of tangible and intangible activities and attributes that form the underlying basis of the tourist experience in coastal tourism.