Open Access
The Role of Digital Marketing: A perspective from Porto Hotels’ Managers.
Rita Abreu Leite,António Azevedo +1 more
- Iss: 2
TLDR
In this article, the authors identify how managers of the hospitality industry use digital marketing, as a marketing tool, and suggest some recommendations for improving the digital marketing performance of Porto hotels.Abstract:
The role of internet in the purchasing behavior of tourists led to a modification in marketing plans that became increasingly digital. This study aims to identify how managers of the hospitality industry use digital marketing, as a marketing tool.This study adopted a qualitative methodology comprising: a) the analysis of the online presence - website, Facebook, Instagram, Twitter, Booking.com and TripAdvisor - of the 59 four and five stars establishments of Porto; b) semi-structured interviews that were conducted to managers and marketers of the 32 hotels in study. Digital marketing tools provide numerous benefits to the hospitality industry. However, managers still do not take advantage of their full potential. In digital marketing the performance indicators are always evolving. Although the data were collected at the end of 2016, we think that the conclusions and recommendations still are updated and relevant. This study suggests some recommendations for improving the digital marketing performance of Porto hotels. Although adopting a case-study approach, this paper provides an extensive assessment of digital marketing communication mix regarding the luxury segment of hotel industry. Moreover, this assessment is made for all units within a city scale.read more
Citations
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What is the Motivation of Travellers? An investigation of quotes on TripAdvisor’s facebook page
TL;DR: In this paper, a content analysis method was applied to understand TripAdvisor travellers' motivation and the findings of this study suggest that novelty/adventure and knowledge/intellectual are two major travel motivations among travelers.
Proceedings ArticleDOI
Management Decision in Joining Hotel Network on Digital Marketing-Based For Financial and Non-Financial Impacts
TL;DR: In this paper, the authors outline the main reasons and factors driving management to join a hotel network on digital marketing-based and formulate the differences that occur before and after joining the hotel networking.
The role of media and public relations departments in effective tourism marketing in sharjah
TL;DR: In this article, the authors demonstrate the value of the public relations and media role in the industry of tourism and to justify its position, and show the growth of media activities and public relations within the tourism industry.
Proceedings ArticleDOI
Análise da produção científica brasileiria sobre marketing digital
TL;DR: In this article, a pesquisa exploratória, analisando artigos entre os anos de 1999 to 2016, coletados através da plataforma Spell, was presented.
Journal ArticleDOI
Mapping the Nexus between Sustainability and Digitalization in Tourist Destinations: A Bibliometric Analysis
TL;DR: In this article , a bibliometric analysis of the existing literature in academic journals, conference proceedings, and books published between 2012 and 2022 from the Scopus database was performed to map the intersection between sustainability and digitalization in tourist destinations.
References
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Thorsten Hennig-Thurau,Thorsten Hennig-Thurau,Edward C. Malthouse,Christian Friege,Sonja Gensler,Lara Lobschat,Arvind Rangaswamy,Bernd Skiera +7 more
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