COMPETITIVENESS OF THE TOU RISM SECTOR IN PORTUGAL THE CASE OF BAIXO MONDEGO E BAIXO VOUGA
~ laria
Madalena Pinto SANTOS, ISCAC, Portugal, [email protected] / João
Paulo Cmleira BENTO, DEGEI, Portugal, [email protected] t
O ue main o bj ec tive is to analyze how a great, divc rsc tourisl11 a ffer in a quite llmited
geographic area, correspo nding to the Baixo Mondego :md Baixo Vouga, cao m ake it
more compecicive. \Y,Je propose to idenci fy rhe territorial fa crors that cao increasc
comp etitive m:ss uf the touri sm sector, both n:gionally and naci on:dly. \Y/c intend to
idencify the region 's most valued aspccrs b}' visitors, aS weU as its least prai sed o nes;
addiu()oally, we \ViU pinpoint existing anel potencial outbound travei markets, anel
idenrify rbose thar are charactc rized by highe r levei s of'wea lth and touristi c demando
by a qualicati ve anal}'sis, based 0 11
inrerviews af cno:epren(.! urial, academi c and insti tu cional encities. Deeper knowledge
af the regio nal tourism Sf.!ctor will allow us to contribme to the adaptaria n Df tourism
orien tcd polici es and strategies thar would promote the role of tOurism in tbe
regional, eco no mica I devd opment. As the relevance of rhe to urism sector for wealth
and joo cremia n bccolTI t!s ever mo re ackn o\\'ledged, wc intenJ to c1arify thc meas ure
to which the tou ri sm eco no mic impact affects the region.
J\ quan titative appro3ch \ViH be co mpleme nted
KEY\VORDS: T o urislll Economics, D es tinatio ns Competitiveness, Sustainable
Developme n r.
A PROCURA TURÍSTICA NA REGIÃO NORTE DE PORTUGAL:
MODELO LOGARITMO VSMODELO DE PRIMEIRAS DIFERENÇAS
Natáli a Sofia dos SANTOS, Polytechnic Insutute a f Bragança, Portugal
nspink@ hoonail.co l11 / Paula Odete FERNANDES, Po lytechnic lnsti tu te o f
Bragança, Portugal, [email protected]
o
principal objectivo, d este trabalho , ass enta em modelar a P wcura Turística na
Região Norte d e Portugal utilizando m odelos eco nométricos, tendo por base o
m oddo linear geral. Pretcnd c-se assim, consu1.Iir um instrumento que permita obrer
uma visão antec ipada da evolução da procura turistica paIa a Região None de
Portugal, uma vez que esta tem rev elado, no s último s anos, algumas po tencialidades
como chamariz de flu xos turísticos signifi c:ltivos. Para tnl e como objectO de estud o
utilizou-se a série tempora l de turismo " D o rmidas l\ Iensnis rc(!iscadas. nos
es tabelecimentos hoteleiros, na Região Norte de Portugal", co mpreenrud as en tre O
period o de Janciro de 1996 a D ezembro 2009. O moddo das primeiras di ferenças
garantiu ser adequado para explicar O comportamento d a procura turística na Região
Norte de Portugal.
PALAVRAS-CHAVE: Turismo, Procura Turística, tvlodclos Econam étricos, Região
N orte de Portugal.
ONLINE ADVERTISING IN THE T OURISM INDUST RY AND ITS
IMPACT ON CONSUMERS
Jutiane SAn, AIDA Crui ses, Germ.an Branch a f Cos ta Crociere S.p.A., Ge rmany,
[email protected]
The srudy depicts the vari ous roa ls af o nlin e advertising and [heir effects o n
cus romcrs, in particular touris ts to the Algarve regio n in Portugal. The purpose of
this srudy is to find out abou t the d egree of Internet usage of tr3velers and tourists as
weU as their preferences in online adverti sing. Furthermore, modem online marketing
meth ods afe researched anel compared in arder to find th e m ost success ful one S.
Currem rrends and mast effective o nline advcrusing method s are rese:lrched through
secondary lit ~ra tur e, a perso nal interview \Vith the marketing & sales manager o f lhe
ROBINSON C1ub Quinta da Ria in Porrugal and a surve}'. Altoge ther 248 touri srs
'\Vere gues tion ed at rhe Faro airport in PortugaL Through the inves tigation it is fo und
om that the majori ty of rourisrs to the AIgnrve region uses and prefers the ]nternet as
a meruum to gain travei relevam in fo rnlation and to boo!.: a holielay. The literamre
review d escribes a11 componcnts of online :ldvertising as Search l\'farkering. interactivc
advertising, online public rela ti o ns, vira lmarketing, o pt-in email markeung and o nline
parrnerships. aut of these methods Search I\'htrkeung, especiaU r sponsared listings,
genera te rcjecrion , if compared to o rganic ranking results. Further, tourists have
negarivc atti tudes towards banner and pop-up aelverti sing and consider mem as
Spam. Opt-in E -mail marketing on tbe other h:l.nd generate s positive perceptions anel
as a result is one af the most successful on line marketing method s. The use af social
media rep rescnts a very effective, widely spread and weU üked communicatio n and
advertising toal. In general, rourisrs have more nega tive atti tudcs towa rds advertising
on the Internet.
KEYWORDS:
Viral
O nline
Tourism, Search
I nteroee.
Marketing,
lnteracuve
1 ST 'NTERNAT/ONAL CONFERENCE ON TOURISM AND MANAGEMENT STUDIES - J'lGARVE 20 ""
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