The tourism promotion channels: Analysis of the attractiveness and effectiveness of the
digital and analog channels
Rafaela de Oliveira Neves
Nuno Gonçalo Raposo Fernandes
Paulo José Oliveira Alcobia
Grupo de Investigação em Turismo(GITUR), Escola Superior de Turismo e Tecnologia do
Mar - Instituto Politécnico de Leiria
The tourism promotion channels assume to be increasingly decisive in the choice of tourist
destinations. In this context, the Model of Attractiveness and Effectiveness of the Promotion
Channels (MAECAP) seek to identify benefits associated with the promotion through the
digital channels (eg, internet, social networks) as opposed to promotion based on traditional
analog channels (eg, brochure or promotional brochure) . The main study hypotheses are
confirmed, namely: the attractiveness of the digital channel appears to be positively associated
with perceived effectiveness of this channel; the attractiveness of the digital channel appears
to be negatively associated with perceived effectiveness of the analog channel and besides
this, the attractiveness of the analog channel as a tourism promotion channel tends to associate
positively with the perceived effectiveness of this channel.
Key words: Tourism promotion, Channel attractiveness, Channel effectiveness.