Fundamentals of a digital marketing plan for a tourism infrastructure in Alentejo

Mariia Popova, Manuel José Serra da Fonseca*, Jorge Esparteiro Garcia, José Gabriel Andrade

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

There is no doubt that tourism benefits Portugal’s economy. The area should be able to better target the market for its travel and tourist products and increase its performance with the use of a marketing strategy, especially in a field where global competition is always increasing. This digital marketing plan seeks to analyze the strengths and limitations of the Portuguese region in its target markets, as well as the most current advancements in the global travel and tourism sector. In this work, it is conducted an analysis of both micro and macro environments of Casa Pereirinha. In addition, it was created a marketing mix based on the 7P’s. Furthermore, the work provides the prospective avenues for product growth and marketing following the markets’ stated growth objectives. This project comprises creating a comprehensive digital marketing strategy for Casa Pereirinha as a significant example of the region’s tourism business, and the primary purpose is to conserve its past, while developing a new strategy.
Original languageEnglish
Title of host publicationInformation Systems and Technologies - WorldCIST 2023
EditorsAlvaro Rocha, Hojjat Adeli, Gintautas Dzemyda, Fernando Moreira, Valentina Colla
PublisherSpringer Science and Business Media Deutschland GmbH
Pages61-70
Number of pages10
ISBN (Print)9783031456503
DOIs
Publication statusPublished - 2024
Externally publishedYes
Event11th World Conference on Information Systems and Technologies, WorldCIST 2023 - Pisa, Italy
Duration: 4 Apr 20236 Apr 2023

Publication series

NameLecture Notes in Networks and Systems
Volume802
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389

Conference

Conference11th World Conference on Information Systems and Technologies, WorldCIST 2023
Country/TerritoryItaly
CityPisa
Period4/04/236/04/23

Keywords

  • Digital marketing plan
  • Marketing strategy
  • Tourism

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