TY - GEN
T1 - Fundamentals of a digital marketing plan for a tourism infrastructure in Alentejo
AU - Popova, Mariia
AU - Fonseca, Manuel José Serra da
AU - Garcia, Jorge Esparteiro
AU - Andrade, José Gabriel
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024/2/15
Y1 - 2024/2/15
N2 - 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.
AB - 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.
KW - Digital marketing plan
KW - Marketing strategy
KW - Tourism
UR - http://www.scopus.com/inward/record.url?scp=85187639981&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-45651-0_7
DO - 10.1007/978-3-031-45651-0_7
M3 - Conference contribution
SN - 9783031456503
VL - 802
T3 - Lecture Notes in Networks and Systems
SP - 61
EP - 70
BT - Information Systems and Technologies - WorldCIST 2023
A2 - Rocha, Alvaro
A2 - Adeli, Hojjat
A2 - Dzemyda, Gintautas
A2 - Moreira, Fernando
A2 - Colla, Valentina
PB - Springer Science and Business Media Deutschland GmbH
T2 - 11th World Conference on Information Systems and Technologies, WorldCIST 2023
Y2 - 4 April 2023 through 6 April 2023
ER -
