Aplicação de uma estratégia omnichannel na Parques de Sintra

Abstract

In 2020 the pandemic crisis that swept the world accelerated the presence of brands and consumers in the digital.The implementation of omnichannel strategies, with integration of sales and communication channels, for a continuous and uniform consumer experience, determines more than ever the future of many companies. In addition to meeting consumer expectations and having a direct impact on sales, the implementation of an omnichannel strategy allows the collection of fundamental data for management decisions.This is valid in the most varied areas of activity and cultural tourism, in which is included Parques de Sintra, is no exception.Thus, this research and dissertation work analyses the applicability of an omnichannel strategy at Parques de Sintra.

Date of Award	23 Sept 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)