Marketing digital na promoção de um destino turístico

: o caso da cidade do Porto

Abstract

The purpose of this work is to give a contribution in theoretical and practical terms about the importance of digital marketing tools in promoting Porto as a touristic destination. At a time when the internet has a privileged place in gathering information and there is big competition between destinations, a strong online presence of a touristic destination is essential in the promotion strategy, and this can be enhanced by appropriate digital marketing techniques. Porto’s case study becomes particularly relevant because this destination suffered a genuine touristic boom and it presents the risk of stagnation if it won’t be revitalized. A suitable digital marketing strategy can have a decisive role in this area, as it operates in the most relevant channel in terms of tourism promotion. Applying the proposed analysis model, built based upon the literature review, it was concluded that the SEM techniques (paid search and SEO) and display advertising are the most effective in attracting traffic to the portal / site destination. Additionally, the integration of these strategies with relevant content (information, narrative, videos, images and commercial offers) is essential to provide a memorable experience. Another relevant issue is the personalization, which can be achieved by qualification of users, collecting data through feedback and applications of social network, being subsequently used in email marketing campaigns adjusted to the profile of each tourist.

Date of Award	17 Jun 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)