Tendências e aplicações do marketing digital na área do turismo 2.0

Abstract

This project aims to understand how companies, in the hotel sector, can adapt digital marketing strategies so that they can effectively communicate with their customers and possible audiences. Based on the problematic "How digital environment contributed to the changes of new practices and habits in tourism?", the web and the constant emergence of new online social media, communication platforms and information sharing, have been assuming a key role in the changes and consumer behaviour adaptation, and the trend of an increasingly digital society, leads to the emergence of a new type of consumer, that is increasingly demanding and informed. Taking into account the tourism sector, being a theme of interest and little explored in terms of its application to digital marketing, the goal of the project will include the analysis of theoretical foundations related to the marketing and tourism, being proposed at the end, a strategic plan of digital marketing for the hospitality unit Orange 3 House, in order to implement the use of current tools and online social media appropriate for the sector. The main objective will be to create closer relationships with their customers and possible audiences, and to share information they seek.

Date of Award	27 Jul 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cátia Ferreira (Supervisor)