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

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

Resumo

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.
Idioma originalEnglish
Título da publicação do anfitriãoInformation Systems and Technologies - WorldCIST 2023
EditoresAlvaro Rocha, Hojjat Adeli, Gintautas Dzemyda, Fernando Moreira, Valentina Colla
EditoraSpringer Science and Business Media Deutschland GmbH
Páginas61-70
Número de páginas10
Volume802
ISBN (eletrónico)9783031456510
ISBN (impresso)9783031456503
DOIs
Estado da publicaçãoPublicado - 15 fev. 2024
Publicado externamenteSim
Evento11th World Conference on Information Systems and Technologies, WorldCIST 2023 - Pisa
Duração: 4 abr. 20236 abr. 2023

Série de publicação

NomeLecture Notes in Networks and Systems
Volume802
ISSN (impresso)2367-3370
ISSN (eletrónico)2367-3389

Conferência

Conferência11th World Conference on Information Systems and Technologies, WorldCIST 2023
País/TerritórioItaly
CidadePisa
Período4/04/236/04/23

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