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The Impact of Social Media Marketing on Promoting the Cultural Heritage Tourism: A Case Study of Portugal
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| 6.39 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This research is the result of an exploratory and descriptive investigation that focuses on analyzing 21
social media profiles of entities related to the cultural and heritage tourism sectors in Portugal. The
purpose is to gather concrete data and observe the most successful social media marketing strategies
employed by these entities. The research aims to address two main research questions: “How can
social media marketing contribute to the building and strengthening of Portuguese Cultural Heritage
and Tourism?” and “How can marketers incorporate virtual reality into a marketing strategy in the
cultural tourism and heritage sectors and derive value from it?”. Therefore, the intention is to explore
how social media platforms can be leveraged to promote and attract visitors to Portuguese cultural
heritage sites and tourism destinations. By analyzing the social media profiles of relevant entities, the
research seeks to identify effective strategies that contribute to the overall promotion and
enhancement of Portugal's cultural heritage and tourism offerings. The research also aims to
investigate how virtual reality can be integrated into marketing strategies within the cultural tourism
and heritage sectors. Virtual reality has the potential to provide immersive and interactive experiences,
allowing potential visitors to engage with cultural and heritage sites virtually. The study seeks to
explore how marketers can harness virtual reality technologies to create valuable and engaging
content that entices visitors and enhances their overall experience. By examining the social media
profiles and activities of these entities, the research aims to provide insights into successful social
media marketing practices, as well as explore the potential of virtual reality in marketing strategies for
cultural tourism and heritage sectors. The findings of this research can help tourism organizations
understand the impact of consumers' behavior and preferences and guide them in making informed
decisions about their marketing and promotional efforts.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Historic Cultural Heritage Tourism Digital Marketing Social Media Marketing Tourism Development Cultural Tourism Cultural Heritage Tourism User Experience Virtual Experience Social Media SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption