Publicação
The Impact of Social Media Marketing on Promoting the Cultural Heritage Tourism: A Case Study of Portugal
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Dalmoro, Marlon | |
| dc.contributor.author | Moraes, Vera Maria Caldeira Trigo de | |
| dc.date.accessioned | 2023-11-13T17:52:05Z | |
| dc.date.available | 2023-11-13T17:52:05Z | |
| dc.date.issued | 2023-10-24 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203385810 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/159900 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Historic Cultural Heritage Tourism | pt_PT |
| dc.subject | Digital Marketing | pt_PT |
| dc.subject | Social Media Marketing | pt_PT |
| dc.subject | Tourism Development | pt_PT |
| dc.subject | Cultural Tourism | pt_PT |
| dc.subject | Cultural Heritage | pt_PT |
| dc.subject | Tourism | pt_PT |
| dc.subject | User Experience | pt_PT |
| dc.subject | Virtual Experience | pt_PT |
| dc.subject | Social Media | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.subject | SDG 12 - Responsible production and consumption | pt_PT |
| dc.title | The Impact of Social Media Marketing on Promoting the Cultural Heritage Tourism: A Case Study of Portugal | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |