Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/107280
Título: How to attract more young tourists to Madeira Island? A case study on the brand image of a tourism destination
Autor: Araújo, Ana Maria Barreto De
Orientador: Silveira, Catherine da
Kemna, Lena
Palavras-chave: Madeira Island
Young tourists
Brand image
Promotion strategy
Data de Defesa: 17-Jan-2020
Resumo: The youth travel segment is experiencing rapid growth which creates socio-economic opportunities for local communities and the overall tourism sector. Although Madeira Island has a long tradition in tourism, it is not yet attracting this segment. The purpose of this Work Project is to analyse the causes contributing tothe lack of young tourists visiting Madeira and propose recommendations towards mitigating its effects.To attain this, research was conducted on Madeira’s tourism sector, the branding and promotion of the destination as well as on the different images young tourists have of Madeira Island.
URI: http://hdl.handle.net/10362/107280
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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