A carregar...
Publicação
Determinants of attractiveness of portuguese rural destinations in a post-covid environment: the case of monchique
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.8 MB | Adobe PDF |
Orientador(es)
Resumo(s)
COVID-19 encouraged a shift in travel behaviours and tourists are more demanding than ever.
This study aims to investigate what motivates them to visit rural destinations and how to
develop effective marketing strategies for the case in analysis: Monchique Resort & Spa.
Understanding if social media is a useful communication tool is also a priority.
Two data samples were collected and results show that the 3 main determinants of
attractiveness are relaxation, contact with nature and escaping from busy life. Additionally, an
in-depth analysis of segmentation and targeting strategies at the resort were included to
understand how the resort may achieve higher satisfaction levels.
Descrição
Palavras-chave
Resort Segmentation and targeting Rural destinations Determinants of attractiveness Covid-19 Marketing messages Social media