Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/15634
Título: Turismo de Portugal : looking for disctinveness : cases on marketing strategies seminar
Autor: Cunha, José Maria d'Orey da
Orientador: Celeste, Pedro
Data de Defesa: 15-Abr-2014
Resumo: This dissertation is focused on a national tourism authority adaption process based in Portugal, moving from traditional advertising channels to digital marketing channels. Turismo de Portugal is one many destinations marketing organizations using digital channels to promote a country as a travel destination. In 2013, Turismo de Portugal changed dramatically the way how Portugal was promoted as travel destination: They identified certain features of a country’s promotion that cause communication less distinctive and they created a new proposal to promote Portugal. This destination marketing organization was able to take the most from the digital marketing channels and achieve excellent results noticeable on the Portuguese GDP. The aim of the dissertation is to discover, decompose and comprehend the strategy applied by Turismo de Portugal to promote Portugal as travel destination. Moreover, the researcher addresses the different digital marketing channels, focusing on Google Adwords, Youtube and Facebook. He also ran a survey in order to understand how VisitPortugal’s community on Facebook perceives Portugal and how it differs from other marketing channels.
URI: http://hdl.handle.net/10400.14/15634
Aparece nas colecções:FCEE - Dissertações de Mestrado / Master Dissertations
R - Dissertações de Mestrado / Master Dissertations

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