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Abstract(s)
O propósito deste trabalho é dar uma contribuição em termos teóricos e práticos sobre a importância das ferramentas de marketing digital na promoção do destino turístico Porto. Numa altura em que a internet tem um lugar privilegiado na obtenção de informação e existe uma grande competitividade entre destinos turísticos, uma forte presença online é essencial na estratégia de promoção, sendo que esta pode ser potenciada através de adequadas técnicas de marketing digital.
O estudo do caso do Porto torna-se particularmente relevante já que o destino assiste a um verdadeiro boom turístico e corre o risco de estagnação se entretanto não se revitalizar. Uma adequada estratégia de marketing digital pode ter um papel decisivo neste âmbito, por atuar no canal mais relevante em termos de promoção turística.
Aplicando o modelo de análise proposto, construído com base na revisão da literatura, foi possível concluir que as técnicas de SEM (paid search e SEO) e publicidade display são as mais eficazes na captação de tráfego para o portal/site do destino. Adicionalmente, a integração destas estratégias com conteúdo relevante (informação, narrativa, vídeos, imagens e ofertas comerciais) é essencial para proporcionar uma experiência de navegação memorável. Outra questão relevante é a personalização da oferta, que pode ser conseguida através da qualificação dos utilizadores, recolhendo dados através do feedback e aplicações das redes sociais. Posteriormente esta informação pode ser usada em campanhas de e-mail marketing ajustadas ao perfil de cada turista.
The purpose of this work is to give a contribution in theoretical and practical terms about the importance of digital marketing tools in promoting Porto as a touristic destination. At a time when the internet has a privileged place in gathering information and there is big competition between destinations, a strong online presence of a touristic destination is essential in the promotion strategy, and this can be enhanced by appropriate digital marketing techniques. Porto’s case study becomes particularly relevant because this destination suffered a genuine touristic boom and it presents the risk of stagnation if it won’t be revitalized. A suitable digital marketing strategy can have a decisive role in this area, as it operates in the most relevant channel in terms of tourism promotion. Applying the proposed analysis model, built based upon the literature review, it was concluded that the SEM techniques (paid search and SEO) and display advertising are the most effective in attracting traffic to the portal / site destination. Additionally, the integration of these strategies with relevant content (information, narrative, videos, images and commercial offers) is essential to provide a memorable experience. Another relevant issue is the personalization, which can be achieved by qualification of users, collecting data through feedback and applications of social network, being subsequently used in email marketing campaigns adjusted to the profile of each tourist.
The purpose of this work is to give a contribution in theoretical and practical terms about the importance of digital marketing tools in promoting Porto as a touristic destination. At a time when the internet has a privileged place in gathering information and there is big competition between destinations, a strong online presence of a touristic destination is essential in the promotion strategy, and this can be enhanced by appropriate digital marketing techniques. Porto’s case study becomes particularly relevant because this destination suffered a genuine touristic boom and it presents the risk of stagnation if it won’t be revitalized. A suitable digital marketing strategy can have a decisive role in this area, as it operates in the most relevant channel in terms of tourism promotion. Applying the proposed analysis model, built based upon the literature review, it was concluded that the SEM techniques (paid search and SEO) and display advertising are the most effective in attracting traffic to the portal / site destination. Additionally, the integration of these strategies with relevant content (information, narrative, videos, images and commercial offers) is essential to provide a memorable experience. Another relevant issue is the personalization, which can be achieved by qualification of users, collecting data through feedback and applications of social network, being subsequently used in email marketing campaigns adjusted to the profile of each tourist.
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Keywords
Destino turístico Porto Promoção online Marketing digital Touristic destination Online promotion Digital marketing