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Abstract(s)
A recente atribuição à Universidade de Coimbra do estatuto de Património Mundial
pela UNESCO, a possibilidade de promover mais eficazmente este destino turístico em
mercados externos através das T.I.C.T e com custos diminutos, motivou a elaboração
da presente Dissertação de Mestrado.
A especificidade de um Marketing Territorial que contrariamente ao dos produtos,
não parte de uma “base zero”, ou dito de outro modo, o território não se escolhe, já lá
está com as suas caraterísticas próprias (com o seu património natural e construído;
material e imaterial; a simpatia da população; etc.), exige uma abordagem
interdisciplinar ao tema que proponha soluções inovadoras e não estandardizadas.
Assim, uma comercialização de Marketing Online de um determinado destino, terá de
ter necessariamente, uma visão holística e considerar o possível contributo de cada
Stakeholder.
Constitui objetivo Principal desta Dissertação:
1) Promover: Uma estratégia de Marketing Digital para a Universidade de
Coimbra enquanto Património Mundial, junto de três novos mercados
externos e reforço dos existentes, considerando a sua proximidade geográfica
enquanto mercados emissores.
2) Testar: A atual estratégia de Marketing Online desenvolvidas pelo Turismo
do Centro (T.C) e Universidade de Coimbra.
3) Desenvolver: Uma estratégia de Marketing Online através da abordagem de
um novo conceito de construção e implementação de aplicações tecnológicas,como sejam um Site e um vídeo original (apontando para um conteúdo que
promova a interatividade com o consumidor, o Crowdsourcing). Iremos
igualmente apostar nas redes sociais (enquanto componente eminentemente
social).
Pretende-se, portanto que estes novos mercados sejam alcançados prioritariamente pela
via do Marketing Online, enquanto ferramenta estruturada que atinge nichos de
mercado onde para o Marketing Tradicional não existe uma relação custo-benefício
favorável.
O grande desafio será transformar as condições de partida para a elaboração do Site e do
vídeo promocional, em acréscimos de produtividade, dito de outro modo, em
acrescentar um valor final à informação a disponibilizar.
Deverão seguir critérios inovadores para construção de novas plataformas: Os 8Ps do
Marketing Digital. (em contraposição, ou se quisermos em complemento, dos 4Ps do
Marketing tradicional).
As T.I.C.T deverão ser percecionadas como um importante processo complementar de
desenvolvimento, cujo horizonte se pode conceber a longo prazo e um instrumento
estratégico de desenvolvimento territorial.
Analisar as áreas de responsabilidade das Entidades Regionais de Turismo, as atuais
aplicações Online desenvolvidas para promoção turística da Universidade de
Coimbra e a sua interligação com os diversos Stakeholders, constituem objetivos
específicos de estudo desta Dissertação.
The recent award to the University of Coimbra's World Heritage status by UNESCO, the ability to better promote this tourist destination in overseas markets through the T.I.C.T. and Miniature costs, prompted the preparation of this Master Thesis. The specificity of a Territorial Marketing that contrary to the products, not part of a "zero-based", or in other words, the territory does not choose, is already there with their own characteristics (with its natural and built heritage; material and immaterial, the sympathy of the population,. etc.) requires an interdisciplinary approach to the subject to propose innovative and non-standard solutions. Thus, a Marketing Online for a particular destination must necessarily have a holistic view and consider the possible contribution of each Stakeholder. Main objective of this dissertation is: 1) Promote: A Strategy Digital Marketing for the University of Coimbra as a World Heritage Site, along with three new foreign markets and strengthening existing, given its geographical proximity as source markets. 2) Test: The Current Online Marketing Strategy developed by the Tourism Center (TC) and the University of Coimbra. 3) Developing: An Online Marketing Strategy through a new concept of construction and implementation of technological applications approach, such as a Website and an original video (pointing to content that promotes interactivity with the consumer, Crowdsourcing). We will also invest in (as eminently social component) social networks. It is intended, therefore, that these new markets are achieved primarily via Online Marketing, as a structured tool that reaches niche markets where to Traditional Marketing there is not a favorable cost-benefit. The big challenge will be to transform the starting conditions for the preparation of the Site and the promotional video in productivity growth in other words, to add a final value to information made available. We should follow innovative criteria for building new platforms: 8PS Digital Marketing. As opposed or if we are in addition, to the traditional 4Ps of Marketing. The T.I.C.T should be understand as an important complementary process of development, whose horizon is possible that the long-term and strategic instrument of territorial development. Analyze the areas of responsibility of the Regional Entities Tourism, current Online applications developed for Tourism promotion of the University of Coimbra and its interconnection with the various stakeholders, are specific learning objectives of this Dissertition interconnection with the various stakeholders, are specific learning objectives of this Dissertation.
The recent award to the University of Coimbra's World Heritage status by UNESCO, the ability to better promote this tourist destination in overseas markets through the T.I.C.T. and Miniature costs, prompted the preparation of this Master Thesis. The specificity of a Territorial Marketing that contrary to the products, not part of a "zero-based", or in other words, the territory does not choose, is already there with their own characteristics (with its natural and built heritage; material and immaterial, the sympathy of the population,. etc.) requires an interdisciplinary approach to the subject to propose innovative and non-standard solutions. Thus, a Marketing Online for a particular destination must necessarily have a holistic view and consider the possible contribution of each Stakeholder. Main objective of this dissertation is: 1) Promote: A Strategy Digital Marketing for the University of Coimbra as a World Heritage Site, along with three new foreign markets and strengthening existing, given its geographical proximity as source markets. 2) Test: The Current Online Marketing Strategy developed by the Tourism Center (TC) and the University of Coimbra. 3) Developing: An Online Marketing Strategy through a new concept of construction and implementation of technological applications approach, such as a Website and an original video (pointing to content that promotes interactivity with the consumer, Crowdsourcing). We will also invest in (as eminently social component) social networks. It is intended, therefore, that these new markets are achieved primarily via Online Marketing, as a structured tool that reaches niche markets where to Traditional Marketing there is not a favorable cost-benefit. The big challenge will be to transform the starting conditions for the preparation of the Site and the promotional video in productivity growth in other words, to add a final value to information made available. We should follow innovative criteria for building new platforms: 8PS Digital Marketing. As opposed or if we are in addition, to the traditional 4Ps of Marketing. The T.I.C.T should be understand as an important complementary process of development, whose horizon is possible that the long-term and strategic instrument of territorial development. Analyze the areas of responsibility of the Regional Entities Tourism, current Online applications developed for Tourism promotion of the University of Coimbra and its interconnection with the various stakeholders, are specific learning objectives of this Dissertition interconnection with the various stakeholders, are specific learning objectives of this Dissertation.
Description
Keywords
Cauda longa Crowdsourcing Web 2.0 Inovação aberta e cocriação Redes sociais Marketing online Nichos de mercado Segmentos de mercado Lei de Pareto Oceano azul/vermelho Micro segmentação Destino turístico Internet Património Cultura Turismo urbano 8Ps do marketing digital Consumidor quântico Universidade de Coimbra Património Mundial Long tail Open Innovation and co-creation Social networks Niche markets Market segments Pareto law Blue ocean Red Ocean Micro segmentation Tourist destination Heritage Culture Urban tourism 8 P’s of digital marketing Quantum consumer Coimbra’s University World heritage