| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 3.9 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
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.