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Abstract(s)
Em 2020 a crise pandémica que varreu o mundo acelerou a presença das marcas e dos
consumidores no digital.
A implementação de estratégias omnichannel, com integração dos canais de venda e
comunicação para uma experiência de consumo contínua e uniforme, determina mais do que
nunca o futuro de muitas empresas. Para além de ir ao encontro das expectativas do consumidor
e de isso ter um impacto directo nas vendas, a implementação de uma estratégia omnichannel
permite a recolha de dados fundamentais para as decisões de gestão.
Tal é válido nas mais variadas áreas de actividade e o turismo cultural, em que se enquadra a
Parques de Sintra, não é excepção.
Assim, neste trabalho de investigação e dissertação analisa-se a aplicabilidade de uma estratégia
omnichannel na Parques de Sintra.
In 2020 the pandemic crisis that swept the world accelerated the presence of brands and consumers in the digital. The implementation of omnichannel strategies, with integration of sales and communication channels, for a continuous and uniform consumer experience, determines more than ever the future of many companies. In addition to meeting consumer expectations and having a direct impact on sales, the implementation of an omnichannel strategy allows the collection of fundamental data for management decisions. This is valid in the most varied areas of activity and cultural tourism, in which is included Parques de Sintra, is no exception. Thus, this research and dissertation work analyses the applicability of an omnichannel strategy at Parques de Sintra.
In 2020 the pandemic crisis that swept the world accelerated the presence of brands and consumers in the digital. The implementation of omnichannel strategies, with integration of sales and communication channels, for a continuous and uniform consumer experience, determines more than ever the future of many companies. In addition to meeting consumer expectations and having a direct impact on sales, the implementation of an omnichannel strategy allows the collection of fundamental data for management decisions. This is valid in the most varied areas of activity and cultural tourism, in which is included Parques de Sintra, is no exception. Thus, this research and dissertation work analyses the applicability of an omnichannel strategy at Parques de Sintra.
Description
Keywords
Parques de Sintra Omnichannel Turismo cultural Segmentos de mercado Jornadas do consumidor Integração de canais Cultural tourism Market segments Costumer journeys Channel integration