A importância do marketing digital para um destino turístico : o caso da ilha da Madeira - website VisitMadeira
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Data
2022
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É um facto de que estamos na era digital e que a internet e as plataformas sociais têm um
grande impacto na maneira como as pessoas se comportam, como as empresas/marcas
comunicam. Esta evolução digital permitiu a criação de ambientes mais dinâmicos e
desafiadores, e por isso é importante adaptarmo-nos a esta nova realidade.
Num mundo onde a internet tornou-se numa das plataformas mais importantes na
transmissão e obtenção de informação e onde existe uma grande competitividade, o
marketing digital surge para auxiliar as empresas a destacarem-se e a criarem uma forte
presença online. Tanto no mundo físico como no virtual, ser relevante, original, criativo
ou divertido nunca foi tão importante (Rosenthal, 2017).
Os destinos turísticos não são exceção. O turismo em Portugal sempre foi uma das
principais atividades económicas do país e, com a evolução da internet assistiu-se a um
boom turístico. O aparecimento de várias ferramentas do marketing digital, tal como o
website e redes sociais, mudou, para sempre, a maneira como fazemos turismo.
Estamos perante um turista que é cada vez mais ágil, livre e dotado de ferramentas que
lhe dão acesso a um conjunto de ofertas turísticas. Assim, os destinos vêem-se obrigados
a seduzir um turista cada vez mais experiente e exigente, detentor de poder e informação,
que dispões de um vasto leque de escolhas concorrentes aliciantes (Peres & Rita 2017).
O estudo do caso da Ilha da Madeira torna-se relevante, uma vez que estamos a falar de
um destino altamente competitivo. O objetivo desta dissertação é compreender de que
maneira o marketing digital influenciou o crescimento do turismo na Ilha da Madeira.
It is a fact that we are in the digital age and that the internet and social platforms have a big impact on the way people behave, how companies and brands communicate. This digital evolution allowed the creation of more dynamic and challenging environments, and that is why it is important to adapt to this new reality. In a world where the internet has become one of the most important platforms for transmitting and obtaining information and where there is great competition, digital marketing emerges to help companies stand out and create a strong online presence. In both the physical and virtual worlds, being relevant, original, creative or fun has never been more important (Rosenthal, 2017). Tourist destinations are no exception. Tourism in Portugal has always been one of the main economic activities in the country and, with the evolution of the internet, we have witnessed a tourism boom. The emergence of several digital marketing tools, such as the website and social networks, changed forever the way we do tourism. We are facing a tourist who is increasingly agile, free and equipped with tools that give him access to a range of tourist offers. Thus, destinations are forced to seduce an increasingly experienced and demanding tourist, holder of power and information, who have a wide range of attractive competing choices (Peres & Rita 2017). The case study of Madeira Island becomes relevant, since we are talking about a highly competitive destination. The objective of this dissertation is to understand how the digital marketing has influenced the tourism growth in Madeira Island.
It is a fact that we are in the digital age and that the internet and social platforms have a big impact on the way people behave, how companies and brands communicate. This digital evolution allowed the creation of more dynamic and challenging environments, and that is why it is important to adapt to this new reality. In a world where the internet has become one of the most important platforms for transmitting and obtaining information and where there is great competition, digital marketing emerges to help companies stand out and create a strong online presence. In both the physical and virtual worlds, being relevant, original, creative or fun has never been more important (Rosenthal, 2017). Tourist destinations are no exception. Tourism in Portugal has always been one of the main economic activities in the country and, with the evolution of the internet, we have witnessed a tourism boom. The emergence of several digital marketing tools, such as the website and social networks, changed forever the way we do tourism. We are facing a tourist who is increasingly agile, free and equipped with tools that give him access to a range of tourist offers. Thus, destinations are forced to seduce an increasingly experienced and demanding tourist, holder of power and information, who have a wide range of attractive competing choices (Peres & Rita 2017). The case study of Madeira Island becomes relevant, since we are talking about a highly competitive destination. The objective of this dissertation is to understand how the digital marketing has influenced the tourism growth in Madeira Island.
Descrição
Orientação: Eduardo Manuel Machado de Moraes Sarmento Ferreira
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING DIGITAL, TURISMO, ARQUIPÉLAGO DA MADEIRA, COMMUNICATION, MARKETING DIGITAL, TOURISM, ARCHIPELAGO OF MADEIRA