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Publication
As estratégias de comunicação digital dos portais Visit Portugal e Visit Lisboa para a promoção do turismo gastronómico em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.4 MB | Adobe PDF |
Advisor(s)
Abstract(s)
As inovações ocorridas nas tecnologias de informação e comunicação geraram mudanças no setor turístico, os métodos mais elementares de promoção da atividade turística tornaram-se, por isso, pouco eficazes. A indústria turística viu-se obrigada a adotar novas estratégias de promoção que proporcionam grandes oportunidades aos negócios e consumidores do turismo. A comunicação digital1 surgiu, desta forma, em auxílio, tornando-se na contemporaneidade um instrumento decisivo no sucesso das atividades turísticas.
Por outro lado, as evoluções nas práticas turísticas forçaram à diversidade da oferta no turismo para uma maior satisfação das necessidades e desejos de um público cada vez mais exigente e curioso. No caso de Portugal existe uma grande variedade da oferta turística, contudo, há produtos que se destacam, quer pela predominância ou pelo significado que têm na identidade do povo português, como é o caso da gastronomia. A gastronomia veio, portanto, assumir um papel único na comunicação do destino turístico Portugal, realizada com grandes esforços em ambiente digital pela Autoridade Turística Nacional e outras entidades que enfatizam o turismo gastronómico.
Este estudo, mediante a compreensão do significado da gastronomia enquanto reflexo da cultura de uma sociedade, pretende analisar a utilização da comunicação digital na promoção do turismo gastronómico em Portugal, nomeadamente nas plataformas digitais Visit Portugal e Visit Lisboa.
The innovation occurred in the Information Technology and Communication area has generated many changes on the touristic sector and the most elemental methods of promoting the tourist activity have become poorly efficient. The touristic industry has been forced to adopt new promotion strategies that provide many opportunities for businesses and consumers from the tourism. Nowadays, the digital communication2 emerged as a supporter, being a crucial instrument for the success of these activities. On the other hand, the evolution of the tourist practices has forced the diversity of the supply for a bigger satisfaction of the needs and desires of a public that is even more demanding and curious. In the case of Portugal, there is a variety of tourist offer. Yet, there are products that are highlights, either because they are predominant or because of their importance in the identity of the Portuguese people, as it is the case of gastronomy. Gastronomy has been assuming a unique role on the communication of Portugal as a tourist destination, being made with big efforts on the digital environment by the Autoridade Turística Nacional (National Touristic Authority) and other entities that emphasize the gastronomic tourism. This study, bearing in mind that the gastronomy reflects the culture of a society, aims to analyse the use of digital communication in the gastronomic tourism promotion in Portugal, namely in the digital platforms Visit Portugal and Visit Lisbon.
The innovation occurred in the Information Technology and Communication area has generated many changes on the touristic sector and the most elemental methods of promoting the tourist activity have become poorly efficient. The touristic industry has been forced to adopt new promotion strategies that provide many opportunities for businesses and consumers from the tourism. Nowadays, the digital communication2 emerged as a supporter, being a crucial instrument for the success of these activities. On the other hand, the evolution of the tourist practices has forced the diversity of the supply for a bigger satisfaction of the needs and desires of a public that is even more demanding and curious. In the case of Portugal, there is a variety of tourist offer. Yet, there are products that are highlights, either because they are predominant or because of their importance in the identity of the Portuguese people, as it is the case of gastronomy. Gastronomy has been assuming a unique role on the communication of Portugal as a tourist destination, being made with big efforts on the digital environment by the Autoridade Turística Nacional (National Touristic Authority) and other entities that emphasize the gastronomic tourism. This study, bearing in mind that the gastronomy reflects the culture of a society, aims to analyse the use of digital communication in the gastronomic tourism promotion in Portugal, namely in the digital platforms Visit Portugal and Visit Lisbon.
Description
Keywords
Comunicação digital Plataformas digitais Turismo gastronómico Digital communication Digital platforms Gastronomic tourism