Fernandes, FilipaZinno, Pamela2025-09-042025-09-042025-07-19http://hdl.handle.net/10400.26/58538This master's thesis investigates the perceptions and utilization of digital content and marketing strategies among tourist guides in Portugal, focusing particularly on their relationship with professional associations like SNATTI. The accelerating digital transformation in the tourism sector necessitates that tourist guides and their representative associations adapt to new technologies and market trends to maintain visibility and competitiveness. This study aims to fill existing knowledge gaps by analysing how Portuguese tourist guides perceive and engage with digital content for professional purposes and self-promotion, and how their associations can best support them in this digital era. A mixed-methods approach was employed to this exploratory study, combining a quantitative online survey completed 76 tourist guides and qualitative semi-structured interviews with 5 SNATTI´s members. Key findings from the quantitative analysis reveal that while tourist guides frequently use digital platforms for research and planning their services, there is a notable divergence in their use of digital tools for self-promotion, with many not actively promoting their services AI chatbots, for instance, are rarely used for professional improvement or research. Qualitative insights further illuminated the challenges in self-promotion, often attributed to a lack of time, insufficient digital skills, or digital fatigue. Critically, there is a clear demand for digital empowerment and practical training from SNATTI, particularly in social media management and content creation. Preferred content formats identified include videos, pod cast and infographics, valued for their ease of consumption and ability to convey information efficiently. The study concludes that for tourist guide associations in Portugal to ensure the continued prosperity of the profession, they must strategically enhance their digital marketing efforts. This involves developing digital strategies that leverage preferred content formats, and, most importantly, providing accessible and practical digital skills training to empower their members.engDigital eraTourist guidesProfessional associationsContent marketingDigital marketingTourismmaster thesis203992652