ESEV - DCA - Artigo em revista científica, indexada ao WoS/Scopus
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- Center of Portugal Tourism: Effects of Video Advertisements on Positive Emotions and Narrative TransportationPublication . Santos, Sara; Vasconcelos, Maria; Ferreira, Sónia; Augusto, Luísa; Santo, Pedro EspíritoNowadays, it is possible to acknowledge the appeal of online platforms for advertising or the growing popularity of videos as a form of viewer engagement and entertainment. In video advertising, the narrative framework significantly impacts how the message is interpreted, particularly when storytelling techniques are applied. Moreover, the quality and format of the advertising's message directly impact consumers' intention to make a purchase. Recently, short movies have become very popular and offer much promise for marketing travel. The way that the advertisement presents the location can have a significant impact on how people feel towards the destination. Through the creation of compelling advertisements, marketers can significantly impact customer feelings, piquing their interest in destinations. A total of 906 responses were gathered for the study, and the data were analyzed using structural equation modelling and the SMART-PLS program. All the hypotheses that were tested were confirmed, indicating that the narrative structure, transportation, and advertisement design all had a significant impact on the development of positive feelings in the viewers of the promotional videos. Therefore, the narrative and design of the advertising influence the positive emotions of tourists who see this ad. These findings bolster the body of knowledge regarding using narratives in travel videos and imply that promotional videos can effectively accomplish destination marketing. Moreover, these carry repercussionsfor marketing professionals, giving them invaluable guidance on producing compelling and memorable content for travel-related videos.
- Influence of Age on Relationship with WebsitesPublication . Santos, Sara; Santo, Pedro Espírito; Cardoso, Patrícia Azinheira; Augusto, Luísa; Oliveira, AdrianaE-commerce has grown quickly, and companies seek to attract their target audiences to their websites. The differences in behavior between young people, as users of websites and other older people is real. Thus, this investigation aimed to present an investigation model in order to analyze the determinants of loyalty to the sites and test the influence of age in this relationship. Through a sample of 250 website users, we tested an investigation model, tested through PLS-SEM, which supports the hypothesis that age produces effects in the relationship with the websites. This study is relevant for website managers, since it identifies the need for differentiated users. As impediment and limitations of the study discussed throughout this work.
- Recommendations for Internal Communication to Strengthen the Employer Brand: A Systematic Literature ReviewPublication . Santos, Sara; Augusto, Luísa; Ferreira, Sónia; Santo, Pedro Espírito; Vasconcelos, MariaThe increasingly intense competition in organisations means that they have to develop strategies to differentiate themselves. One of these strategies consists of using internal communication to improve the company’s attractiveness to outside talent and increase its attractiveness to its existing employees. However, this relationship still needs to be studied in the existing literature. This review aims to find and understand the main recommendations to be used in internal communication to improve employer branding. Nine open access scientific articles published between 2013 and 2023 on Scopus and Web of Science, written in English, met the inclusion criteria. Internal communication has been proven to play a crucial role in employer branding. The review presents a series of guidelines that can be incorporated into internal communication to strengthen the employer brand. These relate to communication qualities, knowing how to listen to and respect employees, maintaining responsiveness, providing feedback and the flow of company-related information, and choosing the appropriate communication channels. This study contributes to the ongoing scientific community by summarising and exploring the literature from the past decade. Its findings enhance our understanding of this field of study and strongly advocate for future research.
- The influence of tourists' motivations when visiting different destinations: evidence for destination communication | A influência das motivações dos turistas na visita a diferentes destinos: evidências para a comunicação dos destinosPublication . Oliveira, Adriana José de; Pereira, Ana Maria Rodrigues; Augusto, Luísa; Santo, Pedro Manuel do Espírito; Santos, SaraA competitividade turística tem sido crescente nos últimos anos. Com a internet, que permite que os turistas pesquisem os seus destinos para férias autonomamente, a competitividade entre locais turísticos tem sido mais agressiva. Neste contexto, a comunicação dos territórios com o objetivo da sua promoção e divulgação das suas características diferenciadoras tem-se centrado na apresentação dos recursos de cada território aos turistas. As motivações que estão na base da escolha do destino turístico nem sempre são conhecidas e, por vezes negligenciadas no marketing turístico. Assim, esta investigação identi ca motivações que in uenciam a escolha de um destino e tem como objetivo explorar as suas consequências. Deste modo, através de uma amostra de turistas portugueses, foi testada, através de PLS (Partial Least Squares) a in uência das motivações dos turistas na visita a diferentes destinos. Este estudo encontrou evidências para a comunicação dos destinos como referido nas conclusões apresentadas
- The role of quality of life, communication and affective image on residents' WOM in tourism promotion | O papel da qualidade de vida, comunicação e imagem afetiva no WOM dos residentes na promoção turísticaPublication . Oliveira, Adriana José de; Augusto, Luísa; Santo, Pedro Manuel do Espírito; Santos, SaraAo residir num território, o cidadão experiencia a cidade, constrói emoções e vive a sua cidade de forma única. Com a evolução do turismo e aumento da competitividade entre destinos turísticos, o word of mouth (WOM) tornou-se cada vez mais um método estratégico a ser potenciado pelas entidades turísticas e destinos. Em especí co, o WOM que os residentes fazem das suas cidades torna-se cada vez mais relevante para as cidades captarem ainda mais turistas. Assim, realizou-se um estudo com uma amostra de 428 indivíduos que, através de equações estruturais identi cou o papel da qualidade de vida dos residentes, da comunicação e da imagem afetiva no WOM. Esta investigação revela que é importante melhorar a qualidade de vida dos cidadãos e de nir uma estratégia de comunicação e ciente com o objetivo de que os residentes nas cidades realizem cada vez mais word of mouth positivo dos seus territórios.