Browsing by Issue Date, starting with "2022-11-03"
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- Digital Communication Strategy and Tourism: Examining Spanish Media Coverage About Portugal as a Tourist DestinationPublication . Veríssimo, Medéia; Lobo, Juliana; Martínez Hernández, Ángela; João Vidal Carvalho; António Abreu; Pedro Liberato; Alejandro PeñaOnline media can influence tourists’ decisions and help build the image of destinations, so monitoring media coverage is a crucial aspect of tracking a destination’s reputation and evaluating the effectiveness of a digital communication strategy. Considering the relationship with international media is part of the Portuguese communication strategy to project its destination image and increase awareness in priority markets, this paper examines Spanish media coverage about Portugal as a tourist destination. For this purpose, the present study scanned Spanish online news over one year, identifying 81 mentions. Different types of online sources (e.g., news portals, online magazines, blogs, and Websites) were analyzed and then described based on several indicators, such as geographic reach, media names, type of coverage, and key messages. Results point to the fact that, although Portugal has been making online media efforts to reinforce its image as a diversified destination in terms of products and places, Spanish media coverage still associates Portugal with sun and sea tourism, mainly referring to destinations such as the Algarve. Therefore, this study aims to bridge the gap between theory and practice by discussing the relevance of digital media to tourism and describing the case of a destination communication strategy.
- Portuguese Born-on-the-Net Brand's Strategy on InstagramPublication . Rodrigues, Ana; Silva, PauloThe internet has become a primary communication and advertising platform, leading to the rise of born-on-the-net brands. These brands are born and widespread on the internet, and their communication strategy is based on this platform. This strategy combines digital marketing and social media like Facebook, Instagram, TikTok, and YouTube, which allows brands to establish a close relationship with their customers. This study’s main goal was to understand the communication strategies adopted by the born-on-the-net brands on Instagram and to identify their preferences regarding a publication on this social network. It was also intended to understand the brand’s motivations for choosing the online medium instead of the physical one and to realise how important social networks are for them and which are the most relevant. The research was conducted through a mixed methodology that met qualitative and quantitative methods and included an interview with six born-on-the-net fashion brand managers and a social media specialist, followed by the content analysis of 293 Instagram publications of those same brands. Thus, this investigation intended to contribute to a better knowledge of the born-on-the-net brands and their ways of communication through social media and reflect on the growing domination and importance of the online medium and its platforms.