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- Cultural Heritage and Industrial Tourism: a marketing approach to the case of Center of PortugalPublication . Matias, Ana; Cardoso, Luís; Marcelo, Ana Sofia André BentesThe aim of this work is to raise awareness concerning the potential of Industrial Tourism, especially in the Center of Portugal, in addition to sharing experiences concerning the development of touristic programs and promotion in the post-Covid times. This study aims to analyze how industrial tourism is contributing to the center region of Portugal, namely by attracting new tourists and enhancing the local economy; it also aims to chart the industrial tourism in the region and its potential growth capability; this research also aims to chart possibilities for investments in new industrial tourism projects, by analyzing the most important examples of Industrial Tourism so far and how they are facing the challenges. With this work, we aim for a theoretical approach on how to turn unique resources concerning Industry in development and wealth for each region in the postpandemic world. We also intend to focus on some cases of municipalities where this tourist modality already exists, and how it has been promoting the local particularities and heritage. The methodology is based on qualitative and quantitative analysis of data concerning the center of Portugal (28 200 km² and 2 217 285 inhabitants), provided by the government and regional tourism data sources, to understand and chart the Industrial Tourism in this region, capacity for attracting tourists, number of tourists who visited such places and their impact.
- Marketing na valorização de pequenos territórios: como a herança cultural e as experiências autênticas potenciam destinos locais.Publication . Pato, Maria Lúcia; Matias, Ana; Meneses Marques, Jorge Adolfo
- Turismo rural e autenticidade: a comunicação territorial na valorização dos recursos endógenos.Publication . Pato, Maria Lúcia; Carreira Duque, Ana Sofia; Matias, AnaPropósito | A singularidade do turismo rural, enquanto produto turístico, baseia-se nos seus recursos, tanto físicos como culturais, que distinguem cada região. Por isso, é essencial que a experiência turística realce e conserve a autenticidade das tradições locais e regionais, promovendo o modo de vida das comunidades rurais (Zhao et al., 2024). Ao respeitar e valorizar essa autenticidade e os recursos endógenos do território, torna-se possível gerar um maior impacto económico, ambiental e social local, promovendo, por outro lado, a identidade e marketing do território. No entanto, a relação entre turismo rural e autenticidade, é escassamente investigada, sobretudo em Portugal. Partindo duma investigação centrada na Região Viseu Dão Lafões (RVDL), no Centro de Portugal, o propósito deste estudo, é observar a relação entre turismo rural, autenticidade e os recursos endógenos do território. Metodologia | Para o desenvolvimento deste estudo, uma análise de conteúdo dos websites dos empreendimentos de turismo no espaço rural (TER) na RVDL foi usada. A escolha por esta metodologia é explicada pelo crescente uso de ferramentas digitais na procura turística (Pato & Duque, 2021). Assim começámos por observar o número de empreendimentos de TER existentes na RVDL. A pesquisa foi feita no dia 29 março 2025, com base no Registo Nacional de Empreendimentos Turísticos (RNET). Foi posteriormente construída uma base de dados excel com distribuição destes empreendimentos por concelho, tipologia e existência de página web. Para estes foi observada a oferta turística existente, com particular ênfase na oferta de produtos/serviços endógenos e de características rurais: experiências no campo; experiências gastronómicas; pedestrianismo, caminhadas e ciclismo; eventos e festas rurais; desportos de aventura e workshops relativos a produtos/serviços endógenos. Baseado nos trabalhos de Pato & Duque (2021) a existência desta oferta foi analisada de acordo com um processo dicotómico (sim/não). Resultados esperados | Apesar da importância dos recursos endógenos e de experiências autênticas na promoção do turismo rural e marketing do território, os resultados mostram uma aparente modéstia na oferta existente na RVDL. São poucos os empreendimentos que parecem oferecer experiências autênticas relacionadas com os modos de vida local e com a ruralidade do território. Adicionalmente, as redes estabelecidas com outros stakeholders locais na oferta destas experiências parecem também modestas.
- Organizational resilience in the digital era: leveraging social media platforms for Crisis Communication.Publication . Matias, Ana; Turk, Ezel; Lopes, AnaThis paper explores the critical role of crisis communication in contemporary organizations, emphasizing the growing importance of digital media in shaping communication strategies. As technological advancements and societal shifts redefine how institutions interact with stakeholders, entities face increasing pressure to safeguard their reputations and maintain public trust, particularly in times of crisis. Drawing on recent data predicting a rise in unforeseen crises, this study examines how crisis communication serves as a strategic framework for risk identification, prevention, and responsive action. Special attention is given to the integration of traditional and digital communication tools, as well as the principles of transparency, timeliness and consistency in managing reputational risks. The paper proposes a coding categorization model to support future empirical research, offering a structured approach for analyzing organizational responses in crisis scenarios. Ultimately, the findings highlight the necessity of adaptative, proactive, and multi-platform communication strategies that enable institutions to respond effectively in an increasing complex and fast-paced media environment.
- Crisis Communication in the digital age: bridging classic approaches with modern toolsPublication . Matias, Ana; Turk, Ezel; Lopes, AnaIntroduction: In the contemporary era, technological advancements and transformations in communication practices demand enhanced organizational communication strategies. Public entities must protect their reputations and engage stakeholders effectively, leveraging new media to address crises and mitigate negative impacts. Crises - inherent to human activity -, are projected to rise in the next years, necessitating robust crisis communication frameworks for risk identification, prevention, and response; this way, strategies should include stakeholder engagement, media interaction, and transparent messaging. This research explores best practices in crisis communication, proposing coding categorization to bridge theoretical and practical approaches for effective crisis management in a digital context. Objectives 1. To analyze best practices in crisis communication by exploring theoretical and practical frameworks, emphasizing effective messaging strategies and stakeholder engagement during different stages of a crisis. 2. To investigate the role of digital and social media platforms in modern crisis communication, assessing their opportunities for real-time engagement and challenges related to misinformation and swift information dissemination. 3. To propose a coding categorization framework for future empirical studies, aiming to enhance the adaptation of crisis management strategies in diverse organizational contexts and unfavorable digital environments. Methodology A qualitative methodology was employed, combining theoretical and methodological elements. The approach included a literature review to identify knowledge gaps, a documentary analysis of scientific materials to extract relevant criteria, and the development of a theoretical model for content categorization. The proposed framework was validated against existing theories, ensuring coherence and adaptation to the digital context. Results Effective crisis communication requires a combination of offline and online tools to ensure a coordinated response and maintain trust. A Crisis Management Plan provides a strategic framework, outlining roles, responsibilities, and operational strategies, while a Crisis Communication Plan focuses on real-time information flow and engagement with stakeholders, media, and the public. Forming a crisis team, assigning spokespersons, and utilizing tools such as messaging templates, press releases, email communication, and official websites are essential components of effective crisis communication. Digital platforms, especially social media, play a crucial role in crisis communication by enabling real-time, two-way interactions and addressing misinformation promptly. Platforms like X (formerly Twitter), Instagram, and YouTube allow organizations to disseminate updates, engage with stakeholders, and foster community resilience. Social media tools and analytics, such as Google Analytics, Facebook Insights, and Twitter Analytics, as well as social listening tools like Brandwatch, Hootsuite, and Mention help track the crisis's impact and refine strategies in real time, ensuring a transparent and reliable approach to crisis management. Strategies for apologies, transparency, image repair, or corrective action can be adapted to social media. Regarding response strategies discussed in the literature (Benoit, 2015; Coombs, 2007, 2017; Liu et. al., 2011; Jin, Pang, & Cameron, 2012), a systematic coding framework can be used to categorize social media crisis content by message type, tone, audience, and engagement, helping organizations optimize their strategies and evaluate effectiveness Conclusions Crisis communication is a cornerstone of organizational resilience, requiring strategic preparation, response, and post-crisis evaluation. Preparation involves proactive measures like risk assessments, communication planning, and team training to enhance readiness and mitigate risks; in crises, transparency, timeliness, and consistent messaging are vital to counter misinformation and maintain credibility. Social media platforms, such as X and YouTube, enable real-time engagement and broad reach but also present challenges like misinformation. Digital tools, including analytics and monitoring software, help refine messaging and target stakeholders more effectively. This research introduces a coding framework to analyze communication strategies by categorizing message types, tones, and audience engagement. Combining traditional and digital approaches fosters trust, supports recovery, and strengthens organizational resilience in today’s complex global environment.
- Activism as a marketing strategy: impacts and challenges for fashion brands in LGBTQ+ contextPublication . Marcelo, Ana; Matias, AnaIn recent years, fashion has played a central role in social activism, especially in defending the rights of the LGBTQ+ community. Fashion brands adopt inclusion and diversity strategies, reflecting a social commitment that resonates with consumers. This paper investigates fashion brands’ LGBTQ+ initiatives, exploring the underlying motivations and differentiating between genuine activism and opportunistic pinkwashing practices. The research reveals that activism can strengthen reputation and consumer loyalty, providing significant benefits when genuine. However, brands that embrace LGBTQ+ causes superficially risk losing credibility. The paper also discusses corporate social responsibility (CSR) in fashion, highlighting the importance of consistent internal policies and sustainable practices to ensure the authenticity of campaigns. In addition, it explores the challenges brands face in conservative markets, where supporting LGBTQ+ causes can generate boycotts, and presents recommendations for effective and ethical strategies. The study is based on a literature review and analysis of fashion campaigns. It presents a critical view of the impact of activism and suggests areas for future research. It concludes that the integration of values of inclusion and social justice is essential for brands to stand out in a positive and lasting way.