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Digital Communication Strategy and Tourism: Examining Spanish Media Coverage About Portugal as a Tourist Destination

2022-11-03Conference object Open access
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dc.contributor.authorVeríssimo, Medéia
dc.contributor.authorLobo, Juliana
dc.contributor.authorMartínez Hernández, Ángela
dc.contributor.editorJoão Vidal Carvalhoen_US
dc.contributor.editorAntónio Abreuen_US
dc.contributor.editorPedro Liberatoen_US
dc.contributor.editorAlejandro Peñaen_US
dc.date.accessioned2024-09-10T08:59:07Z
dc.date.available2024-09-10T08:59:07Z
dc.date.issued2022-11-03
dc.date.updated2024-03-08T11:06:49Z
dc.description.abstractOnline 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.slugcv-prod-3815912
dc.identifier.urihttp://hdl.handle.net/10400.19/8520
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer Singaporept_PT
dc.subjectDigital communication strategypt_PT
dc.subjectPortugalpt_PT
dc.subjectSpainpt_PT
dc.subjectMedia monitoringpt_PT
dc.subjectOnline newspt_PT
dc.subjectTourist destinationpt_PT
dc.titleDigital Communication Strategy and Tourism: Examining Spanish Media Coverage About Portugal as a Tourist Destinationpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceChilept_PT
oaire.citation.endPage220pt_PT
oaire.citation.startPage209pt_PT
oaire.citation.titleInternational Conference On Tourism Technology & Systems 2022pt_PT
person.familyNameCampos Lobo
person.givenNameJuliana
person.identifier.ciencia-id701D-442F-2FC9
person.identifier.orcid0000-0001-5725-5045
rcaap.cv.cienciaid701D-442F-2FC9 | Juliana Campos Lobo
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication2401bc74-7753-4ade-882e-56d2a5e30bcf
relation.isAuthorOfPublication.latestForDiscovery2401bc74-7753-4ade-882e-56d2a5e30bcf

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