International Journal of Marketing and Business Communication

Rui Manuel Firmino ¹, Pedro Miguel Ramada ¹, Maria Nascimento Cunha ¹, José Manuel Araújo Magano ²

Affiliations
1 Departamento de Ciências Empresariais, Instituto Universitario da Maia, PT
2 ISCET – Instituto Superior de Ciências Empresariais e Do Turismo, PT

Abstract

Almost two decades have passed since the beginning of the millennium. Digital marketing and mobile technology are evolving at a fast pace, deeply changing the way tourists travel, plan and experience their holidays. This is even more clear with the newer generations, who are more willing to travel and discover the world, and to intensively use technology. The extraordinary increase in tourism in Portugal in the last decades made it important to understand the role that digital marketing and mobile technology are playing in this area. Tourism in Portugal is one of the most important economic sectors of the country, weighting 13.7% of the GDP in 2017, according to the Portuguese Republic and it’s growing year after year. Some of the reasons for this success are obviously the unique characteristics of this small country (The Algarve, Douro valley, historical cities like Lisbon and Oporto, gastronomical and wine variety, a friendly and welcoming people, cheap prices for European standards, and security). Digital marketing and mobile technology are the key factors for the players in the industry of tourism. So, we are going to try to determine how they are influencing tourists in their choices. Based on the use of quantitative research and in view of the fact that it is intended to analyze attitudes, intentions and behaviours, the data was collected through a questionnaire (Cunha, 2019).

Keywords

Portugal, Digital Marketing, Tourism, Mobile Technology.

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