Leveraging Digital Marketing for Tourism

Exploring Strategies and Applications in Contemporary Tourism Markets

Author: José Duarte Santos, Bruno Barbosa Sousa and Paulo Botelho Pires Series: Tourism on the Verge

Leveraging Digital Marketing for Tourism

Hardcover

Each chapter offers a blend of theoretical foundations and practical insights, delving into typologies of tourism, specific segments of tourists, and critical sectors essential to tourism's functionality.

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Summary

Description

This edited volume invites readers to explore the convergence of tourism and digital marketing. It navigates the intricate relationship between these two domains by elucidating the role of digital marketing across various facets of the tourism industry. Each chapter offers a blend of theoretical foundations and practical insights, delving into typologies of tourism, specific segments of tourists, and critical sectors essential to tourism's functionality. Through neutral, third-person narration, the volume presents a comprehensive examination, showcasing how digital marketing strategies are applied within diverse tourism contexts. Rich with examples illustrating theory in practice, this work serves as an essential resource for scholars, researchers, and professionals seeking a deeper understanding of this evolving landscape.

About the Author

José Duarte Santos, PhD, is a seasoned academic and expert in Management with a focus on Marketing. Currently serving as a Senior Lecturer at the Accounting and Business School of the Polytechnic of Porto (ISCAP), his research spans various facets of modern business, including CRM strategies, digital marketing, and sustainable marketing practices. With numerous publications in esteemed journals and extensive teaching experience, Professor Santos has also authored several influential books in his field. His work focuses on the intersections of technology, consumer behavior, and organizational strategy, offering valuable insights into navigating today's dynamic business landscape.

Bruno Barbosa de Sousa is a distinguished academic with a PhD in Marketing and Strategy. He graduated in Business Management in 2006 and has since held various academic positions. Currently, he serves as a Lecturer at the Polytechnic Institute of Cávado and Ave (IPCA, Portugal) and has previously lectured at the University of Minho. Professor Sousa's research focuses on diverse areas including sustainable development, tourism behavior, organizational performance, and agile marketing. He has authored several books and numerous book chapters, along with contributing to prestigious journals such as Current Issues in Tourism; EuroMed Journal of Business; Annals of Leisure Research; Journal of Cultural Heritage Management and Sustainable Development; Tourism Management Perspectives; Wine Economics and Policy; Journal of Hospitality and Tourism Insights; Journal of Tourism, Heritage & Services Marketing; Journal of Organizational Change Management.

Paulo Botelho Pires holds a PhD in Management, complemented by a Master's degree in Marketing and a Bachelor's degree in Systems Engineering and Computer Science. He is a lecturer at the Accounting and Business School of the Polytechnic of Porto (ISCAP). With extensive academic experience spanning over two decades, he has contributed significantly to the fields of Management and Marketing, particularly in digital marketing and its various applications. His research interests include artificial neural networks, digital strategies, sales management, and the intersection of technology with marketing practices. Professor Pires is also a prolific author, having published numerous books, book chapters, and articles in reputable journals.