Boletim informativo NEPS
Universidade do Minho. Instituto de Ciências Sociais. Núcleo de Estudos de População e Sociedade
2001-11-01
Resultados de pesquisa
Foram encontrados 14 registos.
A indústria de saúde e fitness é uma área de negócio que atualmente se encontra em grande evolução, tendo havido nos últimos anos um boom de interesse e de procura de bens e serviços, a par de um grande crescimento de novas entidades e empresas que se estabelecem nesta área ou se tentam adaptar a esta nova tendência de mercado.
A acompanhar o seu crescimento, assistimos também na web a uma maior difusão destes temas, verificando-se uma multiplicação na produção e distribuição de conteúdo digital relativo a interesses da área da saúde e do fitness, seja por parte das empresas que atuam na indústria, como por parte dos seus consumidores, utilizadores ativos da internet.
Paralelamente a esta realidade, assistimos também a um consumidor cada vez mais conectado ao universo online, em particular ao social media, com hábitos de consumo de c...
Atualmente as redes sociais, na qual se inclui o Instagram, assumem um papel
relevante no quotidiano, não só, dos indivíduos, mas cada vez mais no quotidiano das
empresas e marcas, que tiveram de repensar as suas estratégias de marketing de forma a
captar a atenção dos seus consumidores. Estar presente nas redes sociais e na internet em
geral já não basta para que as empresas se mantenham no mercado cada vez mais
concorrencial.
O influencer marketing, ou marketing de influência, é uma estratégia de marketing
baseada no modelo do fluxo de comunicação que sustenta que as pessoas são menos
influenciadas pela publicidade dos meios de comunicação do que pela informação de
terceiros, como os líderes de opinião que partilham as suas opiniões. (Himmick, 2016).
Estes líderes de opinião, tais como os digital influencers, que no Instagr...
The Quick Response (QR) code is seen as an emerging mobile technology that could have a high impact on the mobile marketing practices, including shopping, advertising, sales promotion, direct marketing and customer relationship management.This study investigates the intention to adopt the QR Code and its influence on digital marketing. To achieve this purpose an email survey was carried out among a sample of 116 graduate Portuguese students. The results indicate that consumers broadly know the new technology that was mainly used by them to access websites and other information online and less for shopping. Another conclusion is that the Portuguese consumer has been developed a positive attitude regarding the use of the QR Code as most of the respondents are interested in trying this new tool in the future. Besides, many respondents rev...
O objectivo deste estudo foi o de compreender em que medida os blogs de moda Portugueses influenciam os seus leitores no processo de decisão de compra. Procura-se também analisar o passa-a-palavra online (Eletronic Word of Mouth - EWOM) gerado pelos blogs de moda e o impacto que provocam nos outros consumidores. Para atingir este desiderato, foi realizado um inquérito por questionário junto de uma amostra de leitores de blogs de moda, que permitiu recolher dados sobre o seu comportamento online. A análise foi baseada no Technology Acceptance Model (TAM) que para além do modelo tradicional incluiu dois construtos adicionais (uso efetivo e EWOM).Os resultados indicam que os leitores de blogs de moda são influenciados não só pelos conteúdos dos blogs, mas também pelo EWOM que é gerado pelos seus próprios leitores. Neste contexto, os blogg...
In 2012, Guimarães hosted the European Capital of Culture (ECOC). An evaluation of this event was needed because public, private, and community funds were involved. This analysis considers tourists as external and independent stakeholders who assessed the cultural activities developed during the event as well as the attributes of the city. The main objectives of the research conducted were to assess the visitors` motivations during the hosting of the Guimarães ECOC 2012, their perceptions towards the city and if national and international visitors kept different perceptions of it. For two months, in the summer of 2012, a survey was applied to 390 visitors. The results revealed that hosting the 2012 ECOC was a major contribution towards attracting new visitors to the city (though many of the visitors stayed only for a short period of ti...
A city’s image can serve as the basis upon which to develop a strong
sense of community. This, in turn, fosters trust and cooperation
which may attract tourists and investment, and drive regional
economic growth. One strategy to enhance a city’s image is to
host cultural mega-events. This study focuses on Guimarães, one
of the European Capitals of Culture of 2012, and adopts a
marketing communication perspective to explore issues of city
image. The objective of the study reported was to understand
whether images of Guimarães improved after it hosted the
cultural mega-event. To attain this goal, we compare the
perceptions of residents who participated in the event (engaged
participants) and attendees. Several significant findings are
reported and their implications for event managers and public
policy administrators are presented, along...
To date few studies have been undertaken in Portugal dealing with the attitudes, motivations, and profile of tourists
who visit World Heritage Sites. Also, few studies have dealt with destination image (e.g., Agapito, Mendes & Valle, 2010;
Lopes, 2011). As far as it is known, none have approached the issue of gender differences in the choice of a Portuguese
heritage destination.
Since cultural tourism destinations need to differentiate themselves from each other, appropriate market segmentation
must be based on a deep understanding of the customers’ motivations and preferences. Keeping in mind results from
empirical literature (e.g., Silberberg, 1995; Beerli & Martin, 2004; Richards, 2004; Pérez, 2009; Sheng, Shen, & Chen,
2008), gender seems to be a possible approach to market segmentation, whether for Guimarães or for other cultural
...
The nomination of Guimarães, a small city located in the northwest of Portugal, as European capital of
culture (ECOC) in 2012 raised great expectations in the local community towards its socio-economic and cultural benefits.
As noted by various authors, namely Kim and Petrick (2005), Kim, Gursoy and Lee (2006) and Gursoy, Chi, Ai and Chen
(2011), residents tend to have high expectations about the benefits of hosting a mega-event, although they tend to
recognize that some costs will result from it. Therefore, the present research was designed to examine the Guimarães
residents’ perceptions on the impacts of the 2012 European capital of culture (2012 ECOC) on the city and the municipality
of Guimarães before and after the mega-event and the differences found between the two time periods.
The city of Guimar˜aes in Portugal is a place of strong symbolic and cultural
significance, and the nomination of its historical center as a World Heritage Site
in 2001 enhanced its tourism potential. This study presents the results of a survey
conducted in 2010 and 2011 to capture the profile and motivations of tourists visiting
Guimar˜aes as a cultural tourism destination. The study addressed two main issues:
whether males and females have similar or different preferences in choosing the city
as their destination, and whether there are gender differences in the perception of
the attributes of Guimar˜aes. A better understanding of the gendered nature of the
destination is a valuable cue for shaping products and services according to visitors’
preferences. The results suggest that both men and women are aware of the main
elements respo...
The nomination of Guimarães to host the 2012 European Capital of Culture (ECC) has
put on the agenda of the city the need of measuring the effects that the implementation of
this mega event could have in it and in the municipality a whole. The balance of the benefits
and costs and an extended community involvement tend to reduce negative impacts and
enhance positive ones. This chapter analyzes the involvement of population and local
associations in the planning and organization of the 2012 Guimarães European Capital of
Culture, using the coverage made during 2011 by local and national press of the mega
event. A content analysis of the news published covering the period between January and
December 2011 and using three newspapers was conducted. From those, two were local
and weekly newspapers and one was a national daily one. Looking to...
