Digital marketing impact on tourism in Portugal: a quantitative study

Abstract

Almost two decades have passed since the beginning of the millennium, digital marketing and mobile technology are evolving so fast that has changed the way tourists travel, plan and experience their holidays, even more so with the newer generations, who are more propense to travel, discover the world and to use these technologies. The extraordinary increase of 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, security). Digital marketing and mobile technology are key factors for the players in the industry of tourism, so we are going to try and determine how they are influencing tourists in their choices. Based on the use of a quantitative research and in view of the fact that it is intended to analyze attitudes, intentions and behaviors the data was collected through a questionnaire (Cunha, 2019).

Keywords

• portugal
• digital marketing
• tourism
• mobile technology