DIGITAL MARKETING IN THE TOURIST RESORTS OF TERRAS DE TRÁS-OS-MONTES
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Abstract
Tourism in rural areas has experienced an evolutionary demand, considering new needs and trends in tourist consumption. The promotion of the various rural tourism enterprises must, like other businesses, be accompanied by using digital strategies and tools. Thus, the main objective of this research is to assess the use of digital marketing and its tools for promoting rural tourism enterprises in Terras de Trás-os-Montes. We opted for a qualitative methodology with semi-structured interviews with the managers of the enterprises in the study region, to find out their point of view on the application of digital marketing. The results reveal that the entities recognize digital marketing as an essential tool for business survival and growth. They consider that they use social networks in a "superficial" way to promote regional events, publicize seasonal activities that can be practiced by guests and promote the enterprise. Their weakness is the lack of knowledge they have in digital marketing to apply more tools and optimize the ones they already use.
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