Percorrer por autor "Santos, Zelia Raposo"
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- Academia da leitura do mundo: o jornalismo, a comunicação e eu.Publication . Bonacho, Fernanda; Figueiredo Pina, Helena; Quaresma Tomás Pontes, Margarida Joana; Trindade, Jorge; Rezola, Maria Inácia; Pereira da Mata, Maria José; Araújo, Susana; Moutinho, Vera; Santos, Zelia RaposoEste livro reúne os resultados do projeto “Academia da Leitura do Mundo: o Jornalismo, a Comunicação e Eu”, cuja equipa propôs seguir uma metodologia experimental e testar uma intervenção na comunidade escolar que convidasse jovens estudantes a fazer uma leitura crítica do mundo através do jornalismo. O projeto decorreu entre 2019 e 2022 e foi financiado pelo Programa Academias Gulbenkian Conhecimento da Fundação Calouste Gulbenkian. A Escola Superior de Comunicação Social do Instituto Politécnico de Lisboa foi responsável pela implementação do projeto em parceria com cinco instituições do ensino superior: Escola Superior de Educação e Ciências Sociais do Instituto Politécnico de Portalegre, Escola Superior de Educação do Instituto Politécnico de Setúbal, Escola Superior de Tecnologias de Abrantes do Instituto Politécnico de Tomar, Universidade da Beira Interior/LabCom, e Escola Superior de Educação e Comunicação/CIAC da Universidade do Algarve. Este livro mostra como a “Academia da Leitura do Mundo” pode servir como programa educacional inovador para jovens estudantes, com idades entre 14 e 24 anos, com o objetivo de promover a literacia mediática e o desenvolvimento de três competências chave: a comunicação, a autorregulação e o espírito crítico. Esta foi uma iniciativa educacional a nível nacional que desafiou muitos jovens estudantes a compreender, analisar criticamente e participar ativamente no mundo mediático contemporâneo, preparando-os para serem cidadãos críticos, conscientes e bem-informados.
- Exploring the impact of sponsorship disclosure on consumer purchase intentions on social media marketingPublication . Charlotte, Dercy; Santos, Zelia RaposoAbstract Influencer marketing has blurred the lines between organic and editorial content, making it challenging for users to identify persuasive efforts in endorsements. The disclosure dilemma extends beyond ethical considerations, impacting strategies, performance, and the purchase intention index for brands and influencers seeking more effective endorsements. Understanding consumer behavior and attitudes toward advertising is pivotal for crafting marketing strategies and driving sales. This study seeks insights into the factors influencing purchase intention, including sponsored content presentation, advertising recognition, consumer attitudes, and the role of the product-influencer match-up. Employing a quantitative approach through an online questionnaire, the study explored data from active followers of social media influencers on Instagram and TikTok. The findings reveal that a standardized disclosure enhances ad recognition, and consequently influence consumers positive attitudes towards the ad. The congruence between the product and influencer contributes to improved attitudes towards the ad and indirect purchase intention.
- Gestão da imagem de destino: a perceção e os fatores de atração da Área Metropolitana de Lisboa entre estudantes universitáriosPublication . Severino, Filipe Segurado; Costa, Teresa; Cristina, Margarida; Roque, Ana Gláucia; Nunes, Sandra; Santos, Zelia RaposoEste estudo explora as perceções de estudantes universitários, tanto residentes portugueses como estudantes internacionais a viver em Lisboa, relativamente às principais atrações da Área Metropolitana de Lisboa, em Portugal. Estes estudantes, ao residirem atualmente em Lisboa, representam também potenciais turistas futuros. Compreender as suas perspetivas sobre as atrações de Lisboa visa fornecer contributos que possam orientar estratégias de destinos noutras regiões. Recorrendo a uma abordagem de métodos mistos, a investigação analisa as características específicas que atraem estes estudantes para Lisboa, cidade reconhecida pelo seu rico património cultural e ambiente vibrante. Os dados foram recolhidos junto de estudantes de duas instituições de ensino superior, através de questionários interativos com conteúdos multimédia sobre a área. O estudo destaca que os marcos culturais e históricos, as condições climáticas favoráveis e o compromisso com a sustentabilidade ecológica são elementos-chave que contribuem para a atratividade. Os resultados demonstram que estas características não só atraem potenciais turistas futuros, como também permitem aos destinos potenciar os seus atributos únicos para aumentar a atratividade e enfrentar os desafios da sustentabilidade. Esta análise aprofunda a compreensão das perceções dos turistas e das qualidades dos destinos, oferecendo contributos relevantes para iniciativas de gestão e marketing de destinos orientadas para práticas de turismo sustentável.
- An importance–performance analysis approach to a tourism destination: the case of Lisbon metropolitan area, PortugalPublication . Costa, Maria Teresa; Calisto, Maria de Lurdes; Santos, Zelia Raposo; Severino, Filipe Segurado; Nunes, Sandra; Rosário, João Ferreira doAbstract: Pull factors, the attributes of a specific location, matter in tourism. These factors encompass the distinctive characteristics and alluring features that attract tourists to a destination, their importance and performance influencing the decision-making process and overall experience. A clear comprehension of this concept is crucial for destinations' economic vitality as they compete for tourists and strive for economic expansion and employment prospects. Indeed, an in-depth knowledge of these factors' importance and performance underscores the need for regions to adjust their approach to evolving tourist preferences. This adaptation is crucial to fostering responsible and sustainable tourism practices that safeguard cultural and natural resources. However, besides learning about the factors considered critical by tourists to visit a location, it is paramount to analyse how they evaluate the performance of each of these factors while staying there.This study focuses on the Lisbon Metropolitan Area (LMA), Portugal, and the findings will provide essential insights into destination competitiveness, sustainable tourism development, and the creation of unique travel experiences. As a destination that gained popularity, attracting tourists from all over the world, it is necessary to comprehend the specific factors that contribute to this vibrant region's allure and how it performs regarding them. The research will use the Importance-Performance Analysis to make data interpretation accessible and suggest relevant measures to improve competitiveness based on optimising the allocation of resources among the various factors/attributes analysed. The research incorporates numerous criteria categories, including historical significance, urban appeal, natural scenery, culinary experiences, cultural heritage, and aspects like streets' cleanliness, transport availability, or health emergency infrastructures.The study's conclusions will impact Lisbon region's (LMA) tourism and destination management. By understanding what factors are more important for tourists that visit the area and their evaluation of the performance of each of these factors,stakeholders can improve marketing, infrastructure, and the visitors' experience to promote sustainable development and maintain Lisbon's standing as a top tourist destination for rewarding and enlightening experiences. Relevant data is also provided to inform future tourism initiatives. This study adds to the academic discussion of location competitiveness and unique travel experiences.
- The macro context for entrepreneurship in tourism: a review of emerging trendPublication . Costa, Maria Teresa; Calisto, Maria de Lurdes; Machado, Ana Teresa; Santos, Zelia Raposo; Nunes, Sandra; Severino, Filipe SeguradoAbstract: Tourism has an enormous economic and employment potential, which, at least until 2019, encouraged many countries to develop their tourism offer and attract more tourists. Then the COVID-19 pandemic happened, and nowadays, Europe, the most important tourism destination in the world, faces a new war and refugee crisis. Tourism is an activity that propels the economy and job creation internationally; nevertheless, the activity is vulnerable to macro environment events. Both aspects are crucial issues for tourism entrepreneurs. Therefore, it is relevant to understand the emerging trends that entrepreneurs may face. Based on a systematic literature review, this paper aims to identify the major macro-environmentalfactors that impact tourism activity by answering the following research question: What contextual factors should entrepreneurs expect to impact their businesses? A systematic literature review was conducted in three steps: 1) selection of the relevant sources (on WoS and Scopus-indexed journals) using appropriate selection criteria that fitted the research questions; 2) assessment of the selected articles according to exclusion criteria to reach a final sample of articles; 3) full analysis of the base of final articles to identify emerging trends associated to relevant contextual factors. Results suggest that political-legal, technological, sociocultural, and sustainability-related factors have been the most relevant ones. This study has relevant contributions to practice since it highlights what entrepreneurs should expect from the macro environment. It also contributes to tourism literature by opening new lines of research and synthesising the trends impacting tourism activity.
- Macro-environmental factors for tourism and hospitality: a systematic review aligned with sdgs 8, 12, and 13Publication . Santos, Zelia Raposo; Severino, Filipe Segurado; Machado, Ana Teresa; Calisto, Maria de Lurdes; Costa, TeresaABSTRACT Objective: This study aims to identify the macro-environmental factors that shape tourism and hospitality and to provide a comprehensive framework that integrates their impacts on destinations, consumer markets, and industry stakeholders. Theoretical Framework: Grounded in the PESTA approach, the research conceptualizes tourism as highly vulnerable to external forces while also aligned with the Sustainable Development Goals (SDGs), emphasizing resilience, sustainability, and innovation as key drivers for long-term industry viability. Method: A systematic literature review was conducted following PRISMA guidelines, screening articles published between 2008 and 2022 in Scopus and Web of Science. After a multi-stage selection process, 50 articles published in top-ranking journals were analized and categorized into five macro-environmental dimensions: political-legal, economic, sociocultural, technological, and environmental. Results and Discussion: Findings revealed that political stability and policy frameworks strongly affect tourism flows and investment, while economic crises remain underexplored at the destination level. Sociocultural trends, such as sustainability-driven consumer behavior, and technological innovations, particularly digital platforms, redefine market dynamics. Environmental challenges, including climate change and natural disasters, critically influence destination image and resilience. An integrative framework is proposed to synthesize these impacts and highlight research gaps. Research Implications: The study advances a research agenda addressing overlooked areas such as economic shocks and technological roles at the destination level. Originality/Value: This is among the first systematic reviews to holistically map macro-environmental influences on tourism and hospitality, offering theoretical and practical insights that support sustainable development strategies consistent with the SDGs 8 (Decent work and economic grow) 12 (Responsible Consumption and Production), and 13 (Climate Action). The study emphasizes how innovation, entrepreneurship, responsible business practices, and environmental adaptation contribute to a more resilient, inclusive, and sustainable tourism economy.
- Perceção dos profissionais de marketing sobre o impacto dos influenciadores virtuaisPublication . Volz Ferreira, Mónica; Machado, Ana Teresa; Santos, Zelia RaposoResumo do livro “Comunicação e Inteligência Artificial” explora a convergência dinâmica entre as áreas das Ciências da Comunicação e da Inteligência Artificial (IA). Um campo de estudos emergente que procura compreender mudanças sociais profundas, impulsionadas por desenvolvimentos tecnológicos e pela sua adoção crescente. Os vários capítulos da obra reúnem contributos de autores de diversas áreas científicas e geografias, e convidam o leitor a refletir sobre como a IA, as suas tecnologias e as suas aplicações, revolucionam as práticas comunicacionais, transformam a interação humana e desafiam conceitos estabelecidos. Dividido em duas partes, a obra aborda desde as definições fundamentais de inteligência até às implicações organizacionais, culturais, sociais e legais destas novas tecnologias. A primeira parte oferece uma visão crítica e contemporânea sobre a relação entre IA e a comunicação, discutindo temas como o processamento de linguagem natural, os chatbots e a evolução da leitura em contexto digital. A segunda parte mergulha nas práticas e nos desafios da utilização da IA em vários setores como o jornalismo automatizado, o marketing, a regulação de conteúdos e as futuras redes de comunicação 6G. Esta obra é um recurso para quem deseja compreender as complexas interações entre a comunicação e a IA, promovendo uma análise aprofundada e abrangente das oportunidades e dos desafios que emergem com a rápida evolução destas novas tecnologias. Uma leitura que visa ser útil para quem procura navegar com eficácia nas fronteiras entre o humano, a tecnologia e o digital.
- Perceptions and realities of Lisbon: an examination of the image of a tourist destinationPublication . Severino, Filipe Segurado; Roque, Ana Gláucia; Cristina, Margarida; Santos, Zelia Raposo; Nunes, Sandra; Costa, TeresaAbstract Destination image is related to comprising cognitive, emotional, and conative components and includes an individual's thoughts, ideas, and perceptions of a place. Images consistently coincide with the internalisation of distinct perspectives, demonstrating that people have different perceptions of the destiny. Influences include media, authority figures, music, and movies. Although the experience may not match their initial expectations, these effects form their preconceived beliefs and expectations of a trip. Accordingly, it is important to explore the trustfulness of the positioning of tourist destinations to ascertain its alignment with the expectations of tourists. Given that, Lisbon has been regarded as one of the foremost European cities in recent years, owing to its high level of accessibility and its multifaceted sensory attributes, it was deemed pertinent to investigate the perceptions of the visitors towards the city. The present study used a mixed methods approach, incorporating a multimedia component that showcases various locations in the Lisbon region with open-ended questionnaires to gather the perspectives of the tourists and a closed-ended questionnaire that inquiries about the primary factors that attract visitors to Lisbon. This analysis employed graphical representations, including word clouds and graphics to explore the identified impressions. The research revealed a robust association between cultural, historical, and aesthetic variables and the choice of travel destination. Certain visual representations highlight the imperative of pursuing sustainable and responsible development to mitigate the potential for enduring degradation. This holds significance as certain images are linked to instances of environmental and social irresponsibility. The study also revealed that History and Heritage emerged as the most significant factors that attract individuals, followed by Cultural Attractions, Weather and Climate, Gastronomy, and Panoramic Views and Landscapes. A notable perception exists regarding the insufficiency of sustainability and eco-friendly practices, underscoring the necessity for targeted sustainability endeavours to promote responsible and sustainable development of tourism destinations. Indeed, additional research on the contrast of perception and reality at the location is needed to evaluate the picture provided to visitors. However, understanding tourist-relevant areas like Lisbon is a good foundation for advertising them, allowing various stakeholders to make authentic and valuable marketing decisions.
- Segmenting consumers through behavioural engagement in Facebook brand communitiesPublication . Santos, Zelia Raposo; Coelho, Pedro Simões; Rita, PauloAbstract: Companies must tailor their social media strategies based on consumer engagement levels for effective branding. Even the best strategies can falter if consumers lack a predisposition or appropriate personality traits for brand attachment. This study focused on segmenting FMCG brand consumers on Facebook by their brand-related activity frequency. The 1,091 participants were classified into three segments: active, moderate, and passive. Surprisingly, no demographic disparities were observed among the groups, indicating that traditional segmentation variables do not influence consumer engagement on Facebook brand pages. However, significant distinctions were found in personality traits, brand relationship proneness, and social relatedness. The most active consumers exhibited higher levels of extraversion, openness, proneness to brand relationships, and social relatedness. This research underscores the importance of considering psychological factors in social media strategies rather than relying solely on demographic segmentation.
- SHIFT & Inspire: tourism & hospitality trendsPublication . Costa, Teresa; Calisto, Maria de Lurdes; Machado, Ana Teresa; Ramos, Célia Quitéria; Montargil, Filipe; Severino, Filipe Segurado; Ferreira do Rosário, João Carlos Vinagre; Umbelino, Jorge; Belo, Miguel; Madeira, Rui Neves; Nunes, Sandra; Santos, Zelia RaposoWelcome to “Shift & Inspire: Tourism and Hospitality Trends”, an e-book that explores the dynamic and ever-changing landscape of tourism and hospitality in a world undergoing profound transformation. As we embark on this journey, we delve into the diverse forces that shape the industry, touching upon crucial themes that are shaping the present and moulding the future.