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Percorrer por autor "Pessoa, Luciana"

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  • How destination familiarity impacts on eord of mouth of tourist destinations: the moderation effects of social media engagement
    Publication . Santos, Sara; Ferreira, Sónia; Augusto, Luísa; Espírito Santo, Pedro; Pessoa, Luciana
    With the advent of the Internet, communication has changed, and new concepts have emerged, especially in tourism. Today, there are many tourist destinations, so competition is increasing. However, cities must find an effective method of differentiating themselves and demonstrating the value of their brand through social media posts since almost everyone is active in the digital world. Using social media, citizens can create and send content or choose word-of-mouth to pass on information about touristic destinations. Communication is vital for marketing and building a close relationship with the customer. Familiarity with the destination is essential because tourists should be prepared for what they will find when visiting a country. This article aims to study the effects of familiarity on the acceptance of tourist destinations moderated by engagement in social media. A quantitative approach was used, and a questionnaire was used to conduct the research. Using literature-tested scales, this study collected data from a sample of 915 individuals, which was analysed using SMART PLS software. The results identified that social media engagement is vital in moderating the relationship between familiarity with the destination, advertising stimulation and word of mouth.
    2025Documento de conferência Acesso aberto Ver mais
  • Narrative transportation and positive emotions as determinants of word of mouth in tourism
    Publication . Espírito Santo, Pedro; Santos, Sara; Augusto, Luísa; Ferreira, Sónia; Pessoa, Luciana
    Proposal and Originality: Storytelling in advertising is a powerful tool for capturing the audience's attention and fostering a connection with consumers. Artistic design is new and, through digital, is becoming central to advertising (Gao & Chen, 2021). Our Study aims to study the immersion in a story that has emphasised the power of narratives (Green et al., 2004). This study has the originality to apply the storytelling in tourism that brings destinations to life by weaving local culture, history, and unique experiences into compelling narratives that inspire travellers to connect deeply with a place. Methodology: A sample of 234 tourists was constituted, and data was collected through online surveys. These were then analysed using statistical software SMARTPLS 4.2.1. All the items were obtained from existing scales in marketing and management and the results confirm convergent validity, composite reliability and discriminant validity. Results and Implications: Narrative transportation plays an important role in stimulating each tourist to the advertising presented in the video, and the fact that each tourist enters the scenes of the video presented boosts emotions which, if they are positive, result in word of mouth for the video in the community. Familiarity with the destination and the design of the video advertising have no direct influence on the emotions created in tourists who watch the videos of historic villages, but indirectly there is an impact on emotions through the force with which individuals enter the video scenes. Research Limitations: This study only analyzed one video from a specific and very particular tourist destination: historic villages.
    2025Documento de conferência Acesso aberto Ver mais