Centre for Research in Digital Services

Publications

The role of user-generated content on brand equity and intention to visit

Publication . Santos, Sara; Vasconcelos, Maria

The emergence of the Internet has revolutionized communication and posed notable obstacles for the tourism and hospitality industries. Intense competition among numerous tourist destinations necessitates the development of distinct strategies to enhance customer brand loyalty by delivering informative and compelling content on digital platforms, mainly social media, which boasts millions of users. Effective communication is crucial in shaping consumer perceptions and nurturing robust customer connections. Businesses must disseminate relevant information and encourage online customer feedback on social media platforms where thoughts and viewpoints hold considerable weight. Web 2.0 enables individuals to create and share information through usergenerated content and electronic word-of-mouth, serving as reliable sources for tourist-related details that significantly influence travellers' decision-making processes. These inputs can sway potential tourists' decisions to visit, making them pivotal in destination marketing efforts. A qualitative methodology was employed during a focus group session to gauge participants' views regarding user-generated content's impact on various dimensions of brand equity and their inclination to visit. A case study was conducted in the Central Region of Portugal and focused on Turismo Centro de Portugal. The results revealed that individuals who engage with user-generated content and follow the Tourism Center of Portugal on social media demonstrate increased brand equity and a greater intention to visit. Additionally, those originating from the Portuguese Central Region exhibit a deeper connection and sense of belonging to it.

2025Journal article

Open access

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.

2025Conference object

Open access