Digital presence in tourism in Aveiro

Social media has established itself as a tool for low-cost tourism promotion, high visibility and quick and positive results. Several factors are pointed out as fundamental for a successful tourism promotion, and it is of utmost importance for tourism promoters to understand the main motivations that guide potential customers when choosing a destination or product (Arruda, 2014).

Arruda (2014) points out that, among the influencing factors, it is possible to highlight the identity, trust, loyalty and recognition of a tourism brand as the most important to be considered at the time when the decision is made to use social networks as a promotion strategy. 

The objective is to convince customers by satisfying their motivations through these digital strategies.

According to the study of the the Tourist Investment Support Centre of Turismo Centro de Portugal, the region of Aveiro has 6.98% of the tourist enterprises (hotels, rural tourism and camping) of Centre of Portugal. The same study presents the region of Aveiro with a strong digital presence, where only about 10% of the tourist enterprises do not have online presence. The preference of the tourist enterprises of the region of Aveiro goes to the creation of the webpage (80.52%) and facebook (75.32%) of the company. There has also been a growth in the number of Instagram pages (44.16%) as an online image of the enterprises. 

Figure 1 - Digital presence of tourist enterprises (companies) developments in the region of Aveiro

 

Source: Tourist Investment Support Centre of Turismo Centro de Portugal