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Creating sustainable value in the tourism sector : the case of Aldeia da Pedralva

by Mariana Vilhena Freire

Institution: RCAAP
Year: 2016
Keywords: Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Posted: 02/05/2017
Record ID: 2135602
Full text PDF: http://www.rcaap.pt/detail.jsp?id=oai:repositorio.ucp.pt:10400.14/20069


Abstract

On the basis of human relations prevails the communication. With the constant evolution of technology, communication reached different dimensions and was extended to multiple platforms such as Web 2.0. Beyond the traditional word-of-mouth communications, nowadays we are facing an enormous affluence and influence of the electronic word-ofmouth. Within the electronic word-of-mouth, in this dissertation the main focus leans on fashion blogs as an important communication tool within social media, with its relevance being justified by the evolution and promising relationship between message sender and message receiver. More specifically, the current study evaluates the commercial value that fashion blogs potentially generate for the brands. Additionally, it is discussed the type of influence and credibility acknowledged by readers with regard to the blogs that they follow. This dissertation includes a literature review chapter that emphasizes theoretical facts already stated about the subject. Additionally, and in order to obtain relevant and conclusive information, was developed a consumer research data collection. The results show that the Portuguese population is not frequently involved with fashion blogs. However, for those who do, there is a strong tendency to give credibility to fashion bloggers, feel influenced in relation to publications and as a consequence, to purchase fashion items that were advertised on blogs. Na base das relações humanas prevalece a comunicação entre indivíduos. Com a constante evolução da tecnologia, também a comunicação conquistou outras dimensões e atingiu múltiplas plataformas como a Web 2.0. Para além da tradicional comunicação boca a boca, deparamo-nos hoje com uma enorme afluência e influência da comunicação boca a boca digital. Nesta dissertação são destacados os blogs de moda como uma relevante plataforma de comunicação dos media sociais, pela sua evolução e promissora relação entre emissor e receptor de mensagens dentro do tema. É também discutido que tipo de credibilidade e influência os leitores depositam num blogger. Como principal foco, analisa-se também o valor comercial que poderá resultar quando marcas do ramo da moda se aliam a blogs de moda na prática de estratégias de marketing integradas. A dissertação inclui um capitulo de revisão literária que realça factos teóricos já proferidos sobre o tema. Adicionalmente, e com o intuito de obter informação relevante e conclusiva, foi desenvolvido uma pesquisa de recolha de dados ao consumidor. Os resultados mostram que a população Portuguesa não está, na sua maioria, envolvida na leitura de blogs de moda de uma forma assídua e continuada. Contudo, para os que o fazem, existe uma forte tendência para depositar credibilidade no blogger de moda, sentir alguma influência em relação às publicações do mesmo e, como tal, proceder a compras de artigos de moda que foram publicitados em blogs. Advisors/Committee Members: Langaro, Daniela.

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