Social Media and Sustainable Tourism
Marketing: Perceptions of Owners
of Leisure-Related Enterprises Operating
Within Viana do Castelo Littoral
Geopark (Northwest Portugal)
Alexandra I. Correia, Hugo A. Sampaio, Manuel J. Fonseca,
Susana Marinho, and Ricardo Carvalhido
1 Introduction
Social media (SM) are increasingly changing the context in which businesses operate,
as they have a critical role in travellers’ decision-making and tourism operations
and management (Cristiana 2008; Gretzel 2010; Leung et al. 2013). In general,
SM provide businesses with unprecedented opportunities in terms of marketing
in particular: to understand and to respond to consumer preferences (Hays et al.
2013; Wang and Fesenmaier 2004; Papathanassis and Buhalis 2007), to forecast the
future purchasing behaviour more accurately, to attract new customers, to brand build
A. I. Correia (B) · M. J. Fonseca
Instituto Politécnico de Viana do Castelo, Unidade de Investigação Aplicada em Gestão (UNIAG),
Viana do Castelo, Portugal
e-mail: acorreia@estg.ipvc.pt
M. J. Fonseca
e-mail: manuelfonseca@esce.ipvc.pt
A. I. Correia
Centro de Investigação em Turismo, Inovação e Desenvolvimento (CITUR), Portugal
H. A. Sampaio
Laboratório de Paisagens, Património e Território (Lab2PT), Universidade do Minho, Braga,
Portugal
e-mail: haluai@ics.uminho.pt
S. Marinho
Instituto Politécnico do Cávado e Do Ave, Barcelos, Portugal
e-mail: susmarinho@gmail.com
R. Carvalhido
Câmara Municipal de Viana do Castelo, Centro de Ciências da Terra da Universidade do Minho,
Viana do castelo, Portugal
e-mail: carvalhido@cm-viana-castelo.pt
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer
Nature Switzerland AG 2021
A. Lubowiecki-Vikuk et al. (eds.), Handbook of Sustainable Development and Leisure
Services, World Sustainability Series, https://doi.org/10.1007/978-3-030-59820-4_20
303
Marketing: Perceptions of Owners
of Leisure-Related Enterprises Operating
Within Viana do Castelo Littoral
Geopark (Northwest Portugal)
Alexandra I. Correia, Hugo A. Sampaio, Manuel J. Fonseca,
Susana Marinho, and Ricardo Carvalhido
1 Introduction
Social media (SM) are increasingly changing the context in which businesses operate,
as they have a critical role in travellers’ decision-making and tourism operations
and management (Cristiana 2008; Gretzel 2010; Leung et al. 2013). In general,
SM provide businesses with unprecedented opportunities in terms of marketing
in particular: to understand and to respond to consumer preferences (Hays et al.
2013; Wang and Fesenmaier 2004; Papathanassis and Buhalis 2007), to forecast the
future purchasing behaviour more accurately, to attract new customers, to brand build
A. I. Correia (B) · M. J. Fonseca
Instituto Politécnico de Viana do Castelo, Unidade de Investigação Aplicada em Gestão (UNIAG),
Viana do Castelo, Portugal
e-mail: acorreia@estg.ipvc.pt
M. J. Fonseca
e-mail: manuelfonseca@esce.ipvc.pt
A. I. Correia
Centro de Investigação em Turismo, Inovação e Desenvolvimento (CITUR), Portugal
H. A. Sampaio
Laboratório de Paisagens, Património e Território (Lab2PT), Universidade do Minho, Braga,
Portugal
e-mail: haluai@ics.uminho.pt
S. Marinho
Instituto Politécnico do Cávado e Do Ave, Barcelos, Portugal
e-mail: susmarinho@gmail.com
R. Carvalhido
Câmara Municipal de Viana do Castelo, Centro de Ciências da Terra da Universidade do Minho,
Viana do castelo, Portugal
e-mail: carvalhido@cm-viana-castelo.pt
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer
Nature Switzerland AG 2021
A. Lubowiecki-Vikuk et al. (eds.), Handbook of Sustainable Development and Leisure
Services, World Sustainability Series, https://doi.org/10.1007/978-3-030-59820-4_20
303