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Publications

2022

Using Virtual Reality in Museums to Bridge the Gap Between Material Heritage and the Interpretation of Its Immaterial Context

Authors
Cunha, CR; Mendonça, V; Moreira, A; Gomes, JP; Carvalho, A;

Publication
Smart Innovation, Systems and Technologies

Abstract

2022

Digital Marketing Plan for CubiCasa OY USA

Authors
Zaikauskas, A; Correia, RF; Cunha, CR;

Publication
IBIMA Business Review

Abstract
The aim of this paper is to provide an analysis that will be necessary for the development of a future digital marketing plan for CubiCasa OY with the main goal to attract new customers in the United States market. Specifically, the following topics are addressed during the analysis: external and internal examination of CubiCasa in the United States market to assess the current company’s position in the market; performing empirical research to figure out the most important aspects for real estate photographers and businesses. It was followed a qualitative research method with semi-structured surveys sent by Google forms to eight customers who use floor plan creation tools and operate in the US. The findings will help to analyze and make an appropriate decision when adapting it to a digital marketing plan and help to improve customer reach and brand awareness among the United States floor plan makers and companies specializing in real estate business. Copyright © 2022. Adomas ZAIKAUSKAS, Ricardo Fontes CORREIA and Carlos R. CUNHA.

2022

Immersive Digital Marketing for Smart Cities Focusing Tourism

Authors
Cunha, CR; Lopes, L; Mendonca, V;

Publication
MARKETING AND SMART TECHNOLOGIES, VOL 1

Abstract
The tourism sector has gained increasing importance in the economy of many regions, or even countries, however, the way in which organizations and territories communicate and promote each other, to attract tourists, significantly impacts the success of the sector, and digital marketing strategies have stood out as promising. Thus, in a digital society, in which information and communication technologies are present in the daily life of the general population, especially mobile technologies, it is essential that the tourism sector seeks innovative and differentiating marketing and communication strategies. When considering the technological advances, which have been asserted lately, wireless communication networks with high bandwidth, processing capacity of mobile technologies, Internet of Things, Big Data, Virtual and Augmented Reality, Empowered Smart Cities with different technology; it can be said that the conditions are in place so that new paradigms and marketing strategies can emerge. These technologies allow to communicate with the target audience in a more impactful way and stimulating different senses, that is, immersive. It is in this context that the opportunity and motivation for the development of this research work arises. In this sense, this work highlights the technologies that we consider most relevant, combining them in a conceptual model that is proposed and that we consider enhancing an immersive and innovative digital marketing strategy, for the promotion of touristic destinations.

2022

Promotion of destinations through interactive digital marketing: collaborative model for smart cities

Authors
Cunha, CR; Mendonça, V; Martins, M; Carneiro, M;

Publication
International Conference on Tourism Research

Abstract
Smart cities are, by nature, spaces with a richness and diversity of technologies incorporated in their physical spaces, in such a way that they can be seen as a single intelligent and collaborative space. As technological pillars, two important layers arise – the sensory layer and the actuator layer, both of which are strongly interconnected with each other, emerging as a large Internet of Things network. This scenario reveals an enormous potential for marketing science and for the creation of innovative strategies to promote territories as touristic destinations. Within the multiple opportunities, there is space for the development of an interactive marketing experience, revolutionizing, through creative rethink, the way destinations interact with their visitors, and make known all their potential. Although in the context of tourism, there are three main moments in the visit process – the before, the during and the after, this work focuses on the moment of the destination visit – the during. In order to understand how creative rethink can be carried out to create innovative strategies to promote touristic destinations, an introduction is carried out, substantiating the concepts of digital marketing, smart cities and Internet of Things. Then, the methodology that governed the creation of a collaborative model for smart cities is clearly defined, being contextualized the importance of destinations-communication, the concept of a smart city and some of the major technology that support this concept. After contextualization and methodological aspects, this article presents a conceptual model where its components are described and where it is discussed how the model can take advantage of the variety of technologies that exist in a smart city, in order to allow innovative digital marketing strategies and innovating in the interaction between the city and the visitant, and vice versa – the vision of interactive digital marketing. In the model discussion, some interaction-scenarios and their main benefits are highlighted, which serve as examples for validating the proposed model. Finally, we present the work limitations and mains conclusions.

2022

Websites Usability Evaluation of the Terras De Tras-Os-Montes Hotels

Authors
Morais, EP; Cunha, CR; Santos, A;

Publication
MARKETING AND SMART TECHNOLOGIES, VOL 1

Abstract
Website is a bridge between users and online information. It is extremely important in terms of marketing and must be designed according to the rules of usability, especially in hotel industry. Websites with high usability value will be accessed by more users. Therefore, building a useful website is important. This study aims to evaluate, from the point of view of usability, the websites of hotel establishments in Terras de Tras-os-Montes, a region located in the north of Portugal.