Abstract
Digital marketing is gaining predominance in marketing strategies across the globe. Digitization is becoming more and more present in business, not just changes in consumer behavior, but the adoption of new technologies, tools, and applications is highly disruptive, with immediate impact on the business of all companies. The common link between digital marketing definitions is the use of tools, namely online tools. One of the biggest changes in human interaction is the recent proliferation of online social networks. Rapid growth of Web-based platforms that facilitate online social behavior has significantly modified the nature of human activities, habitats, and interactions. Real-world social relationships have been migrated to the virtual world, resulting in online communities that bring people together from across the globe. This study aims to identify and describe the various digital marketing tools and which of these can be used to increase the SMEs competitiveness. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
Regional museums are relatively recent museum structures that emerged in the late 19th century after universal exhibitions. They are museums specifically dedicated to the representation of a given population in a specific territorial context, highlighting the fundamental traits that characterize the nature and essence of that community, differentiating it from others. In northern Portugal, law no. 125/97, created the Douro Museum, a territory museum that represents the natural and cultural heritage of the demarcated Douro region, the first demarcated and regulated region of the world, in 1756, by Marques de Pombal, extending over an area of of 250,000 ha, between Barqueiros and Barca d’Alva along the Douro River and its tributaries. The museum has a “polynuclear structure distributed throughout the Douro region, based in Peso da Régua” (art. 2), serving as an element for mobilizing tourists, mainly through its main temporary exhibitions, videos, etc. In an information society, characterized by the empowerment of citizens with regard to their ability to independently obtain information and, in the process, to leave their footprint, it is crucial to understand and anticipate their interests. In this way, the supply and responsiveness of tourism agents and regional actors will be increased, making them better able to decide for an offer better suited to the real interests of visitors and even enable to influence them. This article aims to know the profile of tourists/consumers through their online behavior, trying to understand what kind of information they are looking for, which keywords are most used and searched using the fundamentals of Data Analytics and using the Google Trends tool. Moreover, this study enables to better understand the connection between online search interests and the reality of the Douro Museum visitants. This approach is nowadays a major contribute to bridge the gap between visitors needs/interests and tourism player’s strategies definition, making Data Analytics a fundamental tool to enable decision support systems. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
The evolution of technology in the last decade predicts a future where technology is disseminated in the environment in order to merge with the environment itself, being omnipresent. This world paradigm has been associated with the Internet of Things concept or, according to several authors, with the Internet of Everything concept. The potential massive dispersion of technology, which, with the progress of nanotechnology, will be increasingly miniaturized, combined with high-performance and universal communication networks, will revolutionize the concept of monitoring, resulting in profound changes in various sectors of activity and knowledge. In this context, this article presents a cloud-based Internet of Things architecture in order to respond to the growing needs of monitoring by the Civil Protection Public Organizations, who are responsible for monitoring several parameters and produce multiple information and reports in the context of the security of populations and territories. Finally, it is presented a prototype implemented according to the proposed architecture capable of monitoring monoliths dispersed in the territory, as a way of acting preventively, avoiding merely reactive actions after disaster situations. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Abstract
The economic sector of tourism has gained significant weight in the economy of many countries, highlighting the weight of this sector in Portugal. However, the inconsistency and seasonality of demand causes companies linked to the sector to encounter difficulties regarding the planning and management of resources allocated to the activity. It is often the case that there are periods of economic loss caused by a small volume of demand that is insufficient to support the costs of the activity. In this context, this article proposes a system that, based on intelligent data analysis, allows a hotel chain to segment customers and enhance exclusive offers to minimize fluctuation and demand gaps in hotel units installed in thermal instances.

Abstract
The economic sector of tourism has gained significant weight in the economy of many countries, highlighting the weight of this sector in Portugal. However, the inconsistency and seasonality of demand causes companies linked to the sector to encounter difficulties regarding the planning and management of resources allocated to the activity. It is often the case that there are periods of economic loss caused by a small volume of demand that is insufficient to support the costs of the activity. In this context, this article proposes a system that, based on intelligent data analysis, allows a hotel chain to segment customers and enhance exclusive offers to minimize fluctuation and demand gaps in hotel units installed in thermal instances. © 2021 AISTI.

Abstract
Tourism is an information-intensive sector and today's tourist is hungry for information about everything that surrounds him and is increasingly demanding about the mechanisms that are made available for access and interaction with information. This new reality requires rethinking many of the existing solutions. In this context, the Internet of Things (IoT) is revolutionizing the way we think, design and implement Information and Communication Technologies (ICT) solutions for the tourism sector, opening up unprecedented opportunities in terms of how we can provide information and services. This new reality is enabling reengineering the interaction-process between tourists and its surrounding space. For heritage spaces, typically visited by countless tourists, there is an opportunity to rethink the entire process of supporting the interpretation and fruition of heritage, carried out by tourists. In order to understand how this reengineering can be carried out, a review of the state of the art is carried out with regard to how the IoT has been applied in the context of tourism. Then, the methodology that governed the creation of a conceptual model based on IoT is clearly defined, capable of transforming the way physical spaces of tourist interest can be interpreted and how their fruition can be improved. Particular importance is given to the contextualization of the experience, since the information provided must be adjusted to the visitor, according to their profile, which may necessarily reflect different types of interest or prior knowledge about the space. Finally, this article presents a conceptual model where its components are described and where it is discussed how the model can transform the experience of visiting touristic spaces and how tourists can access information and services that entities promoters of these spaces wish to make available. In the dissertation carried out, important aspects of the model and the gains it may generate for the revitalization and promotion of heritage are discussed.