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Title: The Application of a Generational Approach to the Marketing Management of Gerês-Xurés Cross-Border Park (Portugal and Spain)
Authors: Nogueira, Sónia
Luís, Maria Emília
Keywords: Generation theory
Generational marketing
National parks
Tourism destination
Issue Date: 24-Jun-2022
Publisher: Springer
Citation: Nogueira, S., & Luís, M.E. (2022). The Application of a Generational Approach to the Marketing Management of Gerês-Xurés Cross-Border Park (Portugal and Spain). In A. Abreu, D. Liberato, & J. C. Garcia Ojeda (Eds.), Advances in Tourism, Technology and Systems, (Smart Innovation, Systems and Technologies, vol. 293, pp. 457-466). Springer. Repositório Institucional UPT.
Series/Report no.: Smart Innovation, Systems and Technologies book series;293
Abstract: The purpose of this study is to understand the importance of the application of generational marketing tools to generational groups visiting Gerês-Xu- rés cross-border Park (Portugal and Spain), considering their natural values, the specific consumer behavior giving insights about the most effective marketing tools for natural parks tourism destination promotion. The study adds value to the existing literature on the theory of generational marketing because it assesses its applicability to the concrete case of cross-border parks (an area that stills little explored from the conceptual point of view and the application of specific marketing techniques adapted to this type of concrete reality). As a result of the study, it was found that considering marketing activities of the entities involved in the cross-border park promotion as a nature destination are used a combination of tools of both online and offline marketing, for generations baby boomers, generation X, Y, Z and Alpha with an emphasis on experience marketing that contributes to a growth in visitors to the Gerês-Xurés cross-border Park.
ISBN: 978-981-19-1039-5 (Print)
978-981-19-1040-1 (Online)
Appears in Collections:REMIT - Publicações em Livros de Atas Internacionais / Papers in International Proceedings

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