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Parreira, C., Fernandes, A. L. & Alturas, B. (2021). Digital tourism marketing: Case study of the campaign Can’t Skip Portugal. In Rocha, Á., Peter, M. K., Loureiro, S., Reis, J. L., Cayolla, R., and Bogdanovic, Z. (Ed.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies. (pp. 759-768). Lisboa: Springer Singapore.

C. Parreira et al.,  "Digital tourism marketing: Case study of the campaign Can’t Skip Portugal", in Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, Rocha, Á., Peter, M. K., Loureiro, S., Reis, J. L., Cayolla, R., and Bogdanovic, Z., Ed., Lisboa, Springer Singapore, 2021, vol. 205, pp. 759-768

@inproceedings{parreira2021_1766574758829,
	author = "Parreira, C. and Fernandes, A. L. and Alturas, B.",
	title = "Digital tourism marketing: Case study of the campaign Can’t Skip Portugal",
	booktitle = "Marketing and Smart Technologies. Smart Innovation, Systems and Technologies",
	year = "2021",
	editor = "Rocha, Á., Peter, M. K., Loureiro, S., Reis, J. L., Cayolla, R., and Bogdanovic, Z.",
	volume = "205",
	number = "",
	series = "",
	doi = "10.1007/978-981-33-4183-8_61",
	pages = "759-768",
	publisher = "Springer Singapore",
	address = "Lisboa",
	organization = "",
	url = "https://link.springer.com/book/10.1007/978-981-33-4183-8"
}

TY  - CPAPER
TI  - Digital tourism marketing: Case study of the campaign Can’t Skip Portugal
T2  - Marketing and Smart Technologies. Smart Innovation, Systems and Technologies
VL  - 205
AU  - Parreira, C.
AU  - Fernandes, A. L.
AU  - Alturas, B.
PY  - 2021
SP  - 759-768
SN  - 2190-3018
DO  - 10.1007/978-981-33-4183-8_61
CY  - Lisboa
UR  - https://link.springer.com/book/10.1007/978-981-33-4183-8
AB  - The theme of this study is the analysis of the advertising campaign "Can’t Skip Portugal" launched in 2017 by Tourism of Portugal, which the main objective was to show all the regions of the country, covering not only the most known areas but also to promote other areas of the country, showcasing Portugal as a potential destination for tourists. The objective of the study is to understand how this kind of Digital Marketing can be sufficiently appealing and arouse in-terest in the viewers. To reach the proposed objective, a qualitative research of descriptive type was carried out. Throughout this study it was possible to have a better understanding of the benefits of Digital Marketing. It could be con-cluded that the advertising campaign “Can’t Skip Portugal” achieved its pro-posed goals, involving and influencing the target audience in the choice of Portugal as a touristic destination.
ER  -