Periódico: Tourism and Hospitality International Journal
Fonte: Tourism and Hospitality International Journal ; Vol. 6 No. 1 (2016): March 2016 [11th Edition]; 23-34
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Resumo: The increasing adoption of the Internet by enterprises and consumers make this an important source of data for supporting decision making in different fields of knowledge. The sector of tourism is one that truly noticed the changes boosted by the Internet. This impact was felt in several aspects, one of them being the need and possibility to access real time and relevant tourist information enabling to optimise digital marketing strategies. The main purpose of this article is to show that the Internet data, namely Google Analytics [GA] data, provides information about the national visitor profile of the Alentejo destination, based on the official Alentejo region website. This study focuses on the Portuguese actions and visits in the most important website of tourism of Alentejo. The findings show that the data from GA can contribute to the Alentejo visitor’s profile knowledge, in real time, and for mainly supporting marketing decision making processes of Destination Management Organizations [DMO].
