The Potential of Tag-Based Contextualization Mechanisms to Leverage the Sale of Regional Products and Promote the Regions Through Products

  • Carlos R. CunhaEmail author
  • Vítor Mendonça
  • Aida Carvalho
  • Elisabete Paulo Morais
Conference paper
Part of the Lecture Notes in Information Systems and Organisation book series (LNISO, volume 31)


In small and rural regions, where we can many times find top quality products, there is, many times, a greater difficulty in promoting their products. This difficulty begins in the nature of the companies that manufacture these products. These companies are typically family-owned or small-sized, not having large capacity to carry out very elaborate marketing strategies. They often depend of the tourist attractiveness of the regions themselves to leverage their sales. This paper discuss the challenges for the promotion of regional products and rural regions, review the role of smartphones and the main tag-based contextualization mechanisms and their potential for leverage the sale of rural regional products and, finally, presents a cooperation-based conceptual model, where are combined contextualization-tags and mobile devices to promote regional products, leverage sales and promote rural regions by attracting new visitants, making regional products a window-mechanism to the promotion of rural regions heritage and tourism-related services.


Rural regions Rural products Model Tag-based contextualization Promotion 



UNIAG, R&D unit funded by the FCT—Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education. UID/GES/4752/2016.


  1. ANACOM. (2017). Relatório do Serviço Telefónico Móvel 3º Trimestre de 2017, Autoridade Nacional de Comunicações, Portugal, Relatório Técnico de 3º Semestre.Google Scholar
  2. Bernart, E. (1996). Los nuevos consumidores o las nuevas relaciones entre campo y ciudad através de los produtos de la tierra. Agricultura y Sociedad, no, 80–81, 83–116.Google Scholar
  3. Correia R. (2006). Wine, tourism and collective action. In Proceedings of Academy of the 2nd World Business, Marketing & Management Development Conference, (pp. 60–68). Paris, France.Google Scholar
  4. Cunha, C. R., Peres, E., Morais, R., Bessa, M, & Reis, M. C. (2010). Contextualized Ubiquity: A new opportunity for rendering business information and services (extended version). Journal of Theoretical and Applied Electronic Commerce Research, 5(3), 55–64. ISSN 0718–1876, Universidad de Talca—Chile.Google Scholar
  5. Debashis, S., & Amitava, M. (2003). Pervasive computing: a paradigm for the 21st century. Computer, 36(3), 25–31.CrossRefGoogle Scholar
  6. Gao, J. Z., Prakash L., & Jagatesan R. (2007). Understanding 2D-barcode technology and applications in mcommerce—design and implementation of a 2D barcode processing solution, In Proceedings of 31st Annual International on Computer Software and Applications Conference (pp. 49–56). Beijing, China.Google Scholar
  7. Hall C. M. & Mitchell R. (2001). Wine tourism in the Mediterranean: A tool for restructuring and development, Thunderbird International Business Review, Wiley, 42(4), 445–465.Google Scholar
  8. Kemmis S., & Taggart, R. M.(1988). The Action Research Reader, Victoria: Deakin University Press.Google Scholar
  9. Lindsey, H. M., Wolf M. M., & Wolf M. J. (2014). Technological change in the wine market? The role of QR codes and wine apps in consumer wine purchases, Wine Economics and Policy, 3(1), 19–27, ISSN 2212-9774.Google Scholar
  10. Mahatanankoon, P., Wen, H. J., & Lim, B. (2005). Consumer-based m-commerce: exploring consumer perception of mobile applications. Computer Standards & Interfaces, 27(4), 347–357.CrossRefGoogle Scholar
  11. Mostafa, A. (2015). The effectiveness of product codes in marketing, In Procedia—Social and Behavioral Sciences, (vol. 175, pp. 12–15). ISSN 1877-0428.CrossRefGoogle Scholar
  12. Ngai, E. W. T., & Gunasekaran, A. (2007). A review for mobile commerce research and applications. Decision Support Systems, 43(1), 3–15.CrossRefGoogle Scholar
  13. Parikh, T. S. & Lazowska, E. D. (2006). Designing an architecture for delivering mobile information services to therural developing world, (pp. 791–800). ACM, 2006, Edinburgh, Scotland.Google Scholar
  14. Pesonen, J. & Horster, E. (2012) Near field communication technology in tourism, Tourism Management Perspectives, (vol. 4, pp. 11–18). ISSN 2211-9736.Google Scholar
  15. Rapoport, R. N. (1970). The three dilemmas in action research, Human Relations, (pp. 499–513).CrossRefGoogle Scholar
  16. Rekimoto, J. & Ayatsuka, Y. (2000). Cybercode: Designing augmented reality environments with visual tags, In Proceedings of DARE 2000 on Designing augmented reality, (pp. 1–10). Denmark: Elsinore.Google Scholar
  17. Ribeiro, M. & Martins, C. (1996). La certificación como estratégia de valorización de produtos agroalimentarios tradicionales: la alheira, um embutido tradicional de Trás-os-Montes. In Agricultura y Sociedad, 80–81, pp.313–334.Google Scholar
  18. Rujijan, V. & Ralangarm, S. (2015). Temple information retrieval system using quick response code via mobile application, In Procedia—Social and Behavioral Sciences, (vol. 197, pp. 998–1005). ISSN 1877-0428.Google Scholar
  19. Toye, E., Sharp, R., Madhavapeddy, A., & Scott, D. (2005). Using smart phones to access site-specific services. IEEE Pervasive Computing, 4(2), 60–66.CrossRefGoogle Scholar
  20. Treager, A., et al. (2007). Regional foods and rural development: The role of product qualification. Journal of Rural Studies, 23(1), 12–22.CrossRefGoogle Scholar
  21. Wang, D., Park, S., & Fesenmaier, D. (2011). The role of smartphones in mediating the touristic experience. Journal of Travel Research, 51(4), 371–387.CrossRefGoogle Scholar
  22. Watson C., McCarthy J., Rowley J. (2013). Consumer attitudes towards mobile marketing in the smart phone era, International Journal of Information Management, 33(5), 840–849, ISSN 0268-4012.CrossRefGoogle Scholar
  23. Walsh, A. (2009). Quick response codes and libraries. Library Hi Tech News, 26(5/6), 7–9.CrossRefGoogle Scholar
  24. Yeong G. K. & Woo E. (2016). Consumer acceptance of a quick response (QR) code for the food traceability system: Application of an extended technology acceptance model (TAM), Food Research International, (vol. 85, pp. 266–272). ISSN 0963-9969.Google Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Applied Management Research Unit (UNIAG)Polytechnic Institute of BragançaMirandelaPortugal
  2. 2.Polytechnic Institute of BragançaMirandelaPortugal
  3. 3.Centro de Investigação, Desenvolvimento e Inovação em Turismo (CiTUR), Polytechnic Institute of BragançaMirandelaPortugal

Personalised recommendations