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The Influence of Digital Marketing Tools Perceived Usefulness in a Rural Region Destination Image

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Trends and Innovations in Information Systems and Technologies (WorldCIST 2020)

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Abstract

In rural destinations like Douro region, tourism activities may be important to territories’ development because they use some of their natural resources and endogenous products, develop another related local economy business, and contributes to population fixation. Technologies can support the promotion and distribution of these destinations, namely digital marketing tools. The present study aims to analyze the influence that some of these tools perceived usefulness, from the tourist point of view, have on a rural destination image. To accomplish this, it was used a sample of 555 tourists visiting Douro destination and data collected were analyzed using structural equation modeling. The results demonstrated that tourist’s trust in tourism digital marketing tools and their attitude toward these tools have an indirect effect on destination image. Moreover, the perceived usefulness of some digital marketing tools utilized to search, plan or purchase Douro destination, as website, booking and mobile devices, has also a positive effect on this destination image. On another hand, the perceived usefulness of a conventional channel, as travel agencies, has a negative effect on this rural destination image. This research provided some interesting insights for practitioners working in tourism destination marketing.

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Acknowledgments

This work is financed by the ERDF – European Regional Development Fund through the Operational Programme for Competitiveness and Internationalisation - COMPETE 2020 Programme and by National Funds through FCT - Fundação para a Ciência e a Tecnologia within project POCI-01-0145-FEDER-031309 entitled “PromoTourVR - Promoting Tourism Destinations with Multisensory Immersive Media”.

Author information

Authors and Affiliations

  1. University of Trás-os-Montes e Alto Douro (UTAD), Quinta de Prados, 5001-801, Vila Real, Portugal

    Filipa Jorge, Mário Sérgio Teixeira & Ramiro Gonçalves

  2. CETRAD Research Unit (CETRAD), University of Trás-os-Montes e Alto Douro, Quinta de Prados, 5000-801, Vila Real, Portugal

    Filipa Jorge & Mário Sérgio Teixeira

  3. Institute for Systems and Computer Engineering, Technology and Science, INESC TEC, Campus da FEUP, Rua Dr. Roberto Frias, 4200-465, Porto, Portugal

    Ramiro Gonçalves

Authors
  1. Filipa Jorge
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  2. Mário Sérgio Teixeira
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  3. Ramiro Gonçalves
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Corresponding author

Correspondence to Filipa Jorge .

Editor information

Editors and Affiliations

  1. Departamento de Engenharia Informática, Universidade de Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. College of Engineering, The Ohio State University, Columbus, OH, USA

    Hojjat Adeli

  3. FEUP, Universidade do Porto, Porto, Portugal

    Luís Paulo Reis

  4. DIMES, Università della Calabria, Arcavacata, Italy

    Sandra Costanzo

  5. Faculty of Electrical Engineering, University of Montenegro, Podgorica, Montenegro

    Irena Orovic

  6. Universidade Portucalense, Porto, Portugal

    Fernando Moreira

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Jorge, F., Teixeira, M.S., Gonçalves, R. (2020). The Influence of Digital Marketing Tools Perceived Usefulness in a Rural Region Destination Image. In: Rocha, Á., Adeli, H., Reis, L., Costanzo, S., Orovic, I., Moreira, F. (eds) Trends and Innovations in Information Systems and Technologies. WorldCIST 2020. Advances in Intelligent Systems and Computing, vol 1161. Springer, Cham. https://doi.org/10.1007/978-3-030-45697-9_54

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