Manuel José Fonseca

• PhD
• Professor (Associate) at Polytechnic Institute of Viana do Castelo

Nowadays we are experiencing an increasing technological development that is becoming essential to our daily lives, however, people who are wealthy for several generations do not give in easily to technological evolution and progress. A qualitative methodology was applied and, secondarily, the Delphi method was used in order to deeply explore the a...

Banks were forced to modernize their action plans and strategies in banking relationships so as not to lose their place in an increasingly competitive market due to the use of the internet. Relationship marketing arises in the banking context, due to the need to retain customers and not just because of the concern with attracting new customers. The...

The objective of this study is to understand the sensory experience, regarding the use of sound inside the ZARA store, to determine the genre of music, as well as the influence on the consumer’s purchase decision. As methodology, a quantitative methodological approach was developed, through an online survey, in a random sample of customers and cons...

The aim of this study is to define the most appropriate marketing strategy, as well as develop a marketing plan to increase brand recognition, for a newly created Brazilian company called Probate for Dummies, which operates in the online resale of inherited assets. The data that provide the basis for this study was generated through semi-structured...

This article delves into the intersections of place branding, digital strategic communication, citizenship, and tourism. It explores the dynamic relationship between these concepts, particularly within the context of Brazilian city governments. With an emphasis on reflexivity, the study investigates how governments manage their public image and eng...

This paper intends to study the importance of digital marketing to attract participants to musical events. We use the case of NOS Primavera Sound, and we analysed the 2022 edition, which contemplated 1126 valid responses. To reach our objective we ran a logit model and verified that the sociodemographic characteristics present a different impact on...

Purpose Domestic violence is a global social and public health problem for which several awareness campaigns have been conducted. Therefore, it is necessary to understand the impact of these campaigns on the population and the process of perception of the messages. In this context, this study aims to analyze the attitudes of individuals toward dome...

This study aims to assess the lecturers’ opinions about the use of e-learning tools to support distance and blended learning in higher education in Portugal, evidently reinforced by the COVID-19 pandemic. This research was based on a qualitative methodology, specifically, a focus group with professors from five higher education institutions from di...

Mobile technologies are evident in all sectors, and this is also a reality in tourism. Tourists are increasingly using their smartphones for different functions and purposes, from planning trips to browsing destinations. Mobile technology is also an ally in outdoor activities. Thus, this study sought to understand, through a systematic review, how...

This research aimed to segment the market of visitors who practise outdoor activities in the North region of Portugal based on their motivations. An online survey was conducted between June to September of 2021, with a sample of 200 tourists who realised the region's outdoor activities during this period. The data collected allowed determining fact...

Purpose: Outdoor tourism is a growing segment that still requires data for planning and management. Aimed to present the potential of the Geographic Information System (GIS) to improve outdoor tourism in the North of Portugal. To achieve this purpose, a case study was conducted on developing a Web-GIS in Northern Portugal. Methodology: Four steps...

This study aims to analyse the predisposition of social economy agents to resource sharing. To achieve this, it was chosen to implement an exploratory qualitative approach directed to managers and an exploratory quantitative approach directed to employees. The results allowed to estimate that they do have a significant economic impact on number, pa...

Cultural tourism, through the participation in events, allows visitors to get knowledge of cultural elements, emerge in varied cultures, and experience different activities. Cultural events have become an object of study in tourism due to their economic impacts, along with the opportunity to preserve local traditions and to promote the destination...

Cooperation is a strategy increasingly used in the tourism sector, as it can enhance cross-border tourism, including in regions characterised by historical singularities, social and institutional relations, which are presently facing challenges arising from the current pandemic situation. Thus, this study, based on the case of the Iberian Euroregio...

The truth is that competitivity has gained a strong growth in business, and it is important that companies pay attention to the practice of their relational marketing strategies. Technology, innovation, and digital have been transforming the way society operates in the market. Organizations must look for current opportunities in order to add value...

This study aimed to analyze how social media users perceived the health-related content disseminated in this channel. Specifically, it was intended to verify how the dimensions “entertainment,” “interaction,” “trendiness,” and “customization” impacted the “word-of-mouth” that the user could make to other users regarding health-related content. The...

This research aims to analyze Corporate Social Responsibility (CSR) in the Sports Industry, specifically in the universe of sports clubs in Portugal. The main goal was to understand what the fans’ perceptions on CSR practices of Portuguese sports clubs are, and how these perceptions influence their brand attitude and e-WOM intention. A questionnair...

Search Engine Optimization, or “SEO” for short, helps to improve the inbound user traffic of a website. Optimizing a website for search engines is now crucial to its success and ultimately to the company’s ability to increase the business. Many companies websites on the Internet fail to use any SEO technique or strategy to improve their positioning...

Tourists’ demand for outdoor sport-related activities has been growing in the last decade, leading to the recognition of the outdoor tourism potential of the development of rural and urban areas where the activities could take place. While the literature has recognized this potential, its features and the existing conditions for its practice are of...

The planet’s sustainability and animal welfare are causes which are increasingly being supported by consumers and embraced by brands. Specifically, in the cosmetic industry, cruelty-free brands offer the consumer the possibility of using products that do not perform tests on animals in their development. This study aimed to identify the dimensions...

This study approaches the theme of country of origin as a criterion for choosing products. The research focused on Portuguese products, using a sample of 567 consumers from Germany, France, Spain, and United Kingdom, which are Portugal’s main importers. The dimensions “country image”, “perception regarding the country’s products”, “perception towar...

Leisure services encompass a variety of initiatives and related to the planning, development, and operation of parks, trails, zoos, and many other recreational and athletic facilities. Together, they are responsible for millions of jobs around the world. But in order to ensure their long-term viability, leisure services need to be sustainable. And...

Social media (SM) are increasingly changing the context in which businesses operate, and therefore the understanding of continuously changing trends in the context of digital marketing is critical for the development of enterprises in the leisure market. Amongst those trends figures the increasing importance of SM, the growth of user-generated cont...

Luxury management can be considered the management of paradoxes between intangibility and function-ality, rationality and emotion, modern technology with traditional craftsmanship, showing that luxury comes from creation, timelessness, emotion, excellence, heritage, and authenticity. This chapter results from two methods, a qualitative analysis, wh...

Productivity measurement in the tourism sector has been raising increasing interest among researchers and is recognised as an important indicator for understanding the strengths and weaknesses of the sector and for enhancing its spillover effects on the economy. However, studies for Portugal and the particular activities included in the set of natu...

The northern region of Portugal, in the last years, has experienced the enhancement of tourism demand, which may induce the emergence of an over tourism phenomenon in some particular subregions of the North of Portugal. This phenomenon may cause significant destruction of the living conditions of residents, landscapes, seascapes, air and water qual...

The main objective of the study is to analyse the predisposition of social economy agents to share resources. To answer the objective, we opted for a qualitative exploratory approach directed to managers and a quantitative exploratory approach directed at employees. The results showed that they have a significant economic impact on quantity, paid w...

The northern region of Portugal, in the last years, has experienced a growing number of visitors from different countries, which may indicate the emergence of an overtourism phenomenon in some particular municipalities or specific spaces. This phenomenon may cause significant destruction of the living conditions of residents, landscapes, seascapes,...

Objective: The primary goal of this study is to evaluate the perceived quality and customer satisfaction, given the service provided in the hotel sector, using the SERVQUAL scale. Keywords: Tourism Marketing; Hospitality; Quality; SERVQUAL.

An empirical analysis of the dimensions that explain how consumers perceive advertising and the consequences of this process is presented. By means of a questionnaire, it was possible to question 220 Portuguese consumers on the advertising of the leading telecommunications brand in Portugal. Data analysis revealed four dimensions as present in the...

Resumo "Entre, quem é?" é uma expressão da hospitalidade transmontana. Região economicamente desfavorecida, envelhecida e de baixa densidade populacional. Deficitária no sector secundário, abundante em produtos de qualidade reconhecida, equilibrada na diversidade da agricultura e na multiplicidade dos serviços, em que as organizações da economia so...

Research Goals: The tourism sector has been suffering many marketing and processual changes due to the widespread use of the web and its tools. In this new reality, hotel websites represent important tools, namely as exclusive communication channel. The main aim of this study is to measure the agreement of experts from distinct fields of expertise...

Research Goals: The tourism sector has been suffering many marketing and processual changes due to the widespread use of the web and its tools. In this new reality, hotel websites represent important tools, namely as exclusive communication channel. The main aim of this study is to measure the agreement of experts from distinct fields of expertise...

Este estudo faz uma análise empírica das dimensões que explicam o modo como os consumidores percecionam a publicidade e as consequências desse processo. Através da administração de um questionário foi possível inquirir 220 indivíduos portugueses sobre a publicidade da marca líder de telecomunicações em Portugal. A análise de dados permitiu identifi...

Objetivo: Averiguar a qualidade percebida e a satisfação dos clientes, face ao serviço prestado na restauração, recorrendo à escala SERVQUAL. Metodologia: Procedeu-se a uma análise da empresa "Brigadão", de caráter descritiva, natureza quantitativa, tendo por base um inquérito presencial, estruturado a partir da escala SERVQUAL, aplicado a uma amos...

In Portugal, according to the National Road Safety Authority, every year there are thousands of road accidents, which result in hundreds of casualties. The road safety communication campaigns are one of the measures involved in combating this reality, using media and marketing communication techniques to sensitize drivers. Thus, this research work...

In epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people in a given population within a short period of time. In the marketing context, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This specific marketing communication strategy i...

In epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people in a given population within a short period of time. In the marketing context, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This specific marketing communication strategy i...

RESUMO O presente estudo centra-se na analise da comunicacao integrada no contexto do marketing social. A Comunicacao Integrada de Marketing (IMC) consubstancia a sua operacionalidade estrategica na integracao de varias tecnicas e meios de comunicacao, visando incrementar a eficacia comunicativa. Focalizando-se nesta tematica, esta investigacao pro...

Traffic accidents are a global phenomenon with devastating social and economic consequences. In Portugal, according to data provided by the National Road Safety Authority (ANSR, 2014) there were in 2014, 30,604 accidents with victims and 482 deaths. The communication campaigns of road safety are a tool available to fight this reality. There are stu...

In epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people in a given population within a short period of time. In the marketing context, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This specific marketing communication strategy i...

Resumo A publicidade, por motivos inerentes à sua própria natureza discursiva, suscita reacções e atitudes diversas nos indivíduos. Devido à grande influência que a comunicação publicitária pode exercer sobre os comportamentos, justifica-se uma reflexão de cariz académico sobre os factores subjacentes às reacções demonstradas pelos consumidores re...

RESUMO Não obstante as inúmeras campanhas de prevenção/sensibilização rodoviárias, os acidentes de tráfego constituem a primeira causa de mor-te não natural em Portugal. Neste âmbito, o presente estudo tem como objectivo analisar as atitudes dos condutores face aos apelos utilizados na estruturação das mensagens destas campanhas. Os autores submet...

Focused in road safety campaigns, this study aims to analyze the attitude of the Portuguese drivers towards these campaigns, particularly in relation to different creative dimensions. In addition, based on this attitude, this research aims to propose a segmentation of Portuguese drivers according to their attitude towards these campaigns. In terms...

Road accidents are a global phenomenon with devastating social and economic repercussions: millions of people die each year, with associated potential costs of 3% of a country's GDP. Among the various measures involved in fighting road accidents, there are media campaigns and the officially recognized need to optimize them. This is the purpose of t...

Este estudo pretende analisar qual a recordao e principais atitudes dos condutores portugueses em face das campanhas de preveno rodoviria nacionais. No contexto de uma metodologia quantitativa foi elaborado um questionrio e administrado a uma amostra de condutores portugueses. Mais de metade da amostra no se recorda de nenhuma campanha de preveno r...

This study aims to analyse Portuguese drivers recall and attitudes towards road safety advertising campaigns. Through a quantitative method the authors used a sample of Portuguese drivers. More than a half of the subjects didn’t recall any road safety advertising campaign. The appeals that most influenced driving behaviour were moderate speed and u...

This study aims to understand the fundamental nature and common threads of road safety campaigns in Portugal. Among the consequences for risky behavior expressed in advertising messages, the most serious of all, death, is the most mentioned. A strong, dramatic tone is used to reinforce this type of argument in an attempt to appeal to people’s sense...