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Publication
Relatório de Estágio: Marketing Digital no Turismo de Surf - O caso da Cliff Surf House
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.81 MB | Adobe PDF |
Authors
Abstract(s)
O presente relatório de estágio tem como principal objetivo analisar as estratégias de marketing digital aplicadas na Cliff Surf House, um alojamento especializado em turismo de surf localizado em Santa Cruz. Com o crescimento do turismo de surf em Portugal e a sua importância para o desenvolvimento económico das regiões costeias, torna-se indispensável perceber de que forma as estratégias digitais podem influenciar a captação e fidelização de clientes. Através da análise da presença digital da empresa, o presente estudo avalia o impacto das redes sociais, plataformas de reservas e outras formas de comunicação no desempenho comercial do alojamento. A metodologia utilizada incluiu a recolha e análise de dados provenientes de plataformas digitais, a identificação do perfil de clientes e a análise das ações promocionais implementadas focadas na notoriedade da marca.
Os resultados obtidos revelam que a empresa tem uma presença digital consolidada junto do público alemão. Contudo, enfrenta desafios na diversificação do mercado e na mitigação da sazonalidade. Assim, são propostas estratégias inovadoras que incluem a otimização da comunicação digital, o reforço do marketing de influência e a expansão para novos mercados internacionais. Este estudo evidencia a importância do marketing digital no setor do turismo de surf e apresenta recomendações práticas que irão permitir que a Cliff Surf House melhore o seu posicionamento e competitividade no mercado global.
This internship report aims to analyse the digital marketing strategies applied at Cliff Surf House, an accommodation specializing in surf tourism located in Santa Cruz. With the growth of surf tourism in Portugal and its importance for the economic development of costal regions, it is essential to understand how digital strategies can influence customer attraction and loyalty. By analysing the company’s digital presence, this study evaluates the impact of social media, booking platforms and other forms of communication on the commercial performance of this accommodation. The methodology used included collecting and analysing data from digital platforms, identifying customer profiles and the use of promotional actions to increase brand awareness. The results show that the company has strong digital presence among the German public. However, it faces challenges in diversifying the market and mitigating seasonality. Innovative strategies are therefore proposed, including optimizing digital communication, strengthening influencer marketing and expanding into new international markets. This study highlights the importance of digital marketing in the surf tourism sector and presents practical recommendations that will enable Cliff Surf House to improve its positioning and competitiveness in the global market.
This internship report aims to analyse the digital marketing strategies applied at Cliff Surf House, an accommodation specializing in surf tourism located in Santa Cruz. With the growth of surf tourism in Portugal and its importance for the economic development of costal regions, it is essential to understand how digital strategies can influence customer attraction and loyalty. By analysing the company’s digital presence, this study evaluates the impact of social media, booking platforms and other forms of communication on the commercial performance of this accommodation. The methodology used included collecting and analysing data from digital platforms, identifying customer profiles and the use of promotional actions to increase brand awareness. The results show that the company has strong digital presence among the German public. However, it faces challenges in diversifying the market and mitigating seasonality. Innovative strategies are therefore proposed, including optimizing digital communication, strengthening influencer marketing and expanding into new international markets. This study highlights the importance of digital marketing in the surf tourism sector and presents practical recommendations that will enable Cliff Surf House to improve its positioning and competitiveness in the global market.
Description
Keywords
Turismo de surf Marketing digital Redes sociais Plataformas de reservas Diversificação de mercado Fidelização de clientes