Durão, Marília

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Último Nome

Durão

Primeiro Nome

Marília

Nome

Marília Durão

Biografia

Marília Durão is an Assistant Professor and Coordinator of the Hospitality Management Degree at the University Portucalense. She holds a PhD in Tourism and a Master’s degree in Tourism Management and Planning from the University of Aveiro. She has been actively involved in several research projects and EU capacity-building and strategic partnership initiatives focusing on human resources management in the tourism and hospitality industry, entrepreneurship and innovation, destination management, sustainable tourism, and ecotourism. Afiliação: REMIT – Research on Economics, Management and Information Technologies. DTPC - Departamento de Turismo, Património e Cultura.

Identificadores

0000-0003-4739-053
9D11-ED5F-C0C8
57191262557
JCE-4443-2023

Projetos de investigação

Unidades organizacionais

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REMIT – Research on Economics, Management and Information Technologies
Centro de investigação que que tem como objetivo principal produzir e disseminar conhecimento teórico e aplicado que possibilite uma maior compreensão das dinâmicas e tendências económicas, empresariais, territoriais e tecnológicas do mundo contemporâneo e dos seus efeitos socioeconómicos. O REMIT adota uma perspetiva multidisciplinar que integra vários domínios científicos: Economia e Gestão; Ciências e Tecnologia; Turismo, Património e Cultura. Founded in 2017, REMIT – Research on Economics, Management and Information Technologies is a research unit of Portucalense University. Based on a multidisciplinary and interdisciplinary perspective it aims at responding to social challenges through a holistic approach involving a wide range of scientific fields such as Economics, Management, Science, Technology, Tourism, Heritage and Culture. Grounded on the production of advanced scientific knowledge, REMIT has a special focus on its application to the resolution of real issues and challenges, having as strategic orientations: - the understanding of local, national and international environment; - the development of activities oriented to professional practice, namely in the business world.

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2010 - 2019182020 - 202420
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Resultados da pesquisa

A mostrar 1 - 10 de 38
  • Miniatura
    PublicaçãoAcesso Aberto
    Impactful creativity: The role of entrepreneurship education in driving sustainable development [abstract]
    2023-11-07 - Veríssimo, Medéia; Simão, Emília; Fernandes, Sandra; Durão, Marília; Nogueira, Sónia
    The cultural and creative sector is one of the most dynamic sectors of the portuguese economy, contributing to job creation, innovation, social development, preservation of cultural heritage, and the promotion of the country's image across the globe. [...]
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    PublicaçãoAcesso Aberto
    The Importance of collective brands in protected areas management and promotion: Natural.PT, Portugal case study
    2023-09-13 - Mesquita, Catarina; Durão, Marília; Nogueira, Sónia; Albuquerque, Helena
    The objective of this study is to gain a deeper understanding of the importance of collective brands in protected areas and what is the process and impact of their development on protected areas management. This study is applied to the collective brand Natural.PT, in Portugal, using a case study approach. The study adds value to the existing literature insofar as it explores what the process of creating a collective brand involves, what benefits and/or difficulties, and what dynamics can be developed to promote this collective brand to the tourism players operating in protected areas. To this end, a qualitative study based on documentary analysis and interviews with key informants was developed, covering the different dimensions of protected areas management and collective brands. Natura.PT case is at an early stage and the main conclusions point to the need for promotion for this collective brand and a higher advantage for stakeholders allowing more decisions according to their personal and business interests and due to the fact of operating in a protected area.
  • PublicaçãoAcesso Restrito
    Social Media research in the Hotel Industry: A bibliometric analysis
    2023-06-06 - Moraes, Michelle; Durão, Marília; Veríssimo, Medéia
    Social media has become an indispensable marketing tool for tourism and hospitality, emerging as critical platforms for interaction and communication between brands and consumers. In the hotel industry, as in other sectors, social media plays an essential role in affecting the consumer journey and reshaping managerial practices. The remarkable growth of social media over the past decade has boosted interest in social media research, and the number of publications and citations on this theme has increased in recent years. The objective of this study is to review relevant literature pertaining to social media in the hotel industry using bibliometric analysis. It aims at portraying the current state of the art in this subfield of research, which is expected to continue growing and to identify future research opportunities. The present study uses VOSviewer to analyze research 973 documents published from 2017 to 2021, under the category “Hospitality, Leisure, Sports, Tourism,” collected from the Web of Science database. The analysis uncovers three key research groups and topics addressed in the extant literature on social media in the hotel industry: (1) “E-consumer behavior,” referring to social media influence on the customer decision-making process, customers’ perceptions of hotel services, as well as their evaluation of the hotel experience; (2) “Digital strategies for hotel businesses,” describing how social media can be part of the hotel strategy under different perspectives and unveiling the effect of social media on hotel performance; and (3) “Approaches to social media research in the hotel industry,” focusing on current research approaches, such as the use of sentiment analysis by the hotel industry, and the rise of big data and social media analytics.
  • PublicaçãoAcesso Restrito
    ‘Emotional’ female managers: How gendered roles influence tourism management discourse
    2017-12 - Costa, Carlos; Bakas, Fiona; Breda, Zélia; Durão, Marília
    Drawing on recent research conducted in Portugal, male and female tourism managers' perceptions of how gender roles influence managerial discourse are analyzed. The data, gathered through focus groups, is questioned from the ontological position that participants represent gendered economic subjectivities and hence participant accounts illustrate the ways in which gender roles influence tourism management discourse. This paper presents the multiple, context-specific issues arising from thematic analysis of focus group transcripts, using WebQda qualitative analysis software. Focusing on tourism managers' expressions of what comprises desired managerial characteristics, the ways in which gender roles influence the norms surrounding tourism management discourse are analyzed. Results show that managerial characteristics associated with women and femininity, such as emotionality, are progressively being incorporated into managerial ideals, but that gender roles connecting femininity to caring roles continue their influence. The social agitation caused by these complex interactions encourages conceptual progress in tourism management discourse. This paper contributes to a more holistic representation of today's economic reality by presenting an in-depth investigation into how gender roles relate to wider social, economic and political considerations within the context of tourism management in Portugal.
  • Miniatura
    PublicaçãoAcesso Restrito
    A roadmap to interdisciplinary project-based learning: Designing innovative experiences for tourism destinations
    2024-04-15 - Quintela, Joana; Durão, Marília; Veríssimo, Medéia
    This international case study book provides 23 expertly curated case studies on entrepreneurship and innovation in tourism, each with detailed implementation instructions for the instructor to maximise student participation and learning. The dynamic characteristic of the tourism industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with change and development in real-life practices. Curated and developed by industry experts and practitioners, these case studies embody real-world scenarios with the aim of best preparing students for their future careers. This compelling set of case studies explores the dynamics of entrepreneurship in global context, analyses emerging markets and new business models, and elicits the implications of innovation and entrepreneurship in different contexts and within a transdisciplinary perspective. The cases illustrate innovation and entrepreneurship as an accelerator of tourism growth and development, under a sustainable perspective. With reflective questions throughout to aid both in-class discussion and self-study, this book is an ideal study resource for use in higher and vocational education, and its unique, teaching-led approach positions it as a vital study tool for instructors and students alike.
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    PublicaçãoAcesso Aberto
    Experiential marketing and purchase intention of ecotourism experiences: Z-Generation case
    2024-03-11 - Nogueira, Sónia; Durão, Marília; Pacheco, Luís Miguel; Ramazanova, Makhabbat; Carvalho, João M. S.
    Consumers are more willing to invest in experiences with relaxation and stress reduction. Tourism, a pivotal driver of the economy, and its associated activities hold significant potential for experiential marketing. It is particularly evident in the growing interest of tourists in natural settings and experiences related to nature, fostering an environment conducive to the expansion of ecotourism. Consequently, an exploratory study was conducted with the following research question: How does experiential marketing relate to consumer satisfaction, loyalty, word-of-mouth, and intention to purchase ecotourism experiences, explicitly focusing on Generation Z? - The results indicate positive correlations between experiential marketing and satisfaction constructs, consequently establishing a link between satisfaction, loyalty, word-of-mouth promotion, and purchase intention. Thus, the findings provide valuable insights into the behaviors of ecotourism consumers and how experiential marketing can facilitate the development of more effective marketing strategies to enhance tourist satisfaction.
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    Employment situation of tourism graduates working in and outside the tourism sector
    2013 - Costa, Carlos; Breda, Zélia; Malek, Anahita; Durão, Marília
    This paper looks at the employment situation of Portuguese tourism graduates, particularly to the differences between the work situation of those employed in the tourism sector and those who are working outside this sector. Data was collected through an online questionnaire applied to the Portuguese tourism graduates in Portugal, comparing their salaries, working hours and schedules, contractual situation, hierarchical position and job satisfaction. Results evidenced that the tourism sector is not taking advantage of the available qualified human resources. Moreover, data suggests that tourism graduates employed outside the tourism sector are facing poorer working situations than those graduates employed within this industry.
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    PublicaçãoAcesso Aberto
    Aprendizagem ativa na área do Turismo: Potencialidades da aplicação da metodologia Scrum
    2021-12-01 - Oliveira, Isabel; Bakas, Fiona; Durão, Marília
    Desenvolvida por Jeff Sutherland e Ken Schwaber, com base nos princípios da metodologia Agile, a metodologia Scrum (MS) é uma reconhecida framework, amplamente utilizada no desenvolvimento de produtos e serviços. [...]
  • PublicaçãoAcesso Restrito
    Developing undergraduates’ research competences through a tourism destination management course
    2022-07-06 - Quintela, Joana; Durão, Marília
    The levels of complexity and the changing environment in which the tourism industry operates, require critical and reflective tourism practitioners. Consequently, and considering the need for students to develop analytical, problem-solving, and communication skills, this article explores the research experiences of undergraduate students, focusing on the process of developing an independent, inquiry-based project. This paper describes a research project developed by two classes of undergraduate students majoring in tourism, providing an overview of the implementation of the project and of students’ perceptions on this experience. Results suggest that adopting a research-based learning approach promotes students’ engagement with research practices and increases intellectual capacity, which may prove useful to other tourism educators in developing competence-based courses.
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    Gender equality measures in tourism: organisational awareness and strategies
    2015-01-01 - Costa, Carlos; Bakas, Fiona; Breda, Zélia; Durão, Marília
    In spite of the high predominance of women working within tourism organisations, numerous factors keep on affecting women’s career advancement and strong inequalities in the workplace persist. Drawing on recent research conducted in Portugal on a nation-wide scale, this study uses quantitative and qualitative analysis to investigate the awareness of gender equality within tourism organisations and the strategies these organisations employ in order to reduce gendered inequalities. An online survey and focus groups were conducted with leaders in the Portuguese tourism industry, in 2013 and 2014. In line with gender ‘invisibility’ theories, results indicate that there is some confusion regarding distinguishing genderbased discrimination at work among tourism leaders. Hence, organisational measures that are believed to endow female employees with more flexibility at work are seen to contribute to the perpetuation of stereotyped gender roles related to domestic and family duties. Furthermore, we find that SMEs, which largely dominate the tourism sector, have particular problems in implementing gender equality measures. Gaining a deeper understanding of the multiple and context-specific truths underlying the available opportunities to men and women in the different levels of the career ladder, is one of this paper’s aims. Policymakers aiming to promote productivity and economic efficiency through increased gender equality at work, can be informed through the findings.