Durão, Marília
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Endereço de Email
Data de nascimento
Cargo
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
9D11-ED5F-C0C8
57191262557
JCE-4443-2023Projetos de investigação
Unidades organizacionais
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.
5 resultados
Resultados da pesquisa
A mostrar 1 - 5 de 5
Publicação Acesso Aberto Experiential marketing and purchase intention of ecotourism experiences: Z-Generation case2024-03-11 - 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.Publicação Acesso Aberto Aprendizagem ativa na área do Turismo: Potencialidades da aplicação da metodologia Scrum2021-12-01 - Oliveira, Isabel; Bakas, Fiona; Durão, MaríliaDesenvolvida 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. [...]Publicação Acesso Aberto Generational perspectives on hospitality careers: Insights from the Portuguese hotel sector [abstract]2021-12-01 - Costa, Carlos; Carneiro, Maria João; Segovia-Pérez, Mónica; Durão, MaríliaManaging work-attitudes and employee retention is one of the biggest challenges for contemporary high-contact service organisations, such as hotels. [...]Publicação Acesso Aberto Impactful creativity: The role of entrepreneurship Education in driving sustainable development in the cultural and creative industries2025-02-01 - Durão, Marília; Simão, Emília; Veríssimo, Medéia; Nogueira, Sónia; Fernandes, SandraThe 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. Entrepreneurship in the cultural and creative industries (CCIs) plays a crucial role in creating new opportunities for employment and revenue generation. Therefore, entrepreneurship education is receiving increasing attention as a means to contribute to the sustainable development of the cultural and creative sector. Underpinned on an Erasmus+ Project, FENICE ‘Fostering Entrepreneurship and Innovation in Cultural and Creative Industries through Interdisciplinary Education’, the present research contributes to the discussion on the main challenges of entrepreneurship education for the CCIs. Using a qualitative research design, this exploratory study employs a focus group with purposeful sampling as the research method. An online focus group was conducted in February 2023, with 11 participants identified as renowned professionals and experts in various cultural, artistic, and creative fields in Portugal. Preliminary results suggest that creatives are perceived, by nature, as entrepreneurial-oriented and often motivated by passion and a sense of mission. However, they also face a generalized lack of perspective on how products/services from the CCIs should be capitalized or how different monetization models may apply to them, especially when culture is perceived more as a symbolic than a capitalizable good. For many cultural and creative entrepreneurs, difficulties arise when understanding how business or project management tools can contribute to their professional growth within the CCIs.Publicação Acesso 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, SóniaThe 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. [...]