Durão, Marília

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Data de nascimento

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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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Tipo de Acesso: open access × Assunto: Ciências Sociais - Outras Ciências Sociais ×

Resultados da pesquisa

A mostrar 1 - 2 de 2
  • Miniatura
    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.
  • Miniatura
    PublicaçãoAcesso Aberto
    Mapping entrepreneurial competences for the cultural and creative industries: An application of the European Entrepreneurship Competence Framework to Course Design
    2024-10-30 - Durão, Marília; Fernandes, Sandra; Nogueira, Sónia; Neves, Augusto
    Entrepreneurial education for the Cultural and Creative Industries (CCIs) has gained visibility in educational settings, notably higher education institutions, fostering a business-driven approach to creativity and value in cultural and artistic production. At the core of this approach lies the development of an entrepreneurial mindset, a principle underscored by the European Entrepreneurship Competence Framework (EntreComp). This framework serves as the European benchmark for initiatives promoting entrepreneurial learning, such as the project ‘Fostering Entrepreneurship and Innovation in Cultural and Creative Industries through Interdisciplinary Education’ (FENICE), developed under the Erasmus+ Program of the European Union. Drawing on the insights gained from the FENICE project, this conceptual work outlines the application of EntreComp in designing a teaching program aimed at bridging existing skill gaps in entrepreneurship within the CCIs, cultivating an entrepreneurial mindset, and promoting key competencies outlined in EntreComp. This chapter underscores the importance of aligning educational initiatives with EntreComp to equip students with managerial capabilities and foster entrepreneurial skills, tailoring the curricula with entrepreneurial learning outcomes that align with the unique context of the cultural and creative sector. Nevertheless, limitations are to be acknowledged, including the absence of empirical data to evaluate the actual progression of entrepreneurial competencies among students and the necessity for nurturing an entrepreneurial culture and refining educational frameworks within the CCIs.