Durão, Marília
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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.
4 resultados
Resultados da pesquisa
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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 Restrito A roadmap to interdisciplinary project-based learning: Designing innovative experiences for tourism destinations2024-04-15 - Quintela, Joana; Durão, Marília; Veríssimo, MedéiaThis 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.Publicação Acesso Restrito Tourism and Hospitality internships in Higher Education: A competency-based framework2024-09-29 - Quintela, Joana; Durão, Marília; Veríssimo, Medéia; Marques, JorgeHigher education internships have the general goal of providing an active learning experience that supplements classroom learning, helping students transition to the labor market. Thus, internships can provide a valuable practical background to entering the labor market. Through internships, students can develop and apply the skills, theories, and concepts learned in their study programs, as well as gain industry-specific knowledge and competencies, enhancing their employability. Internships are also perceived as critical experiences influencing students’ decisions to join the tourism and hospitality workforce. First-hand experiences can give students a more robust and realistic view of the industry, playing a decisive role in shaping their future behavior. This research aims to contribute to a deeper understanding of the on-the-job training experiences of tourism and hospitality management students, modeling a competency-based framework. An exploratory research approach was adopted, combining theoretical and empirical methods: a comprehensive review of the extant literature on relevant skills and competencies for the tourism and hospitality industry and the analysis of undergraduate students’ accounts collected from internship reports that offered insights into the practical experiences of students and the competencies developed herewith. This study proposes a conceptual framework that integrates three sets of competencies: (i) cognitive and functional competencies, (ii) personal and social competencies, and (iii) professional competencies. Active learning experiences such as internships are posited as part of a formative continuum that begins with undergraduate education and transfers to the labor market. The proposed framework advances research in higher-level skill development and assists educators and organizational leaders in developing a graduate-level skilled workforce more efficiently by considering the strategic role of internships.Publicação Acesso Aberto Mapping entrepreneurial competences for the cultural and creative industries: An application of the European Entrepreneurship Competence Framework to Course Design2024-10-30 - Durão, Marília; Fernandes, Sandra; Nogueira, Sónia; Neves, AugustoEntrepreneurial 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.