Nogueira, Sónia
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Nogueira
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Sónia
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Sónia Nogueira
Biography
Doutorada em Marketing e Estratégia pela Universidade do Minho, Universidade de Aveiro e Universidade da Beira Interior, desde janeiro de 2014. Mestrado em Gestão de empresas com especialização em Marketing desde janeiro de 2006, pela Universidade do Minho. Com experiência prática de mais de 15 anos em empresas na direção de marketing e gestão da qualidade (em setor automóvel - marcas de luxo) onde dirigia uma equipa de cerca de 10 colaboradores incluindo o call center da empresa. Exercício de atividade docente há mais de 7 anos na área do marketing, estratégia e comunicação da marca.
CEO e fundadora da empresa Just Natur (Turismo e eventos de marketing cultural).
Professora auxiliar na Universidade Portucalense onde coordena a Licenciatura de Marketing, coordena a comissão de estágio do 1º Ciclo em Marketing. Investigadora no Centro de investigação REMIT na Universidade Portucalense. Além disso exerce também como docente convidada na Universidade do Minho igualmente nas áreas de Gestão estratégica e marketing.
Principais interesses de investigação: Marketing e Estratégia, Comunicação da Marca, Marketing de Turismo, Stakeholders.
F910-030F-3361
56019348100Research Projects
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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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Publication Open Access The impact of sustainable marketing techniques adoption on the global marketing strategy in car dealers from district of Porto – Northern Portugal2020-06 - Gomes, José Pedro Loureiro; Nogueira, SóniaToday’s consumer is better informed and has an enormous power to disseminate information. Sustainable Marketing emerges, in this context, as an innovative way to do marketing, creating an approach to new consumer demands. It involves long-term, sustainable strategies that truly add value to society, companies and the environment. The two main objectives of this study go through the analysis of Car Dealerships Sustainable Marketing Strategies and tries to identify the Sustainable Marketing-Mix adopted in the electrified vehicles (EV, PHEV and HEV) commercialization process. Therefore, the study seeks to understand if car dealerships in Porto district (Northern Portugal) incorporate a sustainable strategy consistent with the sustainable offerings that they have (EV, PHEV and HEV). The study is based on the adoption of a qualitative methodology with a non-probabilistic sample: a convenience sample. All the car dealerships involved in the investigation were selected based on the criteria of brand recognition as authorized dealers for their marketing and representation. All information collected from car dealerships was carried out through the technique of semi-structured interviews. The main conclusions found are that car dealerships, in different levels of involvement, have been introducing and developing sustainable practices and actions in their marketing strategies recognizing the importance of it. Due to the Marketing-Mix the car dealerships are very limited by the brands guidelines that they represent, however it’s in the promotion aspect that they invest the most and where they are increasingly differentiating and betting, understanding the importance recognized by their customers regarding the adoption of sustainable marketing strategies.Publication Open Access Integrating stakeholder and network theory : The specific case of wild national park rural tourism2020-01 - Pinho, Carlos; Nogueira, SóniaThis study addresses the structure, nature and composition of stakeholder networks related to rural tourism in a Portuguese Wild National Park (WNP-Gerês), in particular, it examines their interactions along the following dimensions, marketing information, administrative resources, human resources, training and financial resources. This study examines the type and nature of interactions among different stakeholders within a specific rural tourism destination. Among these, the marketing information network shows both high number of connections and high centrality indices, which may indicate that there is a significant share of information about common projects, products and services among stakeholders. In contrast, the training network evidenced the opposite pattern behavior. Since public policy measures can play an increasingly important role in shaping stakeholder networks within a tourism setting, the study also examines the influence of local public measures on the nature of stakeholder interactions. The methodological approach adopted in this study integrates both qualitative and quantitative techniques. The study contributes to a better understanding of how different local stakeholders are positioned in a complex structure of interactions, which are critical in providing useful directions to maximize potential opportunities that may contribute to promote rural tourism and local development efficiently.Publication Open Access Stakeholder network integrated analysis: The specific case of rural tourism in the Portuguese Peneda-Gerês National Park2014-01-02 - Carlos, Pinho; Nogueira, SóniaThis study addresses the structure, nature and composition of stakeholder networks related to rural tourism in a Portuguese National Park (Peneda-Gerês National Park). In particular, it examines their interactions along the following dimensions: marketing information (marketing exchanges such as flyers, tourism information and information on specific events), administrative resources (logistic and technical support), human resources (allocation of human resources), training (training of local stakeholders in the area of promotion) and financial resources (financial support). In terms of methodology, it uses both qualitative and quantitative techniques. The analysis of the type and nature of interactions among different stakeholders within a specific rural tourism destination is the main focus of this study. Among these, the marketing information network shows both a high number of connections and high centrality indices, which may indicate that there is a significant share of information about common projects, products and services among stakeholders. In contrast, the training network evidenced the opposite behavior pattern. The study also contributes to a better understanding of how different local stakeholders are positioned in a complex structure of interactions that are critical in providing useful directions to maximize potential opportunities that may contribute to promote rural tourism and local development efficiently. Several limitations and implications are offered in the final section.Publication Open Access Examining tourism stakeholder networks and relationship quality: The specific case of Peneda Gerês National Park (PNPG)2014 - Pinho, Carlos; Nogueira, SóniaThis paper draws insights from three key strategic management theories: the stakeholder theory, the network theory and the relationship quality theory. It examines how viable tourism policies could best be developed in PGNP, considering the stakeholder networks related to tourism, specifically by considering the relationship quality (trust, commitment and cooperation). Under this view it addresses the structure, nature and composition of ties among PNPG stakeholders using social network analysis (SNA) methodology, combining qualitative and quantitative techniques. Additionally, the study categorizes stakeholders according to the “stakeholder salience” model, illustrates the relationship quality among the network and stakeholder’s positioning in a complex structure of relationships informing about interactions, providing possible directions to minimize potential constraints in networks.Publication Restricted Access Impacto da realização de documentários na identidade e sustentabilidade dos territórios: Estudo exploratório do MDOC Festival Internacional de Documentário de Melgaço2024-07-01 - Nogueira, Sónia; Vasconcelos, Clara; Sousa, BrunoCultural events enhance territories’ identity promotion and competitiveness. This article seeks to understand how cultural events impact the identity and sustainability of territories through the analysis of the film festival, MDOC- Melgaço International Documentary Festival, and its relationship with the municipality of Melgaço. A qualitative study was developed using documentary research, direct observation, and semi structured interviews. The results relate the festival to the legacy of Jean-Loup Passek, the creation of a new cultural brand in Melgaço, and MDOC’s committed relationship with the territory. The 138 RISTI, N.º E71, 07/2024 Impacto da realização de documentários na identidade e sustentabilidade characterization of the festival refers to the singularity of the event, which, despite being international, adapts to the surrounding environment through the celebration of cinema and the promotion of documentaries, along with dialogue with the community, valuing local identity and establishing collective memory.Publication Restricted Access The perception of tourists regarding the importance of influencers in shaping the image of a tourist destination: The case of Melgaço (Portugal)2024-03-15 - Xavier, Gysele; Nogueira, Sónia; Vareiro, LaurentinaIn today's digital world, certain individuals possess the ability to convey a message to others, commonly known as influencers, with the power to inspire and influence their respective followers. This study aims to assess tourists' perception of the importance of influencers in shaping the image of a tourist destination, specifically in Melgaço, Portugal. The study seeks to understand the factors that motivated tourists' most recent visit to the Melgaço region, gauging the degree of influence exerted by influencers in the decision to visit and their impact on tourists' purchasing behavior in the region. Data were collected through an online questionnaire survey conducted between December 2021 and January 2022, and data analysis was carried out using SPSS software. The analysis compared three generations (X, Y, and Z) and revealed that the user-generated content (e-WOM) is not yielding the desired effects concerning the Melgaço region, neither in terms of motivation for visiting nor in the perception of the Discover Melgaço brand. These findings may justify a greater focus on digital marketing efforts and the role of influencers in the region.Publication Restricted Access Challenges on digital destination campaigns in tourism during Covid19 pandemic crisis: The case of Portugal National Tourism Authority2022-05-17 - Nogueira, SóniaThe Covid19 pandemic crisis generated a succession of high socio-political and economic impacts that affected, almost homogeneously, the entire world. The tourism sector has been dramatically affected, and often suffering limitations with the purpose to solve the problem of the spread of the virus between regions/countries. In this article, the study conducted talks about the transformations in terms of digital communication in the Portuguese tourism sector and specifically evaluate the practical case of Portugal National Tourism Public Institute (the Governmental National Tourist Authority responsible for the promotion of tourist activity in Portugal) and the campaigns developed to raise consumer awareness. The most impactful campaigns of Portugal National Tourism Authority in 2020 and 2021 were analyzed, mirroring the solutions found by it, in its digital communications. A qualitative study was carried out using the analysis of secondary data to achieve these goals. Finally, the article provides a new perspective on the impact of digital campaigns on the promotion of tourism destinations in such a difficult period identifying its success factors such as the emotional and hope messages. The results of this study show that Portugal National Tourism Authority developed an enormous effort to effectively communicate during the pandemic with innovative, emotional and well-written messages able to capture the attention and interest of visitors and tourists.Publication Restricted Access The importance of opinion leaders and Social Networking on destination brand development: The case study of discover Melgaço brand2021-11-17 - Xavier, Gysele; Vareiro, Laurentina; Nogueira, SóniaOpinion leaders tend to influence consumers’ decision-making process. We live in a digital world where people have an increasing relevance and ability to transmit a message to others, the so-called influencers or opinion leaders, with the power to inspire and influence followers. Influencers are a group of people who publish their attitudes, opinions, and preferences through multiple social media and blogs. Their fans sympathize with them because the content they post is close to them, tells them something, and reminds them of their own lives or situations they face or would like to experience in the future. In fact, in literature we can find several pieces of evidence on influence marketing, defined as the process of researching, identifying, supporting, and engaging people in high-impact conversations and content adapted to the “momentum.” This article aims to understand how opinion leaders can give contributes to the desire to visit Melgaço, realizing the degree of partnership the municipality of Melgaço has with them to reach a better promotion of the region. It also aims to analyze the investment the municipality has on social networks to promote and develop the brand “Discover Melgaço.” A qualitative study was carried out using the analysis of secondary data and interviews to achieve these goals. Finally, the article provides a new perspective on the impact of opinion leaders and social networking on the development and promotion of the Discover Melgaço brand, and it defines the characteristics that are most important in influencing tourists.Publication Restricted Access The importance of technology and digital media to promote Tourism destinations: A conceptual review2023-09-05 - Carvalho, Joana; Nogueira, SóniaThis article discusses the processes of the increasing use of technology and digital media to promote tourism destinations. This paper aims to present the increasing use of technology and digital media to promote tourism destinations. Not only as a theoretical concept but also as an opportunity for small or medium-sized businesses that operate in the tourism sector. It presents the current trends in digital tourism, focusing on digital media and how technology is shaping, influencing, and informing travel decisions impacting tourists’ behavior. Our critical overview suggests that we are dealing with a phenomenon rooted in the new opportunities given by the digital expansion with relevant effects for the tourism destinations promotion. However, contributions on this topic within the existing literature remain scarce. Accordingly, we discuss the main studies on this issue and its results to conclude about the current importance of digital media for tourism destination promotion and future research agenda.Publication Open Access Big Data e automação: um diferencial de marketing [artigo de imprensa]2022-08-19 - Nogueira, SóniaNa nova era dos Big Data, os dados tornaram-se um diamante em bruto ao serviço do Marketing que vem dotar os profissionais desta área de ferramentas que lhes permitem a personalização, a segmentação e até o estabelecimento de prioridades numa óptica constante de acompanhamento do mercado. [...]