Sónia Nogueira

Nogueira, Sónia

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Nogueira

First Name

Sónia

Name

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.

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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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Open Access
The impact of sustainable marketing techniques adoption on the global marketing strategy in car dealers from district of Porto – Northern Portugal
2020-06 - Gomes, José Pedro Loureiro; Nogueira, Sónia
Today’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.
Open Access
Integrating stakeholder and network theory : The specific case of wild national park rural tourism
2020-01 - Pinho, Carlos; Nogueira, Sónia
This 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.
Open Access
Willingness to pay more for green products: A critical challenge for Gen Z
2023-01-17 - Lopes, João M.; Gomes, Sofia; Nogueira, Sónia
Digital natives, with a sense of equality, social justice and environmental awareness, young people from Generation Z value money more than previous generations and, as such, are conscientious in their consumption choices. The consumption of greener products can contribute to achieving the sustainability goals imposed on societies. The study explores the determinants of Generation Z youth’s demand for green products and how they influence their willingness to pay more. A quantitative analysis was carried out through a questionnaire in which 927 Portuguese Generation Z consumers of green products participated. First, a descriptive statistical analysis was carried out. Then the Partial Least Square method was applied to explore the relationship between the determinants of demand for green products and the willingness to pay more for them. The results showed that environmental concerns, green future estimation and green perceived quality are potential determinants of Generation Z’s consumption of green products and positively influence willingness to pay more for green products. Green perceived benefits have the effect put. This study presents the first evidence of how environmental concerns, future green vision, green perceived quality and green benefits by young Portuguese Generation Z consumers can influence the willingness to pay more for green products. It also demonstrates how green products can be used as signals.
Open Access
Stakeholder network integrated analysis: The specific case of rural tourism in the Portuguese Peneda-Gerês National Park
2014-01-02 - Carlos, Pinho; Nogueira, Sónia
This 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.
Open Access
Impactful creativity: The role of entrepreneurship Education in driving sustainable development in the cultural and creative industries
2025-02-01 - Durão, Marília; Simão, Emília; Veríssimo, Medéia; Nogueira, Sónia; Fernandes, Sandra
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. 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.
Open Access
Examining tourism stakeholder networks and relationship quality: The specific case of Peneda Gerês National Park (PNPG)
2014 - Pinho, Carlos; Nogueira, Sónia
This 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.
Restricted Access
Impacto da realização de documentários na identidade e sustentabilidade dos territórios: Estudo exploratório do MDOC Festival Internacional de Documentário de Melgaço
2024-07-01 - Nogueira, Sónia; Vasconcelos, Clara; Sousa, Bruno
Cultural 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.
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, Laurentina
In 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.
Restricted Access
Challenges on digital destination campaigns in tourism during Covid19 pandemic crisis: The case of Portugal National Tourism Authority
2022-05-17 - Nogueira, Sónia
The 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.
Restricted Access
The importance of opinion leaders and Social Networking on destination brand development: The case study of discover Melgaço brand
2021-11-17 - Xavier, Gysele; Vareiro, Laurentina; Nogueira, Sónia
Opinion 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.

Nogueira, Sónia

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