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.
49 results
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Publication Open Access 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.Publication Restricted Access 10 Conselhos práticos para o novo marketing em contexto pandémico [artigo de imprensa]2020-10-19 - Nogueira, SóniaA resiliência é uma capacidade cada vez mais requerida, quer enquanto indivíduos, quer como empresas. [...]Publication Open Access The Importance of collective brands in protected areas management and promotion: Natural.PT, Portugal case study2023-09-13 - Mesquita, Catarina; Durão, Marília; Nogueira, Sónia; Albuquerque, HelenaThe objective of this study is to gain a deeper understanding of the importance of collective brands in protected areas and what is the process and impact of their development on protected areas management. This study is applied to the collective brand Natural.PT, in Portugal, using a case study approach. The study adds value to the existing literature insofar as it explores what the process of creating a collective brand involves, what benefits and/or difficulties, and what dynamics can be developed to promote this collective brand to the tourism players operating in protected areas. To this end, a qualitative study based on documentary analysis and interviews with key informants was developed, covering the different dimensions of protected areas management and collective brands. Natura.PT case is at an early stage and the main conclusions point to the need for promotion for this collective brand and a higher advantage for stakeholders allowing more decisions according to their personal and business interests and due to the fact of operating in a protected area.Publication Restricted Access Contributos do marketing para o reforço de relações com clientes [artigo de imprensa]2021-04-06 - Nogueira, SóniaA escalada global de incerteza que abala consumidores e empresas há mais de um ano, provocada pelas ondas sucessivas de infecção com Covid-19 nos vários países, veio colocar sérios desafios empresariais, de comunicação e de relacionamento com os consumidores. [...]Publication Open Access Semiótica e e-branding em comunicação de turismo: Estudo das capas de revistas digitais no período pandémico Covid-192020-10-12 - Machado, Annaelise; Sousa, Bruno; Nogueira, SóniaA edição eletrónica, é um recurso utilizado em todo o mundo pelas revistas e consiste em dispor signos de linguagem verbal e não verbal conhecidos como semiótica, dentro de um espaço delimitado, denominado capa da revista. Cada elemento é devidamente disposto para que não haja uma interpretação errónea do seu significado. As revistas digitais de turismo, neste momento de pandemia COVID-19, tentam posicionar-se através do e-branding e criam planos de comunicação eficazes para se relacionarem com os leitores. Este artigo visa investigar a comunicação em turismo no período pandémico, através das capas de revistas digitais, utilizando como método de análise a semiótica e o e-branding envolvendo uma pesquisa de natureza descritiva, com uma base bibliográfica em livros, artigos científicos, revistas, jornais, dissertações, teses e sites. Faz-se uma análise através da semiótica peirceana à capa da revista online Volta ao Mundo e da Publituris (Hotelaria).Publication Open Access Marketing inclusivo [artigo de imprensa]2021-10-21 - Nogueira, SóniaO Marketing Inclusivo assume-se como uma nova tendência em marketing, já que cada vez mais empresas têm vindo a compreender a sua importância e passaram a integrar na sua comunicação grupos minoritários, considerando a componente da inclusão na sua estratégia de marketing. A própria sociedade, cada vez mais sensível à forma como as marcas abordam esta realidade, tornou-se um motor de ajuda à implementação de acções de Marketing Inclusivo.Publication Open Access The hidden reasons behind generation Z's green choices2024-12-26 - Lopes, João M.; Gomes, Sofia; Suchek, Nathalia; Nogueira, SóniaThe green purchasing decision has become an increasing research focus, reflecting consumers' growing commitment to sustainability. Generation Z consumers are recognised for their greater environmental and social awareness than other generations. Although their inclination towards sustainability issues is well known, few studies are dedicated to the green purchasing behaviour of the individuals of this generation. Therefore, the primary purpose of this study is to explore and analyse the antecedents of Generation Z's green purchasing decision in Portugal. Thus, based on a sample of young Portuguese Generation Z and using the Partial Least Squares method, this study tested hypotheses concerning five antecedents of the green purchasing decision. Although unbalanced, the study results reveal that all the factors analysed are antecedents of the green purchasing decision. First, green willing purchase and environmental concern stand out as main antecedents. Next, factors related to perceived quality and benefits take the lead. The least essential antecedent concerns the predisposition to a change in purchase behaviour if the product's price is the same or lower than the standard product. This study contributes to under-explored literature on green consumption behaviour, especially among young people. In addition, it contributes to the development of knowledge about the antecedents of Generation Z's green purchasing decision in Portugal.Publication Restricted Access Governance issues in protected areas: The case of Peneda-Gerês National Park2022 - Jorge, Silvia Ferreira; Nogueira, Sónia; Jayantilal, ShitalThe increasing attention that protected areas have received from various players ranging from tourists, firms, and government entities, has highlighted the need to promote appropriate governance mechanisms. These are essential to promote and develop those areas enabling an alignment between various stakeholders with diverse agendas. This research draws attention to this key issue, focusing on the classified Peneda-Gerês National Park (PGNP), considered one of the top 10 in Europe. In order to do so, we employ game theory. This methodology is appropriate for strategic decision-making and enables a deeper understanding of the impacts of different governance mechanisms and their outcomes. This paper will contribute, on a theoretical level, to advancing the use of this methodology to study governance decisions in classified areas. In order to do so, diverse settings are modeled to illustrate different governance solutions employed to manage Peneda- Gerês National Park, highlighting the strategic interplay between the key stakeholders and the outcomes attained. Our results demonstrate that the degree of alignment between the various municipalities will have a direct impact in terms of performance, as well, as show the mechanisms which contribute. Additionally, our findings contribute, in practical terms, to showing how important it is for the public entities involved in the management and care of Peneda-Gerês National Park to cooperate and align their interests to ensure success. Moreover, the study refers to Peneda-Gerês National Park but the results attained are applicable to different contexts in terms of National Park management and promotion.Publication Restricted Access Chat GPT: uma ameaça ou um novo aliado do marketing? [artigo de imprensa]2023-04-01 - Nogueira, SóniaO Chat GPT tem na sua génese o conceito e desenvolvimento de sistemas avançados capazes de processar linguagem natural e, através da inteligência artificial, gerar textos, conversas e listar informações automatizadas. [...]Publication Restricted Access Unlocking the dichotomy of place identity/place image and its impact on place satisfaction for ecotourism destinations2022-08-08 - Nogueira, Sónia; Carvalho, João M. S.Ecotourism's destination management has been focused on the place identity built by public authorities and centered on place promotion, marketing, and branding without a match between place identity and place image perceived by the place visitors and tourists and impact on their place satisfaction. This study uses the Melgaço council in the Portuguese Peneda-Gerês National Park to measure these relationships. We used two questionnaires for tourist operators and City Hall and external stakeholders (tourists and visitors). Results show that it is possible to measure place identity and place image with the same adapted items. Place quality and place branding have a positive impact on place satisfaction. Still, the effect of place promotion and marketing is negative, revealing that the gap between place identity and place image is negatively associated with perceived place satisfaction, moderated by psychological attraction, travelling experience, and visiting experience. There are presented several practical and theoretical implications.