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Role and effect of traditional markets: The internationally awarded case of Barcelos
Sérgio Dominique-Ferreira,José Braga Rui,Queirós Rodrigues Benilda 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.3
Social, economic, and environment sustainability are more than ever hot topics. Because of their importance in this context, we examine how and why traditional markets play such a critical role in local as well as regional development and sustainability, along with their respective effects. We use a single case methodology based on the internationally awarded case of Barcelos (a northern region of Portugal). The main results show that the traditional market of Barcelos plays a critical role in the region, especially with respect to socioeconomic, environmental, and political and administrative effects. To optimize the role and influence of this traditional market, authors suggest the application of artificial intelligence.
Sérgio Dominique-Ferreira,Queirós Rodrigues Benilda,José Braga Rui 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.3
The competitiveness of the labour market is a critical challenge for future professionals. This work intends to analyse the importance of personal marketing in the professionalization of human resources, as well as the most valued skills in the labour market. For this purpose, sample was composed of recent graduates in tourism/hospitality and other areas (for comparison). The main results show that using personal marketing techniques in job search, develop a personal brand and digital social strategically are perceived as key in the tourism industry. This work enables academic institutions to better adjust tourism degree programmes, as well as a more efficient programme assessment and evaluation. It also provides employees valuable information to be more competitive in the labour market.
Design and development of a digital platform for seasonal jobs: Improving the hiring process
Nuno Martins,Sérgio Dominique-Ferreira,Cátia Lopes 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.3
The seasonality of employment in tourism consists of challenges of hiring. The primary goal of this study was to develop a digital recruitment platform for the tourism industry. A two-step multidimensional approach was applied to the challenge. The first step was based on benchmarking and interviews with key stakeholders. The second step was based on visual identity factors, prototyping, and usability tests. Authors found that it was possible to develop a simple and intuitive digital platform that positively adjusted the dynamic hiring process for seasonal jobs. Improvements to the platform should include new metrics, such as evaluation of candidates who used this platform previously, based on different elements, such as emotional intelligence. In this way, profile matching could be optimized, and the platform tool would become more robust and useful. This study’s medium- and high-fidelity models of a digital platform to be utilized in human resources tasks are the new additions to toolkits that may streamline HR functions.
Nuno Martins,Sérgio Dominique-Ferreira,Carla Pinheiro 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.3
Contemporary architecture has an increasing importance in tourism. The marketing implications of digital or mobile content in this niche tourism space has not been previously studied. With this project we aim to build a mobile app to cater to this market and show that it can positively impact tourism in Portugal. A two-step multidimensional approach was applied to achieve this goal. The first step was based on benchmarking, as well as interviews with two architects. The second step was based on visual identity factors, prototyping, and usability tests. We found that it was possible to develop an intuitive app that positively adjusted to the needs and preferences of future users. Improvements to the platform should include new metrics, blog links, and augmented reality.