Promoting Destination Marketing Strategies in Authenticity and Nature Tourism

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Author(s): Mariana Taveira Gouveia (Polytechnic University of Cávado and Ave (IPCA), Portugal), Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave (IPCA), Portugal & Applied Management Research Unit (UNIAG), Portugal & Centro de Investigação, Desenvolvimento e Inovação em Turismo (CiTUR), Portugal)and Cláudia Ribau (Higher Institute of Accounting and Administration, University of Aveiro, Portugal)
Copyright: 2026
Pages: 22
Source title: Maximizing Destination Marketing Strategies in the Digital Era
Source Author(s)/Editor(s): Mohammad Soliman (Sultan Qaboos University, Oman)and Islam Elgammal (Suez Canal University, Egypt)
DOI: 10.4018/979-8-3693-9939-2.ch004

Keywords: Business & Management / Business Science Reference / Hospitality, Travel & Tourism Management / Marketing and Consumer Behavior

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Abstract

Marketing is a crucial tool for tourist destinations to promote a differentiating strategy and secure a competitive advantage over alternative tourist destinations. Tourism, as a multifaceted activity, brings out different motivations and promotes different individual interests. In this sense, Tabuaço is an area of Portuguese territory strongly characterized by authenticity, nature, gastronomy, wines and unique landscapes. Thus, this chapter aims to present an embryonic view of the role that marketing can play in enhancing tourist destinations and capturing market segments with distinct individual interests. In a preliminary approach, this chapter aims to present insights for marketing, for the territory and for territorial management.

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Promoting Destination Marketing Strategies in Authenticity and Nature Tourism

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