Mafalda Teles Roxo

Abstract
This study develops some sustainable tourism advertising effects and consumer environmental awareness-raising and examines them by advertising certification and advertising format in a field experiment. The tourism advertising effects are analyzed by five dependent variables: trust and credibility, environmentalism, ad relevance, realism, and flow. Several ANOVA and multiple comparison tests were performed to understand whether these variables varied between groups. Experimental research findings indicate that flow and video format affect tourism advertising and consumer environmental awareness-raising. This study demonstrates the importance of understanding the concept of sustainable tourism and awareness-raising. It also points to identifying the best communication strategies to promote a sustainable destination, as different communication methods may lead to different results. In addition, it provides valuable information for marketers to consider when implementing their communication strategies. © 2024, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
This study intends to understand whether hotels should choose to surprise through a discount or a surprise gift. The experiment consisted in identifying whether there were differences in satisfaction and delight, according to the associated treatment (no surprise, surprise discount, or gift). With this purpose, a fictional hotel website was created for participants to simulate a reservation. Through the analysis of the experiment, the impact of surprise on customer satisfaction was confirmed. It was also found that, in the hospitality industry, a gift has a higher impact on satisfaction than a discount. When analyzing the guest delight, the results differ from what is stipulated in the literature (which points to the significant impact of surprise in this measure). It was concluded that between the two promotion tools, only the gift can significantly increase customer delight. This study demonstrates the importance of understanding the concept of surprise according to different industries. It also points to the importance of identifying the best methods to surprise customers, as different methods may lead to different results. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
Web 2.0 has allowed collaboration, interaction and sharing of information online, such as online review platforms. Consequently, these short and straightforward opinions have increasingly proved to be essential sources of information not only for consumers but also for companies, as they represent the consumer's sincere evaluation, free from any kind of bias. In this sense, there should be an interest in the analysis and monitoring of online reviews by companies, as the result of these actions may provide guidelines to readjust their strategy, support decision-making and ensure the satisfaction of their consumers. To generate useful information to assist decision-making and strategies' implementation by retailers in the Municipality of Porto, online reviews from the GoogleMyBusiness platform were organised, classified, and analysed. 9945 online reviews were extracted, directed to 246 retail adaptations of the Municipality of Porto, from 2017 to 2020, which were later classified by the polarity of sentiment (positive, negative, neutral, or mixed). Sentiment analysis was conducted, combined with statistical tests and frequency distribution tables to discover relevant information for retailers. With sentiment analysis, retailers can understand their consumers and their behaviour to adapt their strategies and make the right decisions to ensure their customers' satisfaction. With the results obtained, this study proves that it is possible to extract useful information from online reviews and reveals that it is still an area of little interest for retailers in the Municipality of Porto.

Abstract

Abstract
Generation Z is expected to be a dominant demographic and economic group. Cyber-waviness, constant reliance on smart devices that allows them to be always connected are among some of their intrinsic characteristics. The combination of this reality with the ever-changing technological environment is compelling retailers to reshape their business strategies, to meet this group desires and expectations and to foster their engagement. Augmented reality (AR) is emerging as a technological solution that pleases both consumers and retailers. This paper aims to answer two main questions: (1) How does generation Z evaluate an AR experience? (2) Which attributes/benefits do they value or not during an AR experience? Drawing on a qualitative methodology – content analysis of 34 interviewees – we discuss six main dimensions the potential customer value of the relationship between them and AR experiences under retailer context.