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Composite Indicators for Measuring the Popularity of Portugal and Its Tourism Regions Using Google Trends

Composite Indicators for Measuring the Popularity of Portugal and Its Tourism Regions Using Google Trends
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Author(s): Maria Gorete Ferreira Dinis (Polytechnic Institute of Portalegre, Portugal), Carlos Manuel Martins da Costa (University of Aveiro, Portugal) and Osvaldo Manuel da Rocha Pacheco (University of Aveiro, Portugal)
Copyright: 2019
Pages: 27
Source title: Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
Source Author(s)/Editor(s): Luísa Cagica Carvalho (Universidade Aberta, Portugal & Universidade de Évora, Portugal) and Pedro Isaías (University of Queensland, Australia)
DOI: 10.4018/978-1-5225-6307-5.ch011

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Abstract

The aim of this chapter is to present composite indicators that contribute to the understanding of online interest of Portuguese people for domestic tourism at national and regional level and by characteristic tourism product in each region of the country. For the construction of the composite indicators, data was collected for one year using the Google Trends tool, for a set of a priori defined search terms representative of the Portugal destination and its regions. The composite indicators result from the average weighting of seven primary indicators, composed of fifteen sub-indicators, which were proposed based on the conceptual framework of the Tourism Satellite Account. The results indicate that the interest of the Portuguese people by Portugal and its regions shows a seasonal behavior whose accent varies according to the tourism region, as well as the characteristics tourism products.

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