Digital Marketing in Rural Hotels in Portugal

Abstract

The digital revolution has been changing the paradigm in the tourism sector, namely, in rural tourism, which requires following the new trends in marketing. This article aims to analyse the types of digital marketing channels and dynamics that are more recurrent in rural hotels in Portugal. A quantitative methodology was adopted through an online questionnaire to collect rural hotel managers’ opinions, whose answers were then analysed through statistical tests. The data collected show that most rural hotel managers use digital marketing to improve contact with new customers and promote their unity, mainly through the website, social networks and promotional videos. With this study, we find that these hotel managers have the awareness of the importance of having an online presence because only then can they get closer to all their target audience.