Browsing by Author "Santinhos, Joana"
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- Communication design and market analysis in senior tourism: Volto Já projectPublication . Passarinho, Aldo; Rodrigues, Ana; Santos, Cristina; Amaral, Marta; Diniz, Alice; Santinhos, JoanaPurpose: The following study aims to describe the participation of a multidisciplinary team from Polytechnic Institute of Beja, in VOLTO JÁ project. This project aims to operationalize a cooperation program between social economy organizations, and it promotes the exchange institutionalized seniors, providing them with cultural, tourist and artistic experiences. Therefore, activities were established to structure and to develop the project, and team was responsible for the following: design, market analysis and development of social tourism packages and dissemination results. Taking into account the project’s characterization, we will describe activities mentioned and how they have contributed to its implementation and consolidation, in accordance with main objectives established: a) to define a graphic identity for an effective communication, adaptable to various communication materials required for project development and dissemination; b) to define an user interface and user experience design of a software platform enabling social economy institutions to join senior exchange program; c) to make market analysis and development of social tourism packages for senior. Design/methodology/approach: We propose to present activities’ outcomes trying to answer the anticipated objectives, through a methodology based on literature review in Communication Design and Social and Senior Tourism areas. The study was also supported in the practice of design project as well as design thinking method in order to solve identified problems. Findings: Consequently, it is intended to demonstrate activities carried out and that were put into practice, responding to main objectives and challenges of the project, taking into account its specific target audience and stakeholders. Through this case study and applying a user-centered strategy, we seek to contribute with particular solutions that can be applied in future projects in the social tourism area.
- Digital communication strategy for a social economy project supported by web platformPublication . Passarinho, Aldo; Santos, Cristina; Bernardes De Oliveira, Sandra Margarida; Leal, Susana; Rodrigues, Ana; Amaral, Marta; Santinhos, Joana; Diniz, AlicePurpose: This study aims to systematize key indicators considered in the communication strategy of the “Volto Já – Senior Exchange Program” project, according to its communication plan, comprising objectives, planned activities and contribution to validate a business model applied to the social economy sector. Recent studies indicate that the percentage of older adults using social networking technologies is increasing, stimulating research on "their use" and on their "communication behaviours". However, the literature states that it is necessary to distinguish between "social networks" and "social support", which are relevant for communication and the development of the web platform that aims to promote the mobility of older people. It is necessary to adapt messages and channels to the platform's objectives, seeking to respond to the "how" and "why" of communication options. Design/methodology/approach: The research took on an exploratory case study based on the "Volto Já" project, ensuring the validity of the research construct by adopting different sources of chained evidence. The literature review and empirical knowledge allowed the creation of quantitative data collection protocols which analysis ensured the reliability of the case study and its transferability. Findings and Value: A web-based service implementation, with a value proposition aimed at promoting a business model in the field of senior tourism, requires the study of the digital communication strategy appropriate to the growing involvement of the target audience in the service development. Adopting appropriate metrics to assess the effectiveness of digital communication strategy also provides data for the development and validation of the business model.