Browsing by Author "Santos, Cristina"
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- Book of Abstracts of the 1st International Conference on Management, Technology and Tourism:Social Value Creation – ICOMTT2020Publication . Bernardes De Oliveira, Sandra Margarida; Leal, Susana; Vivas, C.; Barradas, Luís Cláudio; Nascimento, João; São João, Ricardo; Ferreira, Maria Regina; Passarinho, Aldo; Rodrigues, Ana; Santos, Cristina; Amaral, MartaThe 1st International Conference on Management, Technology, and Tourism: Social Value Creation (ICOMTT2020) emerges as an outcome of the Volto Já Project - Senior Exchange Program, developed by Polytechnic Institute of Santarém, Polytechnic Institute of Beja and Santa Casa da Misericórdia de Santarém. During the 6th and 7th of February 2020, at the School of Management and Technology of Santarém, Portugal, we celebrate and share the knowledge built on this close relationship. In these two special days, the ICOMTT2020 provides an opportunity for researchers, academics, national and international experts, entrepreneurs, and community leaders to exchange and share their experiences, results and deepen the debate on social value creation. Value creation is a pillar of corporate sustainability, but it is not enough! The challenges of the next decades require a change in the dominant paradigm for the creation of social value that is the guarantee of the regions' sustainability. This paradigm shift will be analysed and debated thoroughly according to the major areas of ICOMTT2020: Management, Technology, and Tourism.
- 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.
- Media design in the strategy of emotional relationship with elderly people: Case study – “Volto Já” projectPublication . Passarinho, Aldo; Santos, Cristina; Oliveira, Sandra; Leal, Susana; Vivas, Carla; Alves, A.This article reports a case study through the description of the communication process and definition of graphic identity, production, and broadcast media made for the multidisciplinary scope of a project ("VOLTO JÁ" project) for an elderly audience. The project VOLTO JÁ aims to implement a senior social exchange program in social economy organizations, seeking to promote tourism experiences for the elderly and highlighting active aging. The business model was based on the sharing of resources to enhance the value proposition and will be supported by an information and communication technologies (ICT) platform. The project, financed under the FCT program: Scientific Research and Technological Development Projects (2016), was completed in February 2021, involving a multidisciplinary team, with different skills, to achieve the objectives initially stipulated, highlighting four areas of knowledge that were fundamental to its success, namely, the areas of Management, Tourism, Computer Engineering, and Design. A research and development team from two polytechnics higher education institutions (Polytechnic Institute of Santarém and Polytechnic Institute of Beja) also had a Social Economy Organization, the Santa Casa da Misericórdia de Santarém as a partner. In this article, we will focus on the work done by the team responsible for the Design and Communication of the project belonging to the Polytechnic Institute of Beja. Thus, the research carried out within the scope of VOLTO JÁ intending to validate a business model proposal based on a service provided by an online technological platform, which promotes: in a first phase, contact between residential structures for the elderly; and, in a second phase, the mobility of the institutionalized elderly according to tourist packages provided by the platform, led us to the need to problematize the communication strategy and the means to be used in the relationship with target audience and all stakeholders. According to the business model validation methodology adopted by the team, namely the Business Model Canvas proposed by Osterwalder & Pigneur (2010), we start from the problematics: 1- How to create and maintain the relationship and the level of involvement of all stakeholders involved with the service offered by the platform? In this case, a platform that allows contact between the residential structures for the elderly, it facilitates the planning of tourist packages, as well as the programming of the mobility of the elderly; 2 - What are the aspects to be taken into account in a communication more oriented to a more senior public, aiming to define aesthetic, cognitive, but also emotional factors? In this way, the team established the main objectives to be achieved, taking into account the project’s characterization: a) to define the communication plan; b) to implement the communication channels that would activate the project simultaneously with its validation; c) to define a graphic identity for effective communication, adaptable to various communication materials required for project development and dissemination; d) to implement digital communication channels and the production of content that would simultaneously allow the involvement of the “elderly” and those responsible for the institutions; e) to schedule web marketing campaigns to activate the project, and consequently, the respective validation through the collection of metrics appropriate to verify the interest in the project/platform; f) to define an user interface and user experience design of the software platform enabling social economy institutions to join senior exchange program, seeking to continue the graphic identity created for the project. 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. We propose to present activities’ outcomes trying to answer the anticipated objectives, through a methodology based on literature review in Communication and in Design fields. Thus, the study was based on a project methodology in design and in the guidelines for the applicability of the design thinking method, based on the recommendations of the Design Council and Interaction Design Foundation. The Design Council describes the design process in five stages and considers that all designers must comply with them when carrying out a project (first steps, research, planning, communication, and implementation), in order to determine, in an initial phase, the design problem and then research the needs that are implied, always bearing in mind the user and its behaviors and, thus, give an effective and reasoned answer at the end of the whole process (Visocky O'Grady & Visocky O'Grady, 2006). The creation of the graphic identity and the brand VOLTO JÁ followed the guidelines of Budelmann et al. (2010), Gomez-Palacio, & Vit (2009), Lupton (2011), and Olins (2010), but also some pertinent reflections highlighted by Norman (2004), oriented to the levels of emotional processing and Design strategies. A communication strategy more oriented to the target audience followed some guidelines previously defined by some authors, such as Silva et al. (2015), by giving Facebook a social support environment for the elderly. 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. 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. Consequently, it is intended to demonstrate activities carried out and that were put into practice, responding to the main objectives and challenges of the project, taking into account its specific target audience and stakeholders. We tried to focus on the fact that design and communication can be channels to promote social interaction. 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.
- Projeto Volto Já: Programa de Intercâmbio SéniorPublication . Bernardes De Oliveira, Sandra Margarida; Leal, Susana; Vivas, C.; Nascimento, João; Barradas, Luís Cláudio; São João, Ricardo; Santos, Cristina; Passarinho, Aldo; Amaral, Marta; Rodrigues, Ana; Ferreira, Maria ReginaO projeto Volto Já pretende operacionalizar um programa de cooperação entre organizações de Economia Social que promova o intercâmbio de seniores institucionalizados, proporcionando-lhes experiências culturais, turísticas e artísticas. Os seus principais objetivos são: (i) fomentar o envelhecimento ativo e melhorar a qualidade de vida (bem estar, satisfação com a vida, felicidade, etc.) dos seniores institucionalizados; (ii) desenvolver um modelo de negócio de turismo social dirigido aos seniores institucionalizados em lares ou centros de dia, na região do Alentejo; (iii) desenvolver uma plataforma informática que permita às instituições de Economia Social aderir ao programa de intercâmbio sénior, divulgar as experiências socioculturais oferecidas e estabelecer parcerias que efetivem o intercâmbio entre si. A participação no projeto Volto Já permite aos seniores: (a) terem acesso a experiências turísticas e culturais de elevada qualidade, demasiado dispendiosos se adquiridos isoladamente; (b) expandirem o seu círculo social; (c) combaterem o isolamento social; (d) contactarem com cultura e tradições de outras regiões do país; (e) promoverem a estimulação cognitiva; (f) melhorarem a sua qualidade de vida; (g) contribuírem para práticas de consumo sustentáveis. Para as instituições de Economia Social, participar no projeto permite-lhes: (a) ter acesso a uma oferta de serviços diferenciada a baixo custo; (b) expandirem da sua rede de parceiros; (c) melhorar o reconhecimento social; (d) aumentar a ligação à academia; (e) inovarem socialmente; (f) aumentar o seu capital reputacional. O projeto é suportado por uma equipa multidisciplinar do Instituto Politécnico de Santarém e Instituto Politécnico de Beja, com a colaboração da Santa Casa da Misericórdia de Santarém. Os outputs previstos do projeto são: (a) desenvolvimento de parcerias entre a academia e as instituições de Economia Social; (b) desenvolvimento de um modelo de negócio de turismo social sénior; (c) implementação de uma prova de conceito/teste piloto; (d) desenvolvimento de uma plataforma informática para dinamização do modelo de negócio; (e) organização de uma conferência internacional.
- A Social Business Model for Active Ageing:The Case of the Volto Já ProjectPublication . Bernardes De Oliveira, Sandra Margarida; Leal, Susana; Vivas, C.; Nascimento, João; Barradas, Luís Cláudio; Amaral, Marta; Rodrigues, Ana; São João, Ricardo; Santos, Cristina; Passarinho, Aldo; Ferreira, Maria ReginaThis paper presents the social business model of the VOLTO JÁ Project. The project aims to implement a senior social exchange programme in social economy organisations, seeking to promote tourism experiences for the elderly and highlighting active ageing. The business model is based on the sharing of resources to enhance the value proposition and will be supported by an information and communication technologies (ICT) platform. This research followed a two-phase data collection process. In the first phase, two focus groups were conducted with the participation of six social economy organisations (represented by their respective technical director) and ten academics. The goal in this phase was to understand the conditions they can offer and their willingness to have elderly people in the social exchange programme, and to develop key inputs for the social business model design. The model was built on the premise that the creation of social value is based on the sharing of existing resources. In the second phase, a third focus group was conducted with the participation of six social economy organisations (represented by ten professionals) and five academics. In this phase the aim was to validate the business model with relevant stakeholders.
- Volto Já - Programa de Intercâmbio Sénior:Projeto na Área do Turismo Social SéniorPublication . Bernardes De Oliveira, Sandra Margarida; Leal, Susana; Vivas, C.; Nascimento, João António Marujo do; Barradas, Luís Cláudio; São João, Ricardo; Passarinho, Aldo; Santos, Cristina; Amaral, Marta; Rodrigues, Ana; Ferreira, Maria ReginaO Volto Já pretende operacionalizar um programa de cooperação entre organizações de Economia Social que promova o intercâmbio de seniores institucionalizados, proporcionando lhes experiências culturais, turísticas e artísticas. Os seus principais objetivos são: (i) fomentar o envelhecimento ativo e melhorar a qualidade de vida (bem estar, satisfação com a vida, felicidade, etc.) dos seniores institucionalizados; (ii) desenvolver um modelo de negócio de turismo social dirigido aos seniores institucionalizados em lares ou centros de dia, na região do Alentejo; (iii) desenvolver uma plataforma informática que permita às instituições de Economia Social aderir ao programa de intercâmbio sénior, divulgar as experiências socioculturais oferecidas e estabelecer parcerias que efetivem o intercâmbio. A participação no Volto Já permite aos seniores: (a) terem acesso a experiências turísticas e culturais de elevada qualidade, demasiado dispendiosas se adquiridas individualmente; (b) expandirem o seu círculo social; (c) combaterem o isolamento social; (d) contactarem com a cultura e as tradições de outras regiões do país; (e) promoverem a estimulação cognitiva; (f) melhorarem a sua qualidade de vida; (g) contribuírem para práticas de consumo sustentáveis. Para as instituições de Economia Social, participar no projeto permite-lhes: (a) acederem a uma oferta de serviços diferenciada a baixo custo; (b) expandirem a sua rede de parceiros; (c) melhorarem o reconhecimento social; (d) fortalecerem a ligação à academia; (e) inovarem socialmente; (f) aumentarem o seu capital reputacional. O projeto é suportado por uma equipa multidisciplinar do Instituto Politécnico de Santarém e do Instituto Politécnico de Beja, com a colaboração da Santa Casa da Misericórdia de Santarém. Os outputs previstos são: (a) diversas parcerias entre a academia e as instituições de Economia Social; (b) um modelo de negócio de turismo social sénior; (c) realizar uma prova de conceito/teste piloto; (d) uma plataforma informática para dinamização do modelo de negócio; (e) uma conferência internacional.
- Volto Já – Senior Exchange Program: From Idea to ImplementationPublication . Bernardes De Oliveira, Sandra Margarida; Leal, Susana; Vivas, C.; Nascimento, João António Marujo do; Barradas, Luís Cláudio; São João, Ricardo; Ferreira, Maria Regina; Passarinho, Aldo; Rodrigues, Ana Isabel; Amaral, Marta Isabel Casteleiro; Santos, CristinaPurpose: The general aim of Volto Já was the operationalisation of a Social Senior Exchange Programme between Social Economy Organisations that promotes cultural, touristic, and artistic experiences. Volto Já developed a set of actions with a direct impact on seniors’ active ageing and social inclusion. The programme was developed between August 24, 2018 and February 23, 2021. This paper aims to present the main outputs of the programme. Method: The Volto Já is an applied project. To test it, a proof of concept was developed with the participation of six Social Economy Organisations and 24 elderly people. Findings: The main outputs of Volto Já were: (a) a social tourism business model in the Social Economy sector, for elderly people, notably those institutionalised in senior citizens’ homes or nursing homes; (b) the implementation of a business model through a network of Social Economy Organisations that guarantees the exchange of services in the Alentejo region; (c) the stimulation of active ageing and preventing social exclusion, and endorsing the social inclusion of the elderly in the Alentejo region; (d) the implementation of an ICT platform and a mobile application to manage the registration of Social Economy Organisations, which presents the offers of available exchange services, provides access to organisations and experiences in the senior social tourism area, specifically designed for Social Economy Organisations and their users; (e) the improvement of the quality of life of elderly people (e.g., well-being, life satisfaction, happiness, etc.). Originality/value: A community network was created to effectively address and prevent social exclusion and promote senior mobility, using social tourism and recreational activities as a facilitator. The proof of concept enabled the testing of the social business model and the acquisition of new insights into the process associated with senior exchanges.
- Volto Já!Publication . Oliveira, Sandra; Leal, Susana; Vivas, C.; Barradas, Luís Cláudio; São João, Ricardo; Jorge, Nuno; Nascimento, João; Ferreira, Maria Regina; Passarinho, Aldo; Santos, Cristina; Amaral, Marta; Rodrigues, Ana IsabelModern society presents an unprecedented ageing process and an increasing number of elderly people. In tourism industry, the increase of active ageing practices, as well as the importance of improvement of the quality of life of elderly, increase their interest and readiness to participate in various touristic activities. It encourage, as well, one market segment–the senior tourism–that enhances the creation of employment and can help to fight the seasonal nature of the tourism sector.Considering the characteristics of this age group, some limitations relative to the autonomy, and alower purchasing power, touristic packages have to be adapted to take into account the specific profile of elderly. The public that this project addresses is the institutionalized elderly in the Sector of Social Economy organisations.Considering the characteristics of this age group, some limitations relative to the autonomy, and a lower purchasing power, touristic packages have to be adapted to take into account the specific profile of elderly. The public that this project addresses is the institutionalized elderly in the Sector of Social Economy organisations.In Portugal, this public has a lack of economic and financial resources, and is growing in number, as well as in economic and social difficulties. This project focuses in Social Tourism for low-income groups, particularly institutionalized seniors, who would not otherwise go on holiday. Special focus will be put on the elderly population motivations to experiment new cultural expressions and on the impact that this process may have on their cognitive abilities and culture.
- Volto Já:um modelo de negócio na área do turismo social de intercâmbio séniorPublication . Bernardes De Oliveira, Sandra Margarida; Amaral, Marta; Leal, Susana; Rodrigues, Ana Isabel; Isabel Russo Vivas, Carla; Barradas, Luís Cláudio; Nascimento, João; Jorge, Nuno Santos; São João, Ricardo; Ferreira, Maria Regina; Passarinho, Aldo; Santos, CristinaApresenta-se o modelo de negócio do PROJETO VOLTO JÁ, cujo objetivo geral consiste na operacionalização de um programa de intercâmbio social sénior, entre organizações de economia social, procurando promover experiências turísticas aos idosos. O modelo de negócio proposto baseia-se na partilha de recursos como forma de potenciar a proposta de valor acrescentado. O VOLTO JÁ desenvolve um conjunto de ações com impacto direto na mobilidade e inclusão social dos idosos, enquadrando-se nas abordagens conceptuais do turismo social e do turismo para todos. Esta investigação apresenta um processo de recolha de dados com duas fases. Na primeira fase, foi aplicado um questionário a uma amostra de 134 indivíduos seniores institucionalizados, de 8 instituições na região do Alentejo, para caraterizar o perfil dos idosos e os interesses associados à prática de turismo. Na segunda fase, realizaram-se dois focus groups junto de uma amostra de 6 diretores técnicos de Instituições Particulares de Solidariedade Social, de modo a perceber as condições e a disponibilidade de participação dos seniores. Os resultados serão utilizados para desenvolver uma plataforma web para disponibilizar/comercializar, a baixo custo, as ofertas ao nível de pacotes turísticos de turismo social, num trabalho concertado com os agentes da oferta turística.