2023
DOI: 10.1108/jhti-09-2022-0422
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The (wasted) potential of digital communication in low-density destinations: the case of three Portuguese municipalities

Abstract: PurposeThis study aims to assess the online presence of three Portuguese low-density territories and analyze the communication strategies employed by public and private entities within each municipality. The alignment between public and private entities within each municipality is also examined as a potential factor that could impact the effectiveness of digital communication strategies.Design/methodology/approachA qualitative methodology that employed content analysis and interviews to gather data from select… Show more

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