Bruno Barbosa Sousa

Bruno Sousa is an Adjunct Professor of Marketing at Polytechnic Institute of Cávado and Ave (IPCA), Portugal and holds a PhD in Marketing and Strategy in Universidade do Minho, Portugal. Bruno Sousa is also Head of Masters Program - Tourism Management and Marketing Tourism (IPCA); CiTUR – Center for Tourism Research, Development and Innovation and UNIAG research member. He’s teaching fields include marketing and strategy. His research areas include brand management and consumer behavior, strategy implementation, niche marketing, niche tourism and brand attachment. He has published in the Journal of Enterprising Communities, Tourism Management Perspectives, Current Issues in Tourism, Journal of Organizational Change Management, World Review of Entrepreneurship, Management and Sust. Development, among others.

Publications

Human Relations Management in Tourism

In the competitive world of the tourism sector, effective human resources management has become a critical factor in determining the success and sustainability of organizations....

Exploring Corporate Events as Tourism Consumption: Support for Team Building Activities

The purpose is to identify and explore the tourism consumption of corporate events through team building activities, providing answers and solutions for small and medium-sized...

Multisensory Dimensions as Interdisciplinary Study: Sensory Destination Branding and Post-Pandemic Scenario

The multisensory dimensions of a destination, which are important for establishing an emotional connection between a visitor and a place, can be used and managed to create a...

The Human Resource Balanced Scorecard (HRBSC) and Internal Marketing Management in (Post) Pandemic Tourism Contexts

The objective of the chapter is to provide an insight into the potential of the HRBSC, as a performance evaluation and strategic management tool, and marketing management to...

The Importance of Internal Marketing in Achieving Job Satisfaction and Organizational Success

Internal marketing is a key issue for the organizational development of any company, ultimately helping to optimize the human resources of organizations. The aim of this research...

Industrial Tourism and Literary Tourism: Niche Marketing Perspective and Regional Development

This study aims to understand some of the main trends in tourist segmentation in the (northern) Portuguese context, with an emphasis on industrial and literary tourism. The...

Current Digital Healthcare and Wellness Tourism: Preliminary Study in the Cross-Border Context

Under the term “digital health,” advanced medical technologies, disruptive innovations, and digital communication have gradually become inseparable from providing best practice...

Municipal Communication, Governance, and the Role of the Local Community: A Case Study in Guimarães (Portugal)

Communication is a relevant process at the business level, but it also plays an important role in territorial contexts and in relation to the local community, citizens, and...

Exploring the Relationship Between CRM Tools, AI, and Big Data: A Systematic Review

In an increasingly digital and competitive world, CRM, Social CRM, AI and Big Data have become true allies for organizations that want to stand out. These technologies not only...

Promoting Organizational Performance Through 5G and Agile Marketing

It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there...

The Role of Brands in an Era of Over-Information

Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes...

Brand Attachment and Agile Marketing: Responses to the (Post-)Pandemic Context in the Sports Fashion Context

This research seeks to understand the impact of the pandemic on online sales of sports brands and their relationship with consumers. The results obtained showed that the brands...

E-Commerce: Issues, Opportunities, Challenges, and Trends

E-commerce is a business model that allows organizations to explore global markets. The objective of this study is to identify all the key points involved in e-commerce business...

Social and Strategic Partnership in Marketing Contexts: The Case Study of Help2kids

Social and strategic marketing seeks to develop systematic marketing concepts with several approaches to influence behaviours that benefit individuals and society for the greater...

Industry 4.0: The Improvement of the Supply Chain Channel Based on Digital Transformation in Portugal

The supply chain has developed extensively in Portugal over the last ten years. There are three very important areas that integrate organizations; namely, the purchasing area...

Encouraging Internationalization and Sustainable Competitiveness in Construction: A Preliminary Approach in Portugal

The Civil Construction and Public Works sector in Portugal has undergone huge oscillations over the last years, reflected on the number of companies, turnover and number of...

Developing a Commercial Ethics Framework for Analysing Marketing Campaigns

This study integrates the relationship of business ethics in marketing campaigns and the importance of the repercussion on organizational performance with the aim of creating a...

Virtual Tourism and Challenges in a Post-Pandemic Context

The role played by technologies of information and communication, ICT, has become increasingly important in the way of life of societies. As well as technologies to revolutionize...

Digital Detox, Trends, and Segmentation in Tourism

The chapter aims to demonstrate the growing importance of the concept of 'digital detox' as a segment of the tourism market to indicate the reasons and factors that...

The Urban Sensescapes and Sensory Destination Branding

The sensory attractiveness of destinations has recently been one of the most important focal points when considering the impact of senses on positive and memorable travel...

Digital Communication in Museums and Museological Spaces: Diagnosis of Baixo Alentejo, Portugal

SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach....

Communication and Marketing in the Fight Against Racism in the Sports Context: A Theoretical Reflection on European Football

Racism is a global hierarchy of superiority and inferiority that has been politically, culturally, and economically produced and reproduced for centuries by the institutions, in...

Developing a Safety Climate Assessment Tool for Omani Construction Industry

One of the methods which could improve the safety performance of construction organizations is the safety climate approach which is helpful to know the existing maturity level of...

Market Segmentation and Dark Tourism and the (Post) Pandemic Scenario

Dark tourism is a segment of tourism that has been growing in recent decades and is strongly associated with tragedy and mystery. There are several academic researchers who...

Understanding the Role of Social Networks in Consumer Behavior in Tourism: A Business Approach

This research seeks to understand the type of influence that the hotel sector in Portugal can achieve in its consumers, being the tourism sector an area in constant growth. To...

Film-Induced Tourism and Selling Storytelling in Destination Marketing: The Legend of the Rooster of Barcelos (Portugal)

Film-induced tourism is a kind of business that profits from attracting visitors inspired by beautiful sceneries of locations exposed in movie or drama and stories linked to the...

Accessible Tourism and Digital Platforms: A Study Applied to the City of Viana do Castelo

The disclosure of accessibility conditions in tourism supply encourages the demand for destinations. The fact that a destination seeks solutions in order to satisfy the needs and...

Religious and Spiritual Tourism: From Its Origins to Alentejo (Portugal)

Over the years there has been an increase in competition among tourism destinations, leading to the need for a deeper understanding about the tourism realm, impact, and...

Consumer-Brand Relationship and Use of the Website in Virtual Communication in the Luxury Furniture Industry

Luxury management can be considered the management of paradoxes between intangibility and functionality, rationality and emotion, modern technology with traditional...

The Role of Relational Marketing in Specific Contexts of Tourism: A Luxury Hotel Management Perspective

SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach....

Understanding the Brand Management and Rebranding Processes in Specific Contexts of Medical Tourism

With this chapter, the authors intend to understand the importance of brand management (specifically rebranding) in specific contexts of medical tourism and health and wellness....

Relationship Marketing and Communication as a Driver of Fundraising Loyalty and Success in Non-Profit Organizations: A Theoretical Perspective

Competitiveness is becoming a growing phenomenon. The quality and innovation in the art of doing business is becoming increasingly evident, showing to the need for organizations...

Sexism and Advertising in the Global World: A Theoretical Perspective

The contribution that active sexism and daily sexist attitudes and behaviours provide to gender inequality happens in a large scale and seems to be a recurrent problem. The...

The Contribution of Tourist Events to Local Development: A Case Study With a Sport Perspective in the Post-COVID-19 Era

Territorial marketing is a fundamental tool for destination management and strategic planning in order to promote and highlight a territory, place, or city. In order to...

Social Concerns in Advertising: The Motives Behind the Indifference Towards Sexism Displayed in Advertising During the Purchase Decision

Sexism is a complex construct since authors have different notions to present about the topic. Some of them state that sexism is the actions of prejudice based on gender....

The Influence of Tourist Characteristics on the Perceived Quality of Hostels in Portugal: An Exploratory Study

The hostels sector in Portugal, despite its late appearance compared to other countries in the world, has registered an expressive development. However, the observed growth is...

Key Drivers of Performance and Profitability in a Social Business

In order to build a successful strategy for any type of business, a strategic analysis needs to be performed. A strategic analysis consists of multiple elements, but it always...

The Role of Technologies in Relationship Management and Internal Marketing: An Approach in the Health Sector

In health, as in any other industry, technology adoption, if used appropriately, is an important asset and a success factor for a company. Nowadays, it is no longer feasible to...

Green Consumer Behavior and Its Implications on Brand Marketing Strategy

The current pollution and possible depletion of earth's natural resources combined with the growing concern in choosing healthier and environmentally friendly foods and gives...

The Role of Digital Marketing and Online Relationship Quality in Social Tourism: A Tourism for All Case Study

The literature widely suggests that the digital media has greatly impacted the way a marketer reaches today's consumer. The adaptive process enabled by the digital...

Understanding the Role of Social Networks in Consumer Behavior in Tourism: A Business Approach

This research seeks to understand the type of influence that the hotel sector in Portugal can achieve in its consumers, being the tourism sector an area in constant growth. To...

Social and Strategic Partnership in Marketing Contexts: The Case Study of Help2kids

Social and strategic marketing seeks to develop systematic marketing concepts with several approaches to influence behaviours that benefit individuals and society for the greater...

An Approach on Attachment in Public Marketing and Higher Education Management Contexts

In the recent years, the educational market has become more dynamic and complex. There are many market forces that are trying to shape the educational environment. The...