Bruno Miguel 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

Intersections of Niche Tourism and Marketing

As the tourism industry changes, niche tourism has emerged as a dynamic and growing sector, catering to specialized interests and unique travel preferences. This shift toward...

Exploring the Connection Between Population Health Management and Patient-Centered Care in the Healthcare Marketing Mix

The chapter offers a comprehensive overview of marketing in the healthcare sector, its evolution and the strategic intersection with Value-Based Healthcare(VBHC). While...

Preliminary Analysis of the Relationship Between Brand and Customer Loyalty

Nowadays we are experiencing an increasing technological development that is becoming essential to our daily lives, however, people who are wealthy for several generations do not...

Digital Branding and Relational Marketing in Online Consumer Loyalty

The objective of this chapter was to understand the impact of relationship marketing on online consumer loyalty, using the booking platform Booking.Com as a case study. To...

The Fashion Consumer's Attitude When Confronted With Communication Actions of Social Causes and Their Influence on the Purchase Decision

The increasing social concern and the attempt to change behaviours make more and more fashion brands interested in and working with social causes. In general marketing of social...

Regenerative Tourism for Social Development

Regenerative tourism shifts the current approach to travel, focusing on minimizing negative impacts and actively contributing to the restoration and enhancement of local...

Socially Responsible Marketing and Children's Health: Preliminary Insights

In a world where children's health and well-being are non-negotiable priorities, this research emerges completely at the intersection between socially responsible marketing...

The Relevance of the CEO's Personal Brand in Digital Channels: A Case Study of Brands With Longevity in the Euro-Region (Northern Portugal and Galicia)

A personal brand is the synthesis of all the expectations, images and perceptions created in someone's mind when they see or hear a certain name. A person has a personal...

Gastronomy, Cheese, and the Contributions of Maketing to Territorial Identity: A Proposal for an Exploratory Study on “Queijo da Serra” (Portugal)

Tourism is an activity strongly characterized by different motivations and specific interests. In this sense, tourist destinations and territorial stakeholders are paying...

Empowering Value Co-Creation in the Digital Era

In the digital era, the concept of value co-creation evolved from a passive exchange to a dynamic, collaborative process that empowers organizations and consumers. The rise of...

Cross-Border Regions Cooperation and Implications for Organizations

Strategic place marketing that uses natural resources and local assets to increase an organization’s regional competitiveness has significant influence on not only the...

Special Forms of Tourism as a Territorial Management Tool: An Exploratory Study in the Context of Geocaching

Some Special Forms of Tourism (SFT) are the result of technological developments (e.g. virtual tourism, e-tourism, or emotional intelligence) or using highly developed specialist...

Film-Induced Tourism and Promotion of Tourist Destinations: An Exploratory Approach

The film tourism business incorporates a series of activities. The development of destination marketing campaigns to promote films, while, increasingly, common initiatives...

Marketing Plan and Territorial Management: Vila Nova das Taipas (Portugal)

The territorial development strategies constitute an important instrument for the adequate growth and pursuit of development mechanisms transversal to different local dynamics....

Using Endomarketing as a Strategic Tool for Innovation in the Business Context: Preliminary Insights

The employee's relationship with the company goes far beyond the contractual commitment; it extends to the point where it reflects positively or negatively on the...

Performing Skills in the Tourism Industry: A State-of-the-Art Analysis

This study examines key competencies in tourism, highlighting the balanced value of technical (hard) and interpersonal (soft) skills. In tourism, where customer interaction and...

The Impact of Digital Marketing on the Esports Industry: Preliminary Approach

This chapter aims to understand how Esports organizations can improve digital marketing strategies, considering the unique characteristics of this sector and the importance of...

Co-Branding Strategies for Smart Luxury Products

Co-branding is a marketing strategy that brings together two brands to harness their strengths and create a product with greater value. The importance of innovation, exclusivity...

Innovating the Future: Sustainable Strategies and Technological Advances in Niche Tourism

This chapter explores the evolving landscape of niche tourism, focusing on the rise of micro-niches as a response to the demand for authenticity, personalization, and...

Digital Communication Strategies for Sustainable Textile Brands: A Case Study

Digital marketing is fundamental for boosting sales and enhancing companies' visibility in the current business land. This scenario holds particular relevance when many...

Literary Tourism in Northern Portugal and Its Contribution to Regenerative Tourism: Preliminary Insights

Literary tourism has been the subject of new studies and new approaches in the academic context, not only from a historical and cultural perspective, but also for the benefit of...

Barcelos Handicrafts as Cultural Heritage and Sustainable Practice: A Regenerative Tourism Approach

This chapter explores Barcelos handicrafts as a key case of regenerative tourism, demonstrating how traditional artisanal practices, when aligned with sustainable innovation and...

International Volunteering and Regenerative Tourism: A Pathway to Social Development and the Enhancement of Tourist Destination Image

This chapter examines the transformative potential of international volunteer tourism within regenerative tourism, focusing on its role in fostering community resilience, social...

Territorial Marketing and Region Development: An Exploratory Approach in Tabuaço (Portugal)

This chapter seeks to elucidate the significance of territorial branding for the municipality of Tabuaço and to determine whether visitors are more inclined towards tourist...

Green Marketing and the Competitive Edge in the Cosmetics and Wellness Products Sector: An Exploratory Research

The research was conducted with the aim of determining whether Green Marketing can be considered a competitive advantage in the cosmetics sector. Given the increase in...

Promoting Co-Creation and Sustainable Routes in Industrial Tourism: Linking Tourism to Education

Tourism is a sector strongly marked by different motivations and is a phenomenon of great importance on a global scale. As a result, mass tourism often leads to over-tourism and...

Use of Artificial Intelligence Chatbots in the Hospitality Industry: Preliminary Insights on Value Co-Creation

Artificial Intelligence (AI) has become a daily technology in various sectors and services. This chapter presents a preliminary reflection on the use of AI chatbots in the hotel...

Co-Creation, Leadership, Job Satisfaction, and Burnout in the Digital Era

The advancement of digital technologies and increased connectivity have transformed work dynamics, making them more collaborative but also more demanding and challenging. The...

Promotion of Geocaching and Educational Tourist Routes in the Euroregion of Northern Portugal and Galicia

Geocaching is an activity that can be compared to traditional treasure hunting. However, unlike the usual physical maps, geocachers, the name given to those who practice this...

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...

The Importance of Internal Marketing in Companies and Its Relation With Happiness at Work

Internal marketing is one of the crucial themes for any company's organizational progress and is ultimately the foundation for optimizing organizations' human resources....

The Role of Health Marketing in the Dissemination of AI and ML Application in Preventive Health

The development of information and communication technology (ICT) has made citizens the protagonists of so-called preventive health, whose focus and importance are in disease...

Relationship Management Between Consumers and Suppliers: An Exploratory Approach

The research carried out aimed to identify strategies, tools, and functionalities which influence the management of relationships between customers and suppliers, in the...

Rural Tourism and Wine Experience: Preliminary Insights on a Niche Marketing Approach

This study aims to understand some of the main trends in rural tourism and wine sensorial experience. The research study brings together a proposed conceptual model to understand...

Relational Marketing Applied to the Banking Sector in Portuguese Context

Banks were forced to modernize their action plans and strategies in banking relationships so as not to lose their place in an increasingly competitive market due to the use of...

Encouraging Sustainable Practices and Behaviors in Tourism Consumers and Hotel Management: Côa Valley Region

Ecotourism in Portugal is taking hold especially inland, because of an exceptional set of landscapes, protected natural areas, many leisure ac-tivities, and an overwhelming...

Digital Marketing, Artificial Intelligence, and Online Social Networks in Tourism: Case of the Municipality of Amares (Portugal)

The present chapter involved a thorough investigation into the tourist destination in question, Amares, where the research results suggest that the Municipality of Amares can...

A Preliminary Study on Ethics and Sustainability in Hospitality Employer Branding

Tourism is currently one of the main sectors of profit for the worldwide economy. The new segments of ethical and sustainable tourists increasingly seek to obtain unique and...

Special Interest Trends for Glamping: Preliminary Insights in Portuguese Context

Sustainability in tourism is a necessary path for the tourism sector on a global scale. Tourist practice now considers the environmental, economic, and social impact in the...

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...