SHIFT - Framework para o Marketing Turístico, orientado para a Inovação, Sustentabilidade e Interação


Uncertainty is the new normal, especially in Tourism. Old and new constraints from the supply side and new needs and behaviours from the demand side require a transformative approach to tourism.

Previous research has recognised that tourism marketing efforts are often made independently by various tourism stakeholders, even though collaborative efforts have been recognised as a source of competitive advantage in tourism. We argue that this is even more relevant in a post-pandemic, digitally-driven and sustainability-oriented world, where tourism small and medium-sized enterprises (TSMEs) face a paradigm shift. More than focusing on recovery, TSMEs have to rethink their role in a new economic order.


Partners: Polytechnic Institute of Setúbal (Partner Leader) (Portugal), Estoril Higher Institute for Tourism and Hotel Studies, Polytechnical Institute of Lisbon, and University of Algarve (Portugal).

CinTurs Researcher(s): Célia Ramos (coordinator UAlg) (CinTurs/ESGHT UAlg).

Budget UAlg: 3.875,00 €

Funding institution(s): FCT – Portuguese Foundation for Science and Technology

Period: January 2022 – December 2025

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