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Web Analytics

Código 15887
Ano 1
Semestre S2
Créditos ECTS 1
Carga Horária TP(10H)
Área Científica Gestão
Learning outcomes The main objective of the Web Analytics module is to provide students with knowledge about web data analysis in the field of tourism. It is intended that students acquire skills that allow them to work in companies or tourism organizations, based on data and up-to-date and relevant information, in terms of decision-making, mainly in the area of management and marketing.
Syllabus 1. Brief theoretical framework on the relevance and impact of technologies in tourism.
2. Web Analytics: Concept, importance and strategies.
3. Online presence of tourism organizations - The Website and search engines.
4. Metrics and analysis of web data in the field of tourism - Google Analytics and Google Trends tools.
5. Social networks and Tourism.
Main Bibliography Breda, Z., Costa, R., Dinis, G., & Martins, A. (2020). eWOM of guests regarding their hotel experience: Sentiment analysis of
TripAdvisor reviews. In C. Ramos, C. R. de Almeida & P. O. Fernandes (Eds.), Handbook of research on social media applications for
the tourism and hospitality sector (pp. 295-308). Hershey: IGI Global. DOI: 10.4018/978-1-7998-1947-9.ch017 (ISBN13:
9781799819479 | ISBN10: 1799819477 | EISBN13: 9781799819486).
Dinis, G., Eusébio, C., Breda, Z.& Madaleno, A. (2022) Modelling Tourism Demand Using Google Analytics: A Case Study Of
Portugal’s Alentejo Region, Enlightening Tourism. A Pathmaking Journal, Vol 12, No 1, pp. 304-336
Dinis, M.G., Eusébio, C. & Breda, Z. (2020), "Assessing social media accessibility: the case of
the Rock in Rio Lisboa music festival", International Journal of Event and Festival Management, Vol. 11 No. 1, pp. 26-46.
https://doi.org/10.1108/IJEFM-02-2019-0012.
Dinis, G, Lamy, S. & Guimaraes, A. (2020). Representações do enoturismo na imprensa
Language Portuguese. Tutorial support is available in English.
Data da última atualização: 2025-04-11
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