Web Analytics

Code	15887
Year	1
Semester	S2
ECTS Credits	1
Workload	TP(10H)
Scientific area	Management
Entry requirements	N.A.
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
Teaching Methodologies and Assessment Criteria	Passing the course unit is obtained with a minimum mark of 9.5, resulting from the following assessment parameters: - 1 practical assignment (portfolio), with a weight of 65%, 1 class question (25%) - Participation, commitment and attendance in class - 10%
Language	Portuguese. Tutorial support is available in English.