The role of e-marketing as in specific contexts of sports tourism
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abstract
Athletics is a sport that is going through several
difficulties in Portugal, essentially at the financial level, since
support and sponsorships are less and less, blocking the construction
of financial sustainability, which is reflected in a reduction of medals
won in international competitions. Thus, the application of sports
and e-marketing to athletics becomes essential, as it will allow us to
understand what consumers want, create attachment and paying
attention to their preferences, habits and interests. The aim is to
promote athletics in Portugal, to provide an increase in the number
of sports tourists. The methodology based on the observation of
competitions, conducting interviews applied to the study. From the
results of this research, it is concluded that athletics disciplines do
not meet an adequate e-marketing strategy, with low dissemination
in the media. With a focus on some athletics clubs of Portugal and
in the Athletics Federation of Portugal, this research aims to
contribute to perspectives in the connection between e-marketing and
sports tourism, applying specifically to a case study: athletics in
Portugal.
UNIAG, R&D unit funded by the FCT – Portuguese Foundation
for the Development of Science and Technology, Ministry of
Science, Technology and Higher Education. Project no.
UIDB/04752/2020.
