Supply-side perspectives on digital technologies and cultural tourism experiences in Northwest Portugal

Abstract

This paper aims to understand the perceptions of tourism-related business owners/managers regarding the use of digital technologies for the provision, dynamization, and communication of cultural experiences targeting families. To achieve this aim, a qualitative approach was adopted by conducting ten semi-structured interviews with business owners/managers operating in the District of Viana do Castelo, in Northwest Portugal. Participants were selected through a convenience sampling method after being initially identified as licensed by Turismo de Portugal at the National Register of Tourism leisure-related Agents, offering cultural experiences and online presence. The interviews were transcribed and analysed manually, based on a systematic analysis matrix. The research shows that digital technologies are not used very often by companies and that the ones they use are mostly related to promotional activities (Social Media and Websites). Nevertheless, disadvantages and barriers to its use are also acknowledged. Finally, practical and theoretical implications are highlighted, along with suggestions for further future research.