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Exploring the Consumer Profile of the Museum of Futebol Clube do Porto Through Online Reviews

2024; IGI Global; Linguagem: Inglês

10.4018/979-8-3693-3310-5.ch004

2327-5529

Raquel Alexandra Carvalho Martins, Célia M. Q. Ramos,

Media, Gender, and Advertising

For effective strategic planning and focused marketing campaigns, it is essential to understand the museum's target audience and how cultural tourism can influence sports tourism. The study aims to investigate the satisfaction and experience of international visitors to the Museum of Futebol Clube do Porto and their profiles. The TripAdvisor reviews were considered to gather information on the Museum of Futebol Clube do Porto's target audience using a business intelligence tool to process, analyze, and draw conclusions from the data. Insights regarding the geographic and gender distribution of reviewers and their overall evaluations of the museum were discovered by analysing TripAdvisor reviews.