Golf destinations' brand personality: the case of the Algarve

The purpose of this research is to develop and validate a measurement scale to assess golf destinations’ brand personality and therefore to perceive the destination personality of the Algarve as a golf destination. Based on literature review on human personality, brand personality, destination brand image and marketing scales validation procedures, an initial 36 unrepeated items were the base for a survey instrument. Those items were generated from the literature, from the results of individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf- related websites. After content validation, the items were allocated into categories of attributes by a panel of expert judges. A survey was then applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the components of the relational brand personality (functional, symbolic and experiential) as well as the Algarve as a golf destination. A taxonomy of brand personality was developed and tested in the Algarve as it is recognized as one of the world best golf destination. The developed taxonomy of brand personality was assessed in two ways: 1) through the overall perception of the Algarve as a golf destination and 2) through the perception of specific attributes of the destination grouped into three main categories (functional, symbolic and experiential). Therefore, two multi-dimensional brand personality models were estimated by using structural equation modelling. Findings of this study indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists assess the components of the relational brand personality. Refined scales consisting of 10 and 12 items were finally derived meeting both reliability and validity requirements. This study does not replicate Aaker’s (1997) personality dimensions and very little parallelism can be drawn with Aaker’s (1997) brand personality scale since only three items from her scale were validated in both models: friendly and cheerful, (sincerity), reliable (competence). The same is verified concerning the ‘Big-five’. The human personality traits (HPT) validated to describe golf destinations personality are only four helpful, pleasant (agreeableness), relaxed (emotional stability), and innovative (intellect or openness). As far as destination image descriptors (DID) are concerned, the items appealing, relaxed and safe were validated, while traits suggested by the interviews and website promotional texts such as calm, natural, spectacular, unique, welcoming, and the best (destination-specific traits) appear to be appropriate to describe the personality of a golf destination. The results suggest that the overall perception of the Algarve´s brand personality is described by the dimensions enjoyableness, distinctiveness and friendliness. Moreover, the relational perspective revealed that the functional attributes of the destination are described by the dimension reliablility, while the symbolic attributes are described by the dimensions hospitablility and uniqueness and finally its experiential attributes are described by the dimension attractiveness. These results show that a golf destination´s brand personality should not just be based on good golf practices. Theoretical and practical implications are discussed in the context of destination brand personality.

Big data warehouse framework for smart revenue management

Revenue Management’s most cited definitions is probably “to sell the right accommodation to the right customer, at the right time and the right price, with optimal satisfaction for customers and hoteliers”. Smart Revenue Management (SRM) is a project, which aims the development of smart automatic techniques for an efficient optimization of occupancy and rates of hotel accommodations, commonly referred to, as revenue management. One of the objectives of this project is to demonstrate that the collection of Big Data, followed by an appropriate assembly of functionalities, will make possible to generate a Data Warehouse necessary to produce high quality business intelligence and analytics. This will be achieved through the collection of data extracted from a variety of sources, including from the web. This paper proposes a three stage framework to develop the Big Data Warehouse for the SRM. Namely, the compilation of all available information, in the present case, it was focus only the extraction of information from the web by a web crawler – raw data. The storing of that raw data in a primary NoSQL database, and from that data the conception of a set of functionalities, rules, principles and semantics to select, combine and store in a secondary relational database the meaningful information for the Revenue Management (Big Data Warehouse). The last stage will be the principal focus of the paper. In this context, clues will also be giving how to compile information for Business Intelligence. All these functionalities contribute to a holistic framework that, in the future, will make it possible to anticipate customers and competitor’s behavior, fundamental elements to fulfill the Revenue Management

Estimating fuzzy membership functions parameters by the levenberg-marquardt algorithm

In previous papers from the authors fuzzy model identification methods were discussed. The bacterial algorithm for extracting fuzzy rule base from a training set was presented. The Levenberg-Marquardt algorithm was also proposed for determining membership functions in fuzzy systems. In this paper the Levenberg-Marquardt technique is improved to optimise the membership functions in the fuzzy rules without Ruspini-partition. The class of membership functions investigated is the trapezoidal one as it is general enough and widely used. The method can be easily extended to arbitrary piecewise linear functions as well.

Sediment dynamics and tidal inlet relocation in mixed-energy settings: the case of Ancão inlet (Algarve - Portugal)

Tese de dout., Ciências do Mar, Faculdade de Ciências do Mar e do Ambiente, Univ. do Algarve, 2003

Chromatographic analysis and comparison of chemical composition of the samples between olive oils in Europe and some chinese oils

Dissertação de mest., Qualidade em Análises, Faculdade de Ciências e Tecnologia, Univ. do Algarve, 2013

Entomofauna associated with the olive tree in southern Portugal

Since 2004 several studies have been carried out in order to identify the main insect species that usually inhabiting the olive ecosystem. The field trials have taken place in two olive groves, one situated in Olhão and the other one in Loulé, both in Algarve and also under Integrated Pest Management (IPM). The sampling techniques used differ according to their purpose (sticky traps, pheromone traps, pitfall traps and samples of aerial parts of the trees such as inflorescences, leaves, fruits and branches). Results showed that the main insect pests of olive tree in southern Portugal were the olive fruit fly Bactrocera oleae Gmelin (Diptera: Tephritidae) and the olive moth Prays oleae Bernard (Lepidoptera: Hyponeumetidae). Other insect pests were also found in our olive groves namely the olive psyllid Euphyllura olivina Costa (Homoptera: Psyllidae), the olive dark beetle Phloeotribus scarabaeoides Bernard (Coleoptera: Curculionidae), the mediterranean black scale Saissetia oleae (Olivier) (Homoptera: Coccidae) and the olive thrip Liothripes oleae Costa (Thysanoptera: Phlaeothripidae). Concerning the auxiliary insects that were found in our olives groves they belong to the following orders and families: Diptera (Syrphidae), Coleoptera (Carabidae, Coccinelidae and Staphylinidae), Hemiptera (Anthocoridae and Miridae), Neuroptera (Chrysopidae) and Hymenoptera (Braconidae, Encyrtidae, Eulophidae, Formicidae and Trichogrammatidae).

O grande carnaval, visão do jornalismo por Billy Wilder

Ace in the hole /The big Carnival (O Grande Carnaval 1951) foi o primeiro fracasso comercial da carreira de Billy Wilder. A crítica e o público da altura não se encantaram com a história sórdida protagonizada por um jornalista corrupto e imoral. O realizador austríaco tinha no currículo dois filmes premiados com Óscares, The lost weekend (Farrapo Humano 1945) e Sunset Boulevard (Crepúsculo dos Deuses 1950). Arriscou em terreno inexplorado ao invés de procurar a segurança em guiões menos complexos. A questão levanta-se: qual o motivo que levou Billy Wilder a dirigir uma obra inspirada num acontecimento mediático real (o caso Floyd Collins) e dessa forma expôr o que há de pior no jornalismo: o sensacionalismo, o excesso, a manipulação da verdade, a ausência de ética, a sede de lucro? O trabalho a que me propus tenta encontrar uma resposta através da análise do filme, à luz da vida e do cinema de Billy Wilder. Pretendo contar, nas páginas que se seguem, de que forma o cineasta adaptou à tela um caso verídico e qual a visão que deixou às gerações vindouras do jornalismo popular.