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A concorrência tem estimulado Instituições de Ensino Superior (IES) a perceberem o estudante como um consumidor. Em Portugal, contrariamente à crescente procura por formações superiores, percebem-se vagas ociosas em mestrados ofertados por Institutos Politécnicos (IP) localizados em territórios de baixa densidade. O objetivo deste estudo é identificar os principais fatores de influência no processo de tomada de decisão da IES para ingressar num mestrado, em função da intenção e perceção dos estudantes do último ano das licenciaturas em Marketing e Comunicação. Por um método quantitativo, os dados foram coletados a partir de questionários orientados por 27 influências identificadas na literatura. A partir de medidas de tendência e de análise fatorial exploratória, foi possível compreender o perfil, as principais influências e as intenções futuras desses estudantes. Os resultados indicam o interesse em ingressar num mestrado, o apreço por IES de boa reputação e a consideração por mestrados com melhores saídas profissionais. O estudo revelou significância moderada para a localização da IES e desinteresse em permanecer na mesma instituição da licenciatura. Este estudo fornece orientações e discute, sob a ótica do marketing e da comunicação, futuras estratégias a fim de elevar a atratividade e os índices dos mestrados ofertados por esta IES e outras em contextos similares. info:eu-repo/semantics/publishedVersion

A relação dos indicadores com o respectivo construto pode ser de causa ou efeito. Considera-se que o construto pode ser formativo ou reflexivo, dependendo da análise teórica que antecede a análise estatística dos dados. E esta relação tem implicações para a definição do modelo estrutural. Neste sentido, apresenta-se um processo de validação teórico para o modelo estrutural, aplicado ao comportamento do aleitamento materno no âmbito do marketing social, tendo sido considerado os seguintes pressupostos: i) a intenção precede o comportamento voluntário; ii) a intenção é cognitiva; iii) a intenção é influenciada por vários fatores, e por esta razão, foi previamente avaliada por diferentes modelos, dependendo do contexto. Ressalta-se a dificuldade de encontrar um único modelo para ser aplicado a todos os comportamentos. info:eu-repo/semantics/acceptedVersion

There are territories where the ability of territorial competitiveness can be conditioned by the availability of resources, access, and capacity to attract and retain tourists. The barrier of competitiveness of territories, especially desertified territories with scarce resources, can be overcome through the involvement of all and the integration of stakeholders in a collaborative network. In this sense, with the aim of structuring the offer of tourist routes and itineraries according to the needs of the demand, based on the available resources, it is proposed to structure three models of itineraries according to demand, which can be stated as follows: i) have a reduced cost through a standardized itinerary; ii) be directed towards a group of customers through a segmented itinerary; or iii) make the offer as flexible as possible to meet the specific needs, desires or expectations of a tourist, through a customized itinerary. This paper uses action research to contribute to the improvement of the functioning of routes and itineraries in low-density territories. info:eu-repo/semantics/draft

Diagnosis and treatment options/strategies for helminth parasitic diseases are not standardized globally, or even across Europe, due to factors such as epidemiology, resources availability, socio-economics, and the lack of adequate information. Good communication of options can help to overcome some of these problems. In this sense, it is proposed to develop a mobile application (Abozeid et al., 2021) that allows the tailoring, and sharing, of knowledge (Abu-El-Noor et al., 2021; Kunkel et al., 2021) related to the various diagnoses and treatments in a format appropriate for all stakeholders (e.g. farmers, veterinarians, universities, researchers, laboratories, industries). The proposal aims to present the theoretical functionalities for the creation of a mobile application (Muashekele et al., 2021), the application should have a sequence of options that must be grounded in theoretical requirements. First of all, there is a necessity to have inputs standardized by the application (e.g. country/region, applicable legislation, animal typology, disease characteristics, symptoms) that should be entered into the application. The aim is to provide a range of tailored options to the end-user. Second, given the user's choices, the application can offer information and guidelines (including veterinarians available, laboratories, diagnosis, treatments, stores, among others). It is highlighted that the main gain may be the collection of information, whenever the user allows it. Finally, considering that most farmers use the language of their country, it is crucial to have the application in different European languages. info:eu-repo/semantics/publishedVersion

The Herfindahl-Hirschman Index (HHI) was used in order to understand the tourism competitiveness of the different sub-regions that make up the North Region of Portugal. This index is a measure which helps to analyse market concentration and at the same time determines the competitiveness of the market. Uniag, IPB, IPP, IPVC, Porto e Norte, FCT, Compete 2020, Portugal 2020, União Europeia info:eu-repo/semantics/publishedVersion

The Herfindahl-Hirschman Index (HHI) was used in order to understand the tourism competitiveness of the different sub-regions that make up the North Region of Portugal. This index is a measure which helps to analyse market concentration and at the same time determines the competitiveness of the market. Project “TURNOUT: Desenvolvimento do Turismo Outdoor da Região Norte de Portugal”, with the reference POCI-01-0145-FEDER-032289 and funded by the European Regional Development Fund (FEDER). This work is, also, funded by National Funds through the Foundation for Science and Technology under the project UIDB/04752/2020. info:eu-repo/semantics/publishedVersion

The pandemic crisis has changed economic and social behaviors. Companies are trying to redesign their products in order to identify new segments of the market. So, the research raises the present question: is it possible to react to market dynamics with the same speed, intensity, and frequency as they occur? Aiming to understand this process, the objective of this investigation is to explore best practices developed during the pandemic crisis. RESEARCH METHODS The factors related to the identification of new niche markets (OECD, 2018) had to be restructured, Marketing innovation involves design changes (new concepts) and supply changes (regarding distribution, pricing policy, promotion, or communication) of the product (Purchase & Volery, 2020) using techniques to influence the overall results (Cuevas-Vargas et al., 2020). Digital channels can offer different alternatives and add value (Tang et al., 2021). Through marketing innovation, it is possible to transform a crisis momentum into an opportunity. The case study is a qualitative strategy that allows delving deeper knowledge into the phenomenon, in a real-life context (Stake, 1995; Yin, 1989; 2003). In this sense, it can be used when the objective is to better understand the phenomenon understudied of pandemic context (Kotlar & De Massis, 2013; De Massis & Kotlar, 2014). The method considered appropriate is qualitative research through individual in-depth interview, oriented by a semi-structured guide with twelve open questions in relation to three theoretical dimensions: Product Concept, Decreased Social Contact and Marketing Innovation. A face-to-face business corporation of event management was identified. An interpretative analysis of the data collected in the interview was developed according to these theoretical dimensions. The interview was conducted online, via the Zoom platform, on the twenty-eighth of January, two thousand twenty-one, and lasted approximately one hour and fifteen minutes, recorded on video and served as the basis for the transcribed information. Data also were collected by informal interactions, and analyzed through an interpretative process associated with the categorization according to the variables: Product Concept, Decreased Social Contact, and Marketing Innovation. RESULTS AND DISCUSSION The development of the new product concept (D'Attoma & Ieva, 2020) adapted to the new reality of limited social contact, integrating online and hybrid events, result in a business "opportunity" to be explored, even after the pandemic crisis. The findings result point out a few new competencies regarding the digital and virtual environment, as well as the willingness to learn these new skills. The main contribution to the knowledge is identifying optional units or skills to be implemented by higher education institutions regarding tourism courses and similars. IMPLICATIONS Integration practice and academic fields seem necessary to meet the challenges of the dynamic market, in order to develop future generations of professionals with suitable skills and competencies. Sharing the best practices contributes to the debate of which competencies are necessary to be developed on students in order to be employed in the following years. This process can be used for teaching and training new generations. Training and flexibility are important to the development of capabilities that support future professionals through learning. The significance of these results is associated with the size of an unprecedented crisis for the present generations, as well as the difficulty of managing those implications. Then, it is suggested that future research could identify the main competence and measure it. It is important to understand which competencies and skills should be initially developed. Digital channels can offer new concepts and, at the same time, add value. And marketing innovations help to transform a crisis into an opportunity. info:eu-repo/semantics/publishedVersion

Nowadays, the tourism sector presents many opportunities and challenges. Outdoor Tourism (OT), due to the unusual situation experienced by the pandemic caused by COVID-19, maybe one of the main opportunities to promote the local development of tourist destinations. Most of the literature developed in this context has focused the demand side. Therefore, the investigation intended to fill this gap, considering the perspective of the supply side, taking into account a vision of sustainable development. To meet this gap, the main objective is to contribute to the characterization of Outdoor Tourism (OT) in the North of Portugal, and understand the potential of OT in the perspective of supply., thirty-eight tourist entertainment companies (TEC) were interviewed to assess supply and perceived customers’ motivations. Of the seven Nomenclature of Territorial Units for Statistical Purposes (NUTS), the Northern region was considered to be an area with enormous potential for Nature-related tourist). For the supply side, seasonality and climate were identified as important factors supporting environment preservation. Radical experiences, adventure and getting out of the routine were identified as motivating demand factors, as well as the contact with Nature and the landscape. We have also observed that if we consider the stimulation of the local economy by OT, there is still a lot to do. The evidence pointed to some social imbalance, namely related to employability. Employees were hired according to the evolution of demand, which favours unemployment and social instability. Also, the tourists/costumers are the main channels of communication of the activities; the word-ofmouth (WOM) of costumers’ experiences, personally or through online social media, takes on a prominent role. In this sense, tourists’ online reviews, testimonies, and word-of-mouth can be optimized through social networks and digital marketing. Finally, to evaluate the region's potential for the OT, the interviewees suggested integrating the players involved with the OT into a single network, supporting the activities and promoting the region. The authors would like to thanks the Project “TURNOUT: Desenvolvimento do Turismo Outdoor da Região Norte de Portugal”, with the reference POCI-01-0145-FEDER-032289, and funded by the European Regional Development Fund (FEDER) (through the Operational Programme ‘Innovation and competitiveness’) and by the Portuguese Foundation for the Development of Science (FCT), of the Ministry of Science, Technology and Higher Education. This work is, also, funded by National Funds through the Foundation for Science and Technology under the project UIDB/04752/2020 info:eu-repo/semantics/publishedVersion

To mitigate emerging anthelmintic resistance in cattle, sustainable worm control strategies should be adopted, such as the use of diagnostic methods to take informed treatment decisions. To understand the factors affecting European farmers’ intention to adopt diagnostic methods and to gauge for differences between European regions, a theoretical framework, based on theories in the field of behavioural psychology and health psychology, was validated through a questionnaire survey, carried out in dairy farms in 6 European countries. Despite insufficient data from 2 countries and several confounders prohibiting statistical comparisons between countries, three models were developed, which allowed to describe general trends and differences between regions. Data from Northern-(Norway) and Central-Europe (Austria and Germany) resulted in two similar models, which differed in 3 questions. Southern Europe’s (Italy) data were more difficult to align with the conceptual model and several factors were deleted to fit the model. In all models, subjective norms, affected by a bandwagon bias, had the largest influence on farmers’ adoption intention. Perception of anthelmintic resistance had no effect on adoption intention for Northern and Central, but to some extent for Southern Europe. In Northern and Central Europe, attitude towards anthelmintics had a negative effect on adoption intention, while attitude towards diagnostics had a positive effect. Both types of attitudes were affected by the default bias. Finally, by combining self-reported practices for Northern and Central Europe, a larger effect of descriptive norms on farmers’ actual adoption of diagnostics was observed, compared to adoption intention and the default bias. COST EU info:eu-repo/semantics/publishedVersion