Sonia Fernanda Moreira Nogueira

@upt.pt

Auxiliar Professor - Economics and Management Department
Portucalense University

Sonia Fernanda Moreira Nogueira


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https://researchid.co/snogueira
Sónia Nogueira has a PhD in marketing and strategy, a master's in business management with a specialization in marketing, and tourism marketing. With more than 15 years of practical experience in marketing and tourism marketing for companies as a marketing CEO, customer care centers, and quality management director for 10 years in the automotive sector. CEO and founder of a Tourism and cultural marketing events company in northern Portugal, with ESG certification. Development of teaching activities for over ten years in marketing, strategy, tourism marketing, and brand communication in several public and private high school institutions such as Lusófona University, ISCAP, Minho University, and Portucalense University. Currently, works as a lecturer at Minho University and Portucalense University and coordinates the Marketing Degree, collaborating also with international research programs with several international schools. With filiation in REMIT (an investigation center from the Unive

EDUCATION

PhD in Marketing and Strategy
Master Degree in Management
Degree in Management

RESEARCH, TEACHING, or OTHER INTERESTS

Marketing, Tourism, Leisure and Hospitality Management, Strategy and Management
29

Scopus Publications

893

Scholar Citations

10

Scholar h-index

11

Scholar i10-index

Scopus Publications

  • Social Media Marketing Management—The Importance of Planning and Adopting Good Practices for Brand Success: Small and Medium Companies Perspective in the Portuguese Market
    Diogo Silva, Sílvia Faria, Sónia Nogueira, Bruno Sousa
    Smart Innovation Systems and Technologies, 2026
  • Shaping emerging marketing trends: the role of academia–business collaboration, marketing orientation and digital transformation adoption
    Carla Viana, Sílvia Faria, Sónia Nogueira, Orlando Lima Rua
    Management Research, 2026
    Purpose This study aims to analyse the role of academia-business collaboration and marketing orientation in digital transformation in the context of emerging trends in marketing. Design/methodology/approach The Delphi method was used, involving a panel of 45 experts in marketing, academia-business collaborations and digital transformation, consulted in successive rounds to achieve consensus on theoretical propositions derived from the literature. Findings The findings confirm the initial propositions and reveal a set of emerging marketing trends that are driven by the adoption of digital technologies. Areas such as artificial intelligence, personalisation, automation and digital ethics are among the trends identified by experts. It was found that the collaboration between academia and companies improves the marketing orientation in business organisations and can facilitate the adoption of digital transformation. However, this effect depends on organisational factors. Research limitations/implications Although based on a qualified and contextually relevant panel, the qualitative nature of the study can limit the generalisability of its findings. Future research should test these results through a quantitative study. Practical implications The results provide an orientation for companies to build partnerships with academia to stimulate innovation and strengthen market competitiveness. Originality/value The study fills a gap by providing empirical evidence on the relationship between academia-business collaboration, marketing orientation and digital transformation adoption.
  • Digital communication strategies for sustainable textile brands: A case study
    César Pinto, Sónia Nogueira, Sílvia M. P. S. Faria, Bruno Barbosa Sousa
    Fostering Economic Diversification and Sustainable Business Through Digital Intelligence, 2025
    Digital marketing is fundamental for boosting sales and enhancing companies' visibility in the current business land. This scenario holds particular relevance when many brands embrace sustainability as a cornerstone of their operations. The objective of this chapter will be to analyze the branding and communication digital strategies adopted by textile companies.Digital platforms allow brands to share their initiatives and progress transparently and engagingly. Online marketing strategies, such as educational content about sustainability, can help raise consumer awareness and create a strong connection between the brand and its audience. Consequently, integrating sustainability into digital marketing strategies adds value to the brand and strengthens the relationship with consumers increasingly committed to a conscious and environmentally responsible lifestyle. This chapter presents insights for marketing and communication in fashion management contexts. At the end, the limitations of the study and lines of future research will be presented.
  • Assessing an Eco-Destination Management Structure: A Case Study
    João Carvalho, Sónia Nogueira, Luís Pacheco
    Proceedings of the International Conference on Tourism Research, 2025
    Ecotourism is very important in contributing to the development of a healthier way to do tourism and, at the same time, to the wealth of a territory. This study aims to assess a relevant case study – Peneda-Gerês National Park (PGNP), in Portugal, applying a new model approach to managing eco-destinations. The results show that all aspects predicted by the ATOS (Aims, Tools, Operational domains, and Stakeholders) model are present in PGNP management except for one: promoting cultural exchange and understanding. This empirical substantiation of the proposed model analysis opens the possibility of influencing ecotourism management practice, helping to perform private and public audits of eco-destinations in any part of the world. Moreover, it contributes to framing the development of new sustainable eco-activities and eco-destinations.
  • The Impact of Cultural Events on the Identity, Sustainability, and Image of Territories: The Case of MDOC – Melgaço International Documentary Film Festival
    Clara Vasconcelos, Bruno Barbosa Sousa, Sónia Nogueira
    Future of Events Trends Technologies and Stakeholder Engagement, 2025
    In an increasingly competitive global landscape, territories must differentiate themselves to remain relevant. Culture and cultural events play a vital role in this process by promoting identity, enhancing territorial image, and fostering 78sustainable development. This study examines the impact of cultural events on identity, sustainability, and image through the case of MDOC – Melgaço International Documentary Festival – in northern Portugal. Using qualitative methods, including documentary analysis, direct observation, and semi-structured interviews, the research explores the festival’s connection to Melgaço, its cultural infrastructure (notably the Jean-Loup Passek Museum of Cinema), and its role in shaping a new cultural brand for the municipality. Findings reveal that MDOC, while international in scope, is deeply rooted in its local context, establishing a strong bond with the territory. The festival brings global cinema to Melgaço while engaging the local community, valuing its heritage, and preserving collective memory. Its adaptability and commitment to place contribute to reinforcing Melgaço’s cultural identity and visibility. Ultimately, the MDOC serves as a model for how cultural events can generate meaningful, place-based impacts, supporting both local pride and global cultural exchange, and positioning the territory as unique and sustainable in the cultural tourism landscape.
  • Religious Tourism Events and Insights for AI on International Volunteering: The Case Study of Braga's Holy Week (Portugal)
    Filipa Barroso, Bruno Barbosa Sousa, Laurentina Vareiro, Sónia Nogueira
    Impacts of AI on International Volunteering, 2025
    The tourism sector makes a significant contribution to the development of the territory. Due to the strong set of religious structures and traditions, the north of Portugal is a region where religious tourism has a significant impact, serving as an economic engine for the region and generating a dynamic in the local economies. Holy Week in the city of Braga is one of the most outstanding examples of this, constituting a unique tourist attraction that enhances the municipality's promotion. A qualitative research study was conducted through three interviews with various institutional agents. The analysis of the collected information enabled us to gain detailed insights, thereby enhancing our understanding of Holy Week event organization and its tourist profile. From an interdisciplinary perspective, this chapter presents some insights into religious tourism, religious events but also envisages the relationship that artificial intelligence could play in international volunteering.
  • Digital Transformation, E-Commerce, and Branding—A Qualitative Study on the Unique Relationship Between Brand Equity and Consumer Engagement in the Portuguese Fashion Market
    C. A. Pinto, S. F. Nogueira, S. Faria, B. B. Sousa
    Smart Innovation Systems and Technologies, 2025
    The fashion industry is at a crossroads, with the rise of E-Commerce and the increasing consumer demand for sustainability reshaping the market. As digital technologies evolve, a brand that fails to monitor market tendencies and adapt to the online market’s growing acceptance and use may risk losing competitiveness. The problem is no longer how companies engage with consumers; it is also related to their capacity to accept the importance of brand equity. The value of a brand increasingly depends on its ability to act transparently, and sustainability is nowadays a key factor that impacts brand perception, especially among young individuals. This study, which analyzes the relationship between branding, sustainability, and digital transformation in the Portuguese fashion market, strongly emphasizes the crucial role of consumer engagement. It examines how managers know consumers’ expectations of ethical practices and which good practices are being adopted to reshape the textile industry’s future.
  • Strategic Management Structure of an Eco-Destination
    João M. S. Carvalho, Makhabbat Ramazanova, Luís Pacheco, Marília Durão, Sónia Nogueira
    Smart Innovation Systems and Technologies, 2025
  • Impactful Creativity: The Role of Entrepreneurship Education in Driving Sustainable Development in the Cultural and Creative Industries
    Marília Durão, Emília Simão, Medéia Veríssimo, Sónia Nogueira, Sandra Fernandes
    Advances in Science Technology and Innovation, 2025
  • The hidden reasons behind generation Z's green choices
    João M. Lopes, Sofia Gomes, Nathalia Suchek, Sónia Nogueira
    Discover Sustainability, 2024
    The green purchasing decision has become an increasing research focus, reflecting consumers' growing commitment to sustainability. Generation Z consumers are recognised for their greater environmental and social awareness than other generations. Although their inclination towards sustainability issues is well known, few studies are dedicated to the green purchasing behaviour of the individuals of this generation. Therefore, the primary purpose of this study is to explore and analyse the antecedents of Generation Z's green purchasing decision in Portugal. Thus, based on a sample of young Portuguese Generation Z and using the Partial Least Squares method, this study tested hypotheses concerning five antecedents of the green purchasing decision. Although unbalanced, the study results reveal that all the factors analysed are antecedents of the green purchasing decision. First, green willing purchase and environmental concern stand out as main antecedents. Next, factors related to perceived quality and benefits take the lead. The least essential antecedent concerns the predisposition to a change in purchase behaviour if the product's price is the same or lower than the standard product. This study contributes to under-explored literature on green consumption behaviour, especially among young people. In addition, it contributes to the development of knowledge about the antecedents of Generation Z's green purchasing decision in Portugal.
  • Experiential Marketing and Purchase Intention of Ecotourism Experiences: Z-Generation Case
    Sónia Nogueira, Marília Durão, Luís Pacheco, Makhabbat Ramazanova, João Carvalho
    Proceedings of the International Conference on Tourism Research, 2024
  • The Importance of Technology and Digital Media to Promote Tourism Destinations: A Conceptual Review
    Sónia Nogueira, Joana Carvalho
    Smart Innovation Systems and Technologies, 2024
  • Unlocking the dichotomy of place identity/place image and its impact on place satisfaction for ecotourism destinations
    Sónia Nogueira, João M. S. Carvalho
    Journal of Ecotourism, 2024
  • Impact of documentaries on the identity and sustainability of territories-exploratory study by MDOC Melgaço International Documentary Festival
    Risti Revista Iberica De Sistemas E Tecnologias De Informacao, 2024
  • The Perception of Tourists Regarding the Importance of Influencers in Shaping the Image of a Tourist Destination: The Case of Melgaço (Portugal)
    Gysele Xavier, Sónia Nogueira, Laurentina Vareiro
    Smart Innovation Systems and Technologies, 2024
  • How do guests evaluate eco-certified hotels? An analysis of guests’ reviews of Portuguese hotels
    Luís Pacheco, Makhabbat Ramazanova, João M. S. Carvalho, Sónia Nogueira, Marília Durão
    Tourism and Hospitality Research, 2024
  • Willingness to pay more for green products: A critical challenge for Gen Z
    Sofia Gomes, João M. Lopes, Sónia Nogueira
    Journal of Cleaner Production, 2023
  • A configurational approach to understanding trust in rural tourism accommodation during the COVID-19 pandemic crisis
    José Carlos Pinho, Sónia Nogueira, Isabel Macedo
    Consumer Behavior in Tourism and Hospitality, 2023
  • Inclusivity and corporate social responsibility in marketing
    João M. S. Carvalho, Sónia Nogueira, Nayra Martins
    Innovative Marketing, 2023
  • Game theory and governance of protected areas–Peneda-Gerês National Park
    Sónia Nogueira, Shital Jayantilal, Sílvia Ferreira Jorge, Diogo Lourenço
    Cogent Business and Management, 2023
  • Entrepreneurship Learning: Applying a Revised Experiential Learning Model to Cultural and Creative Industries
    Marilia Durão, Sónia Nogueira, Sandra Fernandes, Augusto Neves
    Smart Innovation Systems and Technologies, 2023
  • Challenges on Digital Destination Campaigns in Tourism During Covid19 Pandemic Crisis – The Case of Portugal National Tourism Authority
    Sónia Nogueira
    Lecture Notes in Networks and Systems, 2022
  • The Application of a Generational Approach to the Marketing Management of Gerês-Xurés Cross-Border Park (Portugal and Spain)
    Sónia Nogueira, Maria Emília Luís
    Smart Innovation Systems and Technologies, 2022
  • The Importance of Opinion Leaders and Social Networking on Destination Brand Development—The Case Study of Discover Melgaço Brand
    Sónia Nogueira, Gysele Xavier, Laurentina Vareiro
    Smart Innovation Systems and Technologies, 2022
  • Governance Issues in Protected Areas: The Case of Peneda-Gerês National Park
    Proceedings of the International Conference on Tourism Research, 2022
  • Semiotics and e-branding in tourism communication: Study of the covers of digital magazines in the pandemic period COVID-19
    Risti Revista Iberica De Sistemas E Tecnologias De Informacao, 2020
  • The peneda-gerĕs national park visitors’ profile and travel motivations: Implications for relationship marketing
    National Parks Biodiversity Management and Environmental Issues, 2016
  • Stakeholder Network Integrated Analysis: The Specific Case of Rural Tourism in the Portuguese Peneda-Gerês National Park
    Sónia Nogueira, José Carlos Pinho
    International Journal of Tourism Research, 2015
  • Examining tourism stakeholder networks and relationship quality: The specific case of peneda gerês national park (PNPG)
    Revista Portuguesa De Estudos Regionais, 2014

RECENT SCHOLAR PUBLICATIONS

  • The Impact of Cultural Events on the Identity, Sustainability, and Image of Territories: The Case of MDOC–Melgaço International Documentary Film Festival
    C VASCONCELOS, BB SOUSA, S NOGUEIRA
    The Future of Events: Trends, Technologies, and Stakeholder Engagement , 2026
    2026
  • Shaping emerging marketing trends: the role of academia–business collaboration, marketing orientation and digital transformation adoption
    C Viana, S Faria, S Nogueira, O Lima Rua
    Management Research: Journal of the Iberoamerican Academy of Management, 1-20 , 2026
    2026
  • Religious Tourism Events and Insights for AI on International Volunteering: The Case Study of Braga's Holy Week (Portugal)
    F Barroso, BB Sousa, L Vareiro, S Nogueira
    Impacts of AI on International Volunteering - IGI Global Scientific … , 2026
    2026
  • Social Media Marketing Management—The Importance of Planning and Adopting Good Practices for Brand Success: Small and Medium Companies Perspective in the Portuguese Market
    D Silva, S Faria, S Nogueira, B Sousa
    International Conference on Marketing and Technologies, 391-407 , 2025
    2025
  • Strategic Management Structure of an eco-destination
    S João, M. S., Ramazanova, M., Pacheco, L., Durão, M., Nogueira
    Advances in Tourism, Technology and Systems: Selected Papers from ICOTTS … , 2025
    2025
  • Assessing an Eco-Destination Management Structure: A Case Study
    J Carvalho, S Nogueira, L Pacheco
    International Conference on Tourism Research 8 (1), 21-29 , 2025
    2025
    Citations: 1
  • Digital literacy as a key factor in marketing education and business-academy relationship: A digital transformation approach
    OL Viana, C., Faria, S., Nogueira, S., & Rua
    5th International Conference in Information Technology & Education, , 2025
    2025
  • Sustainability Dimensions, Inclusive Marketing, and the Tetrad-Value Theory: The Generation Z Perceptions
    S Carvalho, J. M. S., Nogueira
    In B. Masiello, F. Izzo, & E. Bonetti (Eds.), Inclusive Marketing and Social … , 2025
    2025
  • Emerging Trends in eco-cultural tourism: a bibliometric analysis of 25 years of research [abstract]
    M Duraão, M Ramazanova, S Nogueira, C J. S., L Pacheco
    Book of Abstracts, Porto, 33-36 , 2025
    2025
  • Digital Communication Strategies for Sustainable Textile Brands: A Case Study
    C Pinto, S Nogueira, SMPS Faria, BB Sousa
    Fostering Economic Diversification and Sustainable Business Through Digital … , 2025
    2025
    Citations: 1
  • About the Proceedings of the 8th International Conference on Tourism Research viii Preface xi Biographies of Chairs and Keynote Speakers xii Review Committee xiv
    MG Blanza, J Carvalho, S Nogueira, L Pacheco, C Silva, E Castro-Neves, ...
    International Conference on Tourism Research 8 (1) , 2025
    2025
  • The hidden reasons behind generation Z's green choices
    JM Lopes, S Gomes, N Suchek, S Nogueira
    Discover Sustainability 5 (1), 520 , 2024
    2024
    Citations: 48
  • Digital Transformation, E-Commerce, and Branding—A Qualitative Study on the Unique Relationship Between Brand Equity and Consumer Engagement in the Portuguese Fashion Market
    CA Pinto, SF Nogueira, S Faria, BB Sousa
    International Conference on Marketing and Technologies, 865-876 , 2024
    2024
    Citations: 1
  • Mapping entrepreneurial competences for the cultural and creative industries: An application of the European entrepreneurship competence framework to course design
    M Durão, S Fernandes, S Nogueira, A Neves
    Entrepreneurship-Digital Transformation, Education, Opportunities and Challenges , 2024
    2024
    Citations: 2
  • THE ROLE OF MARKETING IN THE MANAGEMENT OF HEALTH SERVICES: THE CASE OF THE MADALENA CLINIC GROUP.
    A Morão, C Brito, S Nogueira, R Dias, R Galvão
    Environmental & Social Management Journal/Revista de Gestão Social e … , 2024
    2024
  • Impacto da realização de documentários na identidade e sustentabilidade dos territórios-estudo exploratório do MDOC Festival Internacional de Documentário de Melgaço
    S Nogueira, C Vasconcelos, B Sousa
    Revista Ibérica de Sistemas e Tecnologias de Informação, 137-152 , 2024
    2024
  • Experiential Marketing and Purchase Intention of Ecotourism Experiences: Z-Generation Case
    S Nogueira, M Durão, L Pacheco, M Ramazanova, J Carvalho
    7th International Conference on Tourism Research: ICTR , 2024
    2024
    Citations: 10
  • Case of Melgaço (Portugal)
    G Xavier, S Nogueira, L Vareiro
    Advances in Tourism, Technology and Systems: Selected Papers from ICOTTS … , 2024
    2024
  • Unlocking the dichotomy of place identity/place image and its impact on place satisfaction for ecotourism destinations
    S Nogueira, JMS Carvalho
    Journal of Ecotourism 23 (1), 1-19 , 2024
    2024
    Citations: 41
  • How do guests evaluate eco-certified hotels? An analysis of guests’ reviews of Portuguese hotels
    L Pacheco, M Ramazanova, JMS Carvalho, S Nogueira, M Durão
    Tourism and Hospitality Research, 14673584241264776 , 2024
    2024
    Citations: 9

MOST CITED SCHOLAR PUBLICATIONS

  • Willingness to pay more for green products: A critical challenge for Gen Z
    S Gomes, JM Lopes, S Nogueira
    Journal of Cleaner Production 390, 136092 , 2023
    2023
    Citations: 575
  • Stakeholder network integrated analysis: The specific case of rural tourism in the Portuguese Peneda‐Gerês National Park
    S Nogueira, JC Pinho
    International Journal of Tourism Research 17 (4), 325-336 , 2015
    2015
    Citations: 80
  • The hidden reasons behind generation Z's green choices
    JM Lopes, S Gomes, N Suchek, S Nogueira
    Discover Sustainability 5 (1), 520 , 2024
    2024
    Citations: 48
  • Unlocking the dichotomy of place identity/place image and its impact on place satisfaction for ecotourism destinations
    S Nogueira, JMS Carvalho
    Journal of Ecotourism 23 (1), 1-19 , 2024
    2024
    Citations: 41
  • The importance of a green marketing strategy in brand communication - M. Coutinho Multi-brand car dealer case in Northern Portugal
    S Nogueira
    Proceedings of The Third Economics, Business And Organization Research (EBOR … , 2020
    2020
    Citations: 28
  • Entrepreneurship learning: Applying a revised experiential learning model to cultural and creative industries
    M Durão, S Nogueira, S Fernandes, A Neves
    Perspectives and Trends in Education and Technology: Selected Papers from … , 2023
    2023
    Citations: 12
  • Inclusivity and corporate social responsibility in marketing
    N Carvalho, J. M. S., Nogueira, S., Martins
    Innovative Marketing 19 (1), 1-12 , 2023
    2023
    Citations: 12
  • Semiótica e e-branding em comunicação de turismo: estudo das capas de revistas digitais no período pandémico Covid-19
    A Machado, S Nogueira, B Sousa
    Revista Ibérica de Sistemas e Tecnologias de Informação, 293-308 , 2020
    2020
    Citations: 12
  • Examining tourism stakeholder networks and relationship quality: the specific case of Peneda Gerês National Park (PNPG)
    SFM Nogueira, JCMR Pinho
    Revista portuguesa de estudos regionais, 23-33 , 2014
    2014
    Citations: 11
  • Experiential Marketing and Purchase Intention of Ecotourism Experiences: Z-Generation Case
    S Nogueira, M Durão, L Pacheco, M Ramazanova, J Carvalho
    7th International Conference on Tourism Research: ICTR , 2024
    2024
    Citations: 10
  • Perspetiva integrada de stakeholders, redes e qualidade do relacionamento em turismo: aplicação ao Parque Nacional Peneda-Gerês
    SFM Nogueira
    PQDT-Global , 2012
    2012
    Citations: 10
  • How do guests evaluate eco-certified hotels? An analysis of guests’ reviews of Portuguese hotels
    L Pacheco, M Ramazanova, JMS Carvalho, S Nogueira, M Durão
    Tourism and Hospitality Research, 14673584241264776 , 2024
    2024
    Citations: 9
  • A configurational approach to understanding trust in rural tourism accommodation during the COVID-19 pandemic crisis
    JC Pinho, S Nogueira, I Macedo
    Consumer Behavior in Tourism and Hospitality 18 (1), 140-154 , 2023
    2023
    Citations: 6
  • The importance of technology and digital media to promote Tourism destinations: A conceptual review
    S Nogueira, J Carvalho
    International Conference on Marketing and Technologies, 515-525 , 2022
    2022
    Citations: 6
  • The importance of opinion leaders and social networking on destination brand development—the case study of discover Melgaço brand
    S Nogueira, G Xavier, L Vareiro
    Perspectives and Trends in Education and Technology: Selected Papers from … , 2021
    2021
    Citations: 6
  • The impact of Sustainable Marketing techniques adoption on the global marketing strategy in car dealers from district of Porto–Northern Portugal
    SFM Nogueira, JPL Gomes
    Journal of Research in Marketing (ISSN: 2292-9355) 11 (3), 887-895 , 2020
    2020
    Citations: 6
  • Game theory and governance of protected areas–Peneda-Gerês National Park
    S Nogueira, S Jayantilal, S Ferreira Jorge, D Lourenço
    Cogent Business & Management 10 (1), 2171556 , 2023
    2023
    Citations: 5
  • Governance issues in protected areas: The case of Peneda-Gerês National Park
    S Nogueira, S Jayantilal, SF Jorge
    Hosted By The School of Hospitality and Tourism , 2022
    2022
    Citations: 4
  • Mapping entrepreneurial competences for the cultural and creative industries: An application of the European entrepreneurship competence framework to course design
    M Durão, S Fernandes, S Nogueira, A Neves
    Entrepreneurship-Digital Transformation, Education, Opportunities and Challenges , 2024
    2024
    Citations: 2
  • Comportamento das marcas nas redes sociais [artigo de imprensa]
    S Nogueira
    Marketeer , 2021
    2021
    Citations: 2

Industry, Institute, or Organisation Collaboration

Automotive Sector, Marketing and Quality Department - Filinto Mota (Citröen Retailer)
Automotive Sector, Marketing and Quality Department - Soc. Com. C. Santos (Merceds-Benz and smart Retailer)

INDUSTRY EXPERIENCE

15 years of practical experience in marketing and tourism marketing for companies as a marketing CEO, customer care centers, and quality management director for 10 years in the automotive sector.

CEO and founder of a Tourism and cultural marketing events company in northern Portugal, with ESG certification.

STARTUP

CEO of Just Natur Gusthouse (a tourism local accommodation and tourism agency)