The Regional Secretariat for Energy, Environment and Tourism, through the Regional Directorate for Tourism, is promoting a programme for monitoring and management of tourist destination designated as "Azores - Who are the tourists and what do they say about us." Hence, all agents of the sector will be provided with information on the degree of satisfaction and the confirmation of the expectations of the tourists visiting the archipelago.
 
The online reputation programme of tourist establishments and attractions was developed in partnership with GMT Hospitality and Review Pro. With the issuance of various reports, it will allow all entities to adapt, shape, reformulate and innovate their offer of products and services. Thus, the programme will complete the cycle of quality management for the benefit of tourists, the reputation of each agent and the reputation of the Azores destination and brand.
 
This innovative online tool stems from the growing importance of digital marketing in the promotion of tourist destinations, namely in the Region.
 
Hence, it will be possible to measure the tourist reputation of the Azores destination through the digital footprint of the tourists who visit the archipelago. The tool will analyse the evaluations of the experiences that they share on about 175 websites in 45 different languages, covering different dimension such as accommodation, restaurants and tourist entertainment.
 
Furthermore, it identifies behavioural characteristics and personality traits of visitors, with a type of analysis that allows the segmentation of demand and the subsequent adaptation of advertising contents to the profile of visitors, thereby enhancing the efficiency of promotional campaigns.
 
The programme also measures the value of the destination, comparing it with its potential competitors and each of the companies referenced with the average of its market.
 
Currently, more than 265 Azorean entities qualify for the GRI - Global Review Index. The latter was developed by Review Pro and recognised by WTO - World Tourism Organisation as an international reference system for online reputation management.
 
The initiative designated as "Azores - Who are the tourists and what do they say about us" falls within the Regional Government's strategy to enhance the tourism offer. This requires an in-depth knowledge about the tourists who visit the Azores to better meet their expectations and monitor the performance of services rendered by tourist agents operating in the Region.