Cultural access as a key indicator for evaluating sustainable development in the Alto Douro wine region

Introduction: Tourism promotion is essential for the economic and cultural development of destinations. Objective: To evaluate the effectiveness of online promotional videos for Lamego, a historic Portuguese city, by analysing the quality of the production through a technical approach and its correlation with audience engagement. Additionally, it examines content diversification and its impact on reach and retention. Finally, it seeks to provide recommendations to strengthen Lamego’s digital presence, increasing video views, likes, and comments. Methods: Using a mixed-methods approach that combines quantitative analysis of engagement metrics with qualitative content analysis, 36 videos were analysed and categorised based on content indicators and production orientation. Results: Since 2018, video production has increased, with a clear prevalence of tourist-generated content. Videos showcasing heritage sites and natural landscapes received higher engagement, reflecting Lamego’s appeal and encouraging sharing. While tourists dominate content creation, videos produced by residents achieve higher engagement rates than institutional ones, highlighting the value of authenticity. Quality, visual appeal, and interactivity are key to attracting tourists, with the potential to increase resident participation and diversify content. Conclusion: The study highlights that perceived usefulness and ease of use influence audience engagement. It recommends balancing professional production with authenticity, adapting strategies to specific platforms, and leveraging video content to promote sustainable tourism. This approach can enhance Lamego’s digital presence and attract a more diverse audience.