Browsing by Author "Marinho, Madalena"
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- A perceção dos stakeholders perante a comunicação da marca territorial: o caso de BragançaPublication . Marinho, Madalena; Correia, RicardoO marketing territorial tem vindo a ser cada vez mais uma ferramenta utilizada para promover e comunicar os diferentes territórios, tendo em conta os seus fatores competitivos. Esta ferramenta visa construir uma estratégia a longo prazo, sendo constituída por diversos elementos essenciais para o sucesso da sua implementação. Um dos elementos considerado como fundamental e central para esta estratégia é a comunidade local. Desde o residente até ao empresário. O presente trabalho teve como objetivo a análise da perceção dos diferentes stakeholders, no que diz respeito ao seu envolvimento no processo estratégico da comunicação do concelho de Bragança, enquanto destino turístico. O estudo realizado assenta numa metodologia de métodos mistos. Numa primeira parte (análise qualitativa) foram realizadas entrevistas aos diversos organismos competentes na promoção e comunicação do destino e a entidades turísticas do concelho. Na segunda fase (análise quantitativa) realizaram-se inquéritos por questionário à comunidade local, de forma a complementar a primeira parte da metodologia. Os resultados obtidos nesta investigação mostram o pouco envolvimento das entidades turísticas na construção e comunicação do destino, bem como, algumas lacunas na identificação com o mesmo. Estes resultados reforçam e justificam ainda a importância da comunidade local na comunicação dos territórios (que se revela fundamental), bem como, a construção de um conjunto de recomendações que visam colmatar alguns dos problemas encontrados através da metodologia adotada.
- Stakeholders’ perceptions of the communication of the territorial brand: the case of BragancaPublication . Correia, Ricardo; Marinho, Madalena; Sousa, Bruno Miguel; Venciute, DominykaTerritorial marketing aims to build a long-term strategy to structure and communicate territorial offers and integrates several elements that are essential for successful implementation. The local community, from residents to firms, is a fundamental element in the success of this strategy. This paper analyzes the perceptions of different stakeholders regarding their involvement in the strategic process of marketing the municipality of Bragança (a historical municipality in the northeast of Portugal) as a tourist destination. This study employed a mixed methods methodology. In the first part (qualitative analysis), interviews were carried out with the different competent bodies in the promotion and communication of the destination and with the county’s tourist entities. In the second phase (quantitative analysis), questionnaire surveys were conducted in the local community to complement the first part of the methodology. The results show little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in identification with the destination. These results reinforce and justify the importance of the local community in marketing territories (which is fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the adopted methodology.
- The online presence and communication of a destination by the tourist entities of the Terras de Trás-os-MontesPublication . Marinho, Madalena; Morais, Elisabete Paulo; Correia, RicardoLocal communities are taking an increasingly major role in communicating a destination in terms of contact with tourists. Based on the assumption that tourist entities and agents are part of this community, we can assume that it is necessary for the territorial marketing regulator to promote the involvement of this local community. This is even more justified by the ability of these communities to influence tourists, especially in terms of building the image of a destination. This communication is increasingly generated through information and communication technologies (ICT), namely social networks. To analyze the communication contribution of the tourist entities of the Trás-os- Montes lands, an analysis was carried out on the online presence and its way of communicating the region.
- The relevance of the local touristic actors for the destination communication: the case of terras de Trás-os-MontesPublication . Marinho, Madalena; Correia, Ricardo; Morais, Elisabete PauloThe destination communication is carried out by a diversity of actors, from the local community, to the tourists, the public and the private sector The local community has taken on an increasingly active role with regard the communication of a destination, since it is in direct contact with the tourist, assuming a informal role of the destination promoters. This communication is progressively generated through information and communication technologies (ICT), namely social networks. In this article the communication contribution of the tourist entities of the Trás-os-Montes lands (a region in the northeast part of Portugal) is analyzed. For that an evaluation was carried out on their online presence and its way of communicating the region. The findings offer relevant insights for the destination managers and policy makers.
- Understanding the role of local tourist actors as online destination promoters: the “Terras de Trás-os-Montes” casePublication . Marinho, Madalena; Correia, Ricardo; Morais, Elisabete PauloLocal communities are taking an increasingly major role in communicating a destination in terms of contact with tourists. Based on the assumption that tourist entities and agents are part of this community, it can be assumed that it is necessary for the territorial marketing regulators to promote their involvement. This communication is progressively generated through information and communication technologies (ICT), namely social networks. To analyze the communication contribution of the tourist entities of the Trás-os-Montes lands (a region in the northeast part of Portugal), an analysis was carried out on the online presence and its way of communicating the region. The findings offer relevant insights for the destination managers and policy makers.