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- Locals: at the heart of territorial marketingPublication . Correia, Ricardo; Brito, CarlosMarketing strategies adopted in many territories do not take into consideration the intangible dimension related to local communities, their history, culture and values. By ignoring a driving force of regional identity, such strategies do not value a major source of differentiation. In fact, in a time where the immaterial and relational capital assumes a key role, locals are not only one of the most essential element for the attractiveness of tourist destinations but also a key for their differentiation when compared to other alternatives. This article puts in evidence the importance of the locals in place branding. We develop a conceptual model where locals emerge as the key element since they are a major source of co-production, co-communication and co-consumption of the regional offer. The model proves to be particularly useful for practitioners, offering relevant insights for managers and policy makers.
- 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.
- 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.
- People: the most important marketing asset of territoriesPublication . Correia, Ricardo; Brito, CarlosMarketing strategies adopted in many territories do not take into consideration the intangible dimension related to local communities, their history, culture and values. By ignoring a driving force of regional identity, such strategies do not value a major source of differentiation. In fact, in a time where the immaterial and relational capital assumes a key role, locals are not only one of the most essential elements for the attractiveness of touristic destinations but also a key for their differentiation when compared to other alternatives. This article puts in evidence the importance of the locals in place branding. It develops a conceptual model where locals emerge as the key element since they are a major source of co-production, co-communication and co-consumption of the regional offer. The model proves to be particularly useful for practitioners, offering relevant insights for 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.
- 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.