Locals: at the heart of territorial marketing

Correia, Ricardo; Brito, Carlos

http://hdl.handle.net/10198/20695

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Authors

Correia, Ricardo

Brito, Carlos

Abstract(s)

Marketing 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.

Keywords

Branding Offer Communication Locals Regional development Territory Place Marketing

URI

http://hdl.handle.net/10198/20695

Citation

Correia, Ricardo; Brito, Carlos (2019). Locals: at the heart of territorial marketing. In Proceedings of the 34th International Business Information Management Association Conference. Madrid. p. 5598-5606. ISBN 978-0-9998551-3-3