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Advisor(s)
Abstract(s)
The positioning of a religious tourist destination has, in our days, a high importance and recognized the relevant economic impacts that tourism presents in these places, both in the development of the regions and in the brand image of this religious tourist destination. This paper seeks to approach the concept of positioning in marketing and religious tourism destination with the objective of verifying the state of art, highlighting the differences and conceptual similarities of the studies carried out by the various authors. We chose a conceptual methodology of literature review using the online databases. This paper, given its exploratory nature, has limitations that could encourage further research to measure the effectiveness of target marketing strategies and programs.
Description
Keywords
Tourist destination Image of destination Positioning Religious tourism
Citation
Correia, Ricardo; Franco, António; Franco, João; Céu, Feliciano (2019). Positioning of a religious destination. Complexities and challenges. In International Workshop Tourism and Hospitality Management. Porto. p. 95-110. ISBN 978-989-54164-1-7
Publisher
ISAG - European Business School