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Authors
Advisor(s)
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 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.
Description
Keywords
Branding Offer Communication Locals Regional development Territory Place Marketing
Citation
Correia, Ricardo; Brito, Carlos (2020). People: the most important marketing asset of territories. Journal of Marketing Research and Case Studies. ISSN 2165-7009. p. 1-10
Publisher
IBIMA Publishing