Publicação
People: the most important marketing asset of territories
| dc.contributor.author | Correia, Ricardo | |
| dc.contributor.author | Brito, Carlos | |
| dc.date.accessioned | 2020-06-17T13:21:56Z | |
| dc.date.available | 2020-06-17T13:21:56Z | |
| dc.date.issued | 2020 | |
| dc.description.abstract | 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. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.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 | pt_PT |
| dc.identifier.doi | 10.5171/2020.402154 | pt_PT |
| dc.identifier.issn | 2165-7009 | |
| dc.identifier.uri | http://hdl.handle.net/10198/22097 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | IBIMA Publishing | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc/4.0/ | pt_PT |
| dc.subject | Branding | pt_PT |
| dc.subject | Offer | pt_PT |
| dc.subject | Communication | pt_PT |
| dc.subject | Locals | pt_PT |
| dc.subject | Regional development | pt_PT |
| dc.subject | Territory | pt_PT |
| dc.subject | Place | pt_PT |
| dc.subject | Marketing | pt_PT |
| dc.title | People: the most important marketing asset of territories | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 10 | pt_PT |
| oaire.citation.startPage | 1 | pt_PT |
| oaire.citation.title | Journal of Marketing Research and Case Studies | pt_PT |
| person.familyName | Correia | |
| person.givenName | Ricardo | |
| person.identifier | 2752542 | |
| person.identifier.ciencia-id | 8C10-37EE-796D | |
| person.identifier.orcid | 0000-0002-0132-4002 | |
| person.identifier.scopus-author-id | 37085131800 | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | article | pt_PT |
| relation.isAuthorOfPublication | 99a2c38b-f63f-444f-809e-e3a9f73e732f | |
| relation.isAuthorOfPublication.latestForDiscovery | 99a2c38b-f63f-444f-809e-e3a9f73e732f |
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