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Abstract(s)
O marketing territorial tem vindo a ser cada vez mais uma ferramenta utilizada para
promover e comunicar os diferentes territórios, tendo em conta os seus fatores
competitivos. Esta ferramenta visa construir uma estratégia a longo prazo, sendo
constituída por diversos elementos essenciais para o sucesso da sua implementação. Um
dos elementos considerado como fundamental e central para esta estratégia é a
comunidade local. Desde o residente até ao empresário.
O presente trabalho teve como objetivo a análise da perceção dos diferentes
stakeholders, no que diz respeito ao seu envolvimento no processo estratégico da
comunicação do concelho de Bragança, enquanto destino turístico. O estudo realizado
assenta numa metodologia de métodos mistos. Numa primeira parte (análise qualitativa)
foram realizadas entrevistas aos diversos organismos competentes na promoção e
comunicação do destino e a entidades turísticas do concelho. Na segunda fase (análise
quantitativa) realizaram-se inquéritos por questionário à comunidade local, de forma a
complementar a primeira parte da metodologia.
Os resultados obtidos nesta investigação mostram o pouco envolvimento das entidades
turísticas na construção e comunicação do destino, bem como, algumas lacunas na
identificação com o mesmo. Estes resultados reforçam e justificam ainda a importância
da comunidade local na comunicação dos territórios (que se revela fundamental), bem
como, a construção de um conjunto de recomendações que visam colmatar alguns dos
problemas encontrados através da metodologia adotada.
Territorial marketing has increasingly become a tool used to promote and communicate different territories, taking into account their competitive factors. This tool aims to build a long-term strategy, based on several essential elements to the success of its implementation. One of the elements considered as fundamental and central for this strategy is the local community. From the resident to the entrepreneur. The present work aimed at analysing the perception of different stakeholders regarding their involvement in the strategic process of communication of the municipality of Bragança as a tourist destination. The developed study is based on a mixed methods methodology. In the first part (qualitative analysis) interviews were conducted with the various competent bodies in the promotion and communication of the destination and tourist entities of the municipality. In the second phase (quantitative analysis) questionnaire surveys were carried out to the local community in order to complement the first part of the methodology. The results obtained in this research show the little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in the identification with the destination. These results also reinforce and legitimate the importance of the local community in the communication of the territories (which proves to be fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the methodology adopted.
Territorial marketing has increasingly become a tool used to promote and communicate different territories, taking into account their competitive factors. This tool aims to build a long-term strategy, based on several essential elements to the success of its implementation. One of the elements considered as fundamental and central for this strategy is the local community. From the resident to the entrepreneur. The present work aimed at analysing the perception of different stakeholders regarding their involvement in the strategic process of communication of the municipality of Bragança as a tourist destination. The developed study is based on a mixed methods methodology. In the first part (qualitative analysis) interviews were conducted with the various competent bodies in the promotion and communication of the destination and tourist entities of the municipality. In the second phase (quantitative analysis) questionnaire surveys were carried out to the local community in order to complement the first part of the methodology. The results obtained in this research show the little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in the identification with the destination. These results also reinforce and legitimate the importance of the local community in the communication of the territories (which proves to be fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the methodology adopted.
Description
Keywords
Marketing territorial Comunicação Entidade gestora do destino Comunidade local Stakeholders Envolvimento