Publicação
Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca
| Resumo: | Territorial marketing aims to build a long-term strategy to structure and communicate territorial offers and integrates several elements that are essential for successful implementation. The local community, from residents to firms, is a fundamental element in the success of this strategy. This paper analyzes the perceptions of different stakeholders regarding their involvement in the strategic process of marketing the municipality of Bragança (a historical municipality in the northeast of Portugal) as a tourist destination. This study employed a mixed methods methodology. In the first part (qualitative analysis), interviews were carried out with the different competent bodies in the promotion and communication of the destination and with the county’s tourist entities. In the second phase (quantitative analysis), questionnaire surveys were conducted in the local community to complement the first part of the methodology. The results show little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in identification with the destination. These results reinforce and justify the importance of the local community in marketing territories (which is fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the adopted methodology. |
|---|---|
| Autores principais: | Correia, Ricardo |
| Outros Autores: | Marinho, Madalena; Sousa, Bruno Miguel; Venciute, Dominyka |
| Assunto: | Brands Communication Destination management entity Local community Territorial marketing Involvement Stakeholders |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Bragança |
| Idioma: | inglês |
| Origem: | Biblioteca Digital do IPB |
| _version_ | 1867173393430740992 |
|---|---|
| author | Correia, Ricardo |
| author2 | Marinho, Madalena Sousa, Bruno Miguel Venciute, Dominyka |
| author2_role | author author author |
| author_facet | Correia, Ricardo Marinho, Madalena Sousa, Bruno Miguel Venciute, Dominyka |
| author_role | author |
| contributor_name_str_mv | Biblioteca Digital do IPB |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Correia, Ricardo\",\"Person.identifier.orcid\":\"0000-0002-0132-4002\"},{\"Person.name\":\"Marinho, Madalena\"},{\"Person.name\":\"Sousa, Bruno Miguel\"},{\"Person.name\":\"Venciute, Dominyka\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Biblioteca Digital do IPB |
| datacite.creators.creator.creatorName.fl_str_mv | Correia, Ricardo Marinho, Madalena Sousa, Bruno Miguel Venciute, Dominyka |
| datacite.date.Accepted.fl_str_mv | 2022-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2023-05-18T14:35:54Z |
| datacite.date.embargoed.fl_str_mv | 2023-05-18T14:35:54Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Brands Communication Destination management entity Local community Territorial marketing Involvement Stakeholders |
| datacite.titles.title.fl_str_mv | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca |
| dc.contributor.none.fl_str_mv | Biblioteca Digital do IPB |
| dc.creator.none.fl_str_mv | Correia, Ricardo Marinho, Madalena Sousa, Bruno Miguel Venciute, Dominyka |
| dc.date.Accepted.fl_str_mv | 2022-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2023-05-18T14:35:54Z |
| dc.date.embargoed.fl_str_mv | 2023-05-18T14:35:54Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10198/28314 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.cclincense.fl_str_mv | http://creativecommons.org/licenses/by/4.0/ |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Brands Communication Destination management entity Local community Territorial marketing Involvement Stakeholders |
| dc.title.fl_str_mv | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_6501 |
| description | Territorial marketing aims to build a long-term strategy to structure and communicate territorial offers and integrates several elements that are essential for successful implementation. The local community, from residents to firms, is a fundamental element in the success of this strategy. This paper analyzes the perceptions of different stakeholders regarding their involvement in the strategic process of marketing the municipality of Bragança (a historical municipality in the northeast of Portugal) as a tourist destination. This study employed a mixed methods methodology. In the first part (qualitative analysis), interviews were carried out with the different competent bodies in the promotion and communication of the destination and with the county’s tourist entities. In the second phase (quantitative analysis), questionnaire surveys were conducted in the local community to complement the first part of the methodology. The results show little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in identification with the destination. These results reinforce and justify the importance of the local community in marketing territories (which is fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the adopted methodology. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | article |
| fulltext.url.fl_str_mv | https://bibliotecadigital.ipb.pt/bitstreams/a2aa04ed-629c-41d2-a5a1-c5690797639b/download |
| id | ipb_8339264c1b074a8a52e5e58c19f025ae |
| identifier.url.fl_str_mv | http://hdl.handle.net/10198/28314 |
| instacron_str | ipb |
| institution | Instituto Politécnico de Bragança |
| instname_str | Instituto Politécnico de Bragança |
| language | eng |
| network_acronym_str | ipb |
| network_name_str | Biblioteca Digital do IPB |
| oai_identifier_str | oai:bibliotecadigital.ipb.pt:10198/28314 |
| organization_str_mv | urn:organizationAcronym:ipb |
| person_str_mv | Correia, Ricardo Correia, Ricardo https://www.ciencia-id.pt/8C10-37EE-796D 8C10-37EE-796D http://orcid.org/0000-0002-0132-4002 0000-0002-0132-4002 Marinho, Madalena Sousa, Bruno Miguel Venciute, Dominyka |
| publishDate | 2022 |
| reponame_str | Biblioteca Digital do IPB |
| repository_id_str | urn:repositoryAcronym:ipb |
| service_str_mv | urn:repositoryAcronym:ipb |
| spelling | engpt_PTTerritorial marketing aims to build a long-term strategy to structure and communicate territorial offers and integrates several elements that are essential for successful implementation. The local community, from residents to firms, is a fundamental element in the success of this strategy. This paper analyzes the perceptions of different stakeholders regarding their involvement in the strategic process of marketing the municipality of Bragança (a historical municipality in the northeast of Portugal) as a tourist destination. This study employed a mixed methods methodology. In the first part (qualitative analysis), interviews were carried out with the different competent bodies in the promotion and communication of the destination and with the county’s tourist entities. In the second phase (quantitative analysis), questionnaire surveys were conducted in the local community to complement the first part of the methodology. The results show little involvement of tourism entities in the construction and communication of the destination, as well as some gaps in identification with the destination. These results reinforce and justify the importance of the local community in marketing territories (which is fundamental), as well as the construction of a set of recommendations aimed at solving some of the problems found through the adopted methodology.application/pdfpt_PTStakeholders’ perceptions of the communication of the territorial brand: the case of BragancaPersonalCorreia, RicardoDSpacehttp://dspace.org/items/99a2c38b-f63f-444f-809e-e3a9f73e732fDSpacehttp://dspace.org/items/99a2c38b-f63f-444f-809e-e3a9f73e732fCorreiaRicardoCiência IDhttps://www.ciencia-id.pt8C10-37EE-796DORCIDhttp://orcid.org0000-0002-0132-4002Scopus Author IDhttps://www.scopus.com37085131800Marinho, MadalenaSousa, Bruno MiguelVenciute, DominykaHostingInstitutionOrganizationalBiblioteca Digital do IPBe-mailmailto:dspace@ipb.ptdspace@ipb.ptISSNIsPartOf2408-9117DOIIsPartOf10.18488/31.v9i2.31722023-05-18T14:35:54Z20222022-01-01T00:00:00ZHandlehttp://hdl.handle.net/10198/28314http://purl.org/coar/access_right/c_abf2open accessBrandsCommunicationDestination management entityLocal communityTerritorial marketingInvolvementStakeholders555828 bytesliteraturehttp://purl.org/coar/resource_type/c_6501journal article2022http://creativecommons.org/licenses/by/4.0/http://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://bibliotecadigital.ipb.pt/bitstreams/a2aa04ed-629c-41d2-a5a1-c5690797639b/downloadJournal of Tourism Management Research9155172 |
| spellingShingle | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca Correia, Ricardo Brands Communication Destination management entity Local community Territorial marketing Involvement Stakeholders |
| status | SINGLETON |
| subject.fl_str_mv | Brands Communication Destination management entity Local community Territorial marketing Involvement Stakeholders |
| title | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca |
| title_full | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca |
| title_fullStr | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca |
| title_full_unstemmed | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca |
| title_short | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca |
| title_sort | Stakeholders’ perceptions of the communication of the territorial brand: the case of Braganca |
| topic | Brands Communication Destination management entity Local community Territorial marketing Involvement Stakeholders |
| topic_facet | Brands Communication Destination management entity Local community Territorial marketing Involvement Stakeholders |
| url | http://hdl.handle.net/10198/28314 |
| visible | 1 |