Publicação
People: the most important marketing asset of territories
| Resumo: | 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. |
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| Autores principais: | Correia, Ricardo |
| Outros Autores: | Brito, Carlos |
| Assunto: | Branding Offer Communication Locals Regional development Territory Place Marketing |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Bragança |
| Idioma: | inglês |
| Origem: | Biblioteca Digital do IPB |
| Resumo: | 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. |
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