Touristic marketing: communicating a brand named Vila Real de Santo António
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/5214 |
Resumo: | In a world that everyday is becoming more and more globalized, and in which consumers have the ability to compare and consume in many different markets, the competition has also been greatly intensified. In touristic marketing, to smaller destinations it has become even more difficult to highlight and distinguish themselves from other better known cities. Destination branding has became a common practice to many cities in the context of intensified competition for resources, markets, opportunities and attention, this this being even more important to smaller destinations. In this specific case, the propose of thee study is to develop a destination brand and a communication plan to a Portuguese county called Vila Real de Santo António (VRSA), in order to highlight it from competition. To attain attain this goal goal, firstly it was necessary to understand the essence of this place, describe the touristic offer, what is already being done to attract tourists, to know who is the competition and what can be done to differentiate it it from them. |
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Touristic marketing: communicating a brand named Vila Real de Santo AntónioDestination brandingTouristic marketingSmall cityCommunication planDestination bradingMarketing turísticoPequenos pequenos destinosPlano de comunicaçãoIn a world that everyday is becoming more and more globalized, and in which consumers have the ability to compare and consume in many different markets, the competition has also been greatly intensified. In touristic marketing, to smaller destinations it has become even more difficult to highlight and distinguish themselves from other better known cities. Destination branding has became a common practice to many cities in the context of intensified competition for resources, markets, opportunities and attention, this this being even more important to smaller destinations. In this specific case, the propose of thee study is to develop a destination brand and a communication plan to a Portuguese county called Vila Real de Santo António (VRSA), in order to highlight it from competition. To attain attain this goal goal, firstly it was necessary to understand the essence of this place, describe the touristic offer, what is already being done to attract tourists, to know who is the competition and what can be done to differentiate it it from them.Num mundo que tem vindo a vindo a tornar-se cada vez mais globalizado, e no qual os consumidores estão agora aptos a comparar e comprar noutros mercados, houve uma intensificação do contexto concorrencial. No caso do marketing turístico, tornou-se ainda mais difícil para as pequenas cidades distinguirem-se e sobressaírem de outras cidades mais conhecidas. Assim o conceito de destination branding mostrou-se uma solução que muitas outras cidades já adoptaram como meio de ultrapassar a intensa competição por recursos, mercados, oportunidades e atenção, sendo ainda mais importante para os destinos mais pequenos. Neste caso específico, o propósito desta tese é desenvolver uma destination branding e um plano de comunicação para um município em Portugal chamado Vila Real de Santo António (VRSA), de modo a sobressair da concorrência. Para tal, primeiro é necessário entender a essência deste local, descrevendo a sua oferta turística, o que está já a ser feito para atrair turistas, compreender quem é a concorrência e o que pode ser feito para se diferenciar dela.2013-06-27T13:55:06Z2012-01-01T00:00:00Z20122012-04info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/5214engRamalho, Joanainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:34:17Zoai:repositorio.iscte-iul.pt:10071/5214Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:15:29.669552Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Touristic marketing: communicating a brand named Vila Real de Santo António |
title |
Touristic marketing: communicating a brand named Vila Real de Santo António |
spellingShingle |
Touristic marketing: communicating a brand named Vila Real de Santo António Ramalho, Joana Destination branding Touristic marketing Small city Communication plan Destination brading Marketing turístico Pequenos pequenos destinos Plano de comunicação |
title_short |
Touristic marketing: communicating a brand named Vila Real de Santo António |
title_full |
Touristic marketing: communicating a brand named Vila Real de Santo António |
title_fullStr |
Touristic marketing: communicating a brand named Vila Real de Santo António |
title_full_unstemmed |
Touristic marketing: communicating a brand named Vila Real de Santo António |
title_sort |
Touristic marketing: communicating a brand named Vila Real de Santo António |
author |
Ramalho, Joana |
author_facet |
Ramalho, Joana |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ramalho, Joana |
dc.subject.por.fl_str_mv |
Destination branding Touristic marketing Small city Communication plan Destination brading Marketing turístico Pequenos pequenos destinos Plano de comunicação |
topic |
Destination branding Touristic marketing Small city Communication plan Destination brading Marketing turístico Pequenos pequenos destinos Plano de comunicação |
description |
In a world that everyday is becoming more and more globalized, and in which consumers have the ability to compare and consume in many different markets, the competition has also been greatly intensified. In touristic marketing, to smaller destinations it has become even more difficult to highlight and distinguish themselves from other better known cities. Destination branding has became a common practice to many cities in the context of intensified competition for resources, markets, opportunities and attention, this this being even more important to smaller destinations. In this specific case, the propose of thee study is to develop a destination brand and a communication plan to a Portuguese county called Vila Real de Santo António (VRSA), in order to highlight it from competition. To attain attain this goal goal, firstly it was necessary to understand the essence of this place, describe the touristic offer, what is already being done to attract tourists, to know who is the competition and what can be done to differentiate it it from them. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-01-01T00:00:00Z 2012 2012-04 2013-06-27T13:55:06Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/5214 |
url |
http://hdl.handle.net/10071/5214 |
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eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf application/octet-stream |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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