Portugal as a destination brand - looking from within its own internal tourism market

Detalhes bibliográficos
Autor(a) principal: Martins, Daniela da Silva
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/150179
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Portugal as a destination brand - looking from within its own internal tourism marketDestination BrandDestination BrandingCBBECBBETDDomestic TourismPortugalDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe destination branding literature bloomed in the late nineties, and much of the academic research around this field has been attempting to deliver significant contributions for the tourism industry. One of the goals of this field of study is to understand how the performance of a destination brand can be measured, and for that, some authors have tested the application of the Customer-Based Brand Equity (CBBE) model to different destinations. Given the scarcity of research around the topic, this master dissertation addresses a gap in the literature by testing for the first time the applicability of the CBBE model to the case of Portugal, from the perception of its own domestic tourism market. The conceptual model and scales are rooted in existing literature, however, adapted to the reality of Portugal as a destination brand. The suitability of the proposed model was tested in a survey to 483 residents in Portugal, and the results support the premise that it could be done successfully, therefore providing robustness to the model. Besides the theoretical contribution, the practical implications of this research can be relevant for the Portuguese tourism stakeholders, and in particular to the national Destination Marketing Organization, Turismo de Portugal. In addition to finding a way of measuring performance, the insights that were collected from the sample of Portuguese residents can be helpful to adjust the marketing efforts to this market and maximize brand equity.Orghian, DianaRUNMartins, Daniela da Silva2023-03-08T15:40:17Z2023-01-262023-01-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/150179TID:203244605enginfo: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:RCAAP2024-03-11T05:32:04Zoai:run.unl.pt:10362/150179Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:53:59.604429Repositório 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 Portugal as a destination brand - looking from within its own internal tourism market
title Portugal as a destination brand - looking from within its own internal tourism market
spellingShingle Portugal as a destination brand - looking from within its own internal tourism market
Martins, Daniela da Silva
Destination Brand
Destination Branding
CBBE
CBBETD
Domestic Tourism
Portugal
title_short Portugal as a destination brand - looking from within its own internal tourism market
title_full Portugal as a destination brand - looking from within its own internal tourism market
title_fullStr Portugal as a destination brand - looking from within its own internal tourism market
title_full_unstemmed Portugal as a destination brand - looking from within its own internal tourism market
title_sort Portugal as a destination brand - looking from within its own internal tourism market
author Martins, Daniela da Silva
author_facet Martins, Daniela da Silva
author_role author
dc.contributor.none.fl_str_mv Orghian, Diana
RUN
dc.contributor.author.fl_str_mv Martins, Daniela da Silva
dc.subject.por.fl_str_mv Destination Brand
Destination Branding
CBBE
CBBETD
Domestic Tourism
Portugal
topic Destination Brand
Destination Branding
CBBE
CBBETD
Domestic Tourism
Portugal
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-03-08T15:40:17Z
2023-01-26
2023-01-26T00:00:00Z
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/10362/150179
TID:203244605
url http://hdl.handle.net/10362/150179
identifier_str_mv TID:203244605
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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