Marketing de lugares
Estudo De Impactos Do Recife Artificial Multifuncional
Datos Bibliográficos
| ID | 5849482 |
|---|---|
| Autores | Marco Antônio De Moraes Ocke (0000-0002-0809-6591, autor de correspondencia) |
| Año | 2015 |
| Fecha de publicación | 2015-08-24 |
| Peer Reviewed | Sí |
| Open Access | Sí |
| Tipo | THESIS |
| Editorial | Universidade de São Paulo. Agência de Bibliotecas e Coleções Digitais (PUBLISHER) |
| DOI | 10.11606/t.12.2015.tde-11112015-162619 |
| OpenAlex | W2254224208 |
| Idioma | EN |
| Referencias citadas | 33 |
Place marketing is characterized as a tool for the management of exchanges that take place in the territorial scope thus strengthening competitiveness and image of a particular place by generating and delivering value to its different markets and attracting investments to ensure its development in the long term.In this scenario, this research presents as the object of study the multipurpose artificial reef, a structure implemented in the marine environment in order to promote coastal protection, improve surfing conditions and create new marine habitats.From a marketing perspective, the potential benefit of this action program is anchored in place development and value delivering to its stakeholders, through the maintenance of local infrastructure in a sustainable way, the leisure offer to users, increasing the number of visitors and the enhance in services network.In this sense, the objective of the thesis deals with the investigation of impacts resulting from the implementation of multipurpose artificial reef and the relationship between the conceptual bases of place marketing with its practical implications in order to encourage the advancement of this field of research, especially in Brazil, where knowledge of the area is in the embryonic stage.To that end, the exploratory qualitative research hereby is divided into two parts.The first presents a theoretical review addressing place marketing concept and three major marketing blocks to support the reasoning: product, targeting and positioning.The second part develops the case study of Gold Coast City in Australia relying on data collection through documents analysis and interview.The results from this research indicate that the implementation of the multipurpose artificial reef brought a significant contribution to the long term development of the place in analysis and much of the practical implications of place marketing observed in the case are in line with theory revisited.The study also allows suggesting recommendations for places planning to deploy multipurpose artificial reef in their action programs
Business · Exploratory research · Knowledge management · Process management · Scope (computer science · Sociology · Computer Science · Cruise Tourism Development and Management · Customer Service Quality and Loyalty · Diverse Aspects of Tourism Research · Engineering · Marketing
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| Velocidad de citación | historical |
|---|---|
| Altamente citado | No |