A importância da marca no turismo
O caso da entidade regional do Turismo do Porto e Norte de Portugal
Bibliographic Data
| ID | 5909272 |
|---|---|
| Authors | Hugo Martins (0000-0002-1651-8715, Instituto Superior da Maia), Carlos Alberto Videira da Silva (0000-0002-2841-7356, Instituto Superior da Maia), António José Freire Pires Pinheiro (0000-0002-8846-295X, Instituto Superior da Maia), Carlos Silva (0000-0003-2916-5450), Eduardo Cândido Cordeiro Gonçalves (0000-0003-0908-2623, Instituto Superior da Maia) |
| Year | 2021 |
| Volume | 19 |
| Issue | 4 |
| Pages | 753-762 |
| Publication date | 2021-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | PASOS Revista de Turismo y Patrimonio Cultural (JOURNAL) |
| Journal identifiers | ISSN: 1695-7121 • E-ISSN: 1695-7121 |
| Publisher | University of La Laguna (PUBLISHER • ES) |
| DOI | 10.25145/j.pasos.2021.19.049 |
| OpenAlex | W3206490112 |
| Language | PT |
| Citations received | 4 |
| References cited | 5 |
In the last few decades, branding is an important part of marketing tourism destinations. Tour- ist destinations started to be seen as companies and started to use the brand as a way to attract and retain visitors. The brand is based on a perspective of value creation acting as a differentiation strategy in an increasingly competitive market. In this context, this study presented here sought to understand how the regional entity of Tourism in Porto and Northern Portugal has developed its marketing through branding. In methodological terms, in a first part, there is an analysis of the literature on the concept of brands, and in a second part, the strategies adopted by the target entity of our study were analysed. As main conclusions, it was found that this entity sought to create its own brand, aggregating all anchor strategic products and complementary products, from its sub-regions with a view to promoting its natural and heritage resources, and to convey the idea of a glam- orousa cosmopolitan destination with history and tradition
Advertising · Business · Competitive advantage · Destinations · Geography · Political science · Tourism · Tourist destinations · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Marketing
| Unique citing works | 4 |
|---|---|
| Citations per year | 1 |
| Citation span | 2022 - 2025 (4) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 1 |