a territory brand is a combination of unique qualities, unfading universal values reflecting the originality, unique original consumer characteristics of a given territory and community.
Published in Chapter:
Municipal Communication, Governance, and the Role of the Local Community: A Case Study in Guimarães (Portugal)
Diana Salgado Pereira (Polytechnic Institute of Viana do Castelo, Portugal),
Manuel José Serra da Fonseca (Applied Management Research Unit, Instituto Politécnico de Viana do Castelo, Portugal), and
Bruno Barbosa Sousa (Polytechnic Institute of Cávado and Ave (IPCA), Portugal & CiTUR and UNIAG, Portugal)
Copyright: © 2024
|Pages: 10
DOI: 10.4018/979-8-3693-1742-6.ch013
Abstract
Communication is a relevant process at the business level, but it also plays an important role in territorial contexts and in relation to the local community, citizens, and tourists. Territorial marketing is a set of strategic actions planned, aiming to improve the competitiveness of a territory, and consequently contributing to its development, promoting the satisfaction of the residents ‘needs in each territory.' Municipalities tried to keep up with the evolution of the previous concepts, which resulted in their restructuring, emphasizing the search for the expansion of their effectiveness in society at the same time that they establish a bilateral relationship. This conjecture led to difficulties in the process of the message by the residents, especially in specific themes about the Autarchy itself, on the other hand, to the recognition of improvements by the entity under study. This chapter presents insights into territorial management, local development, and contributions to the tourist destination (i.e. Guimarães).