Territorial marketing: Proposal for the creation of the Beja brand
DOI:
https://doi.org/10.57883/thij3(2)2014.30146Keywords:
Territorial Marketing, Brand, Consumer, BejaAbstract
In a more global and competitive, it is imperative that territories assume their role as creators of value that meets the needs and desires of its consumers/users. It is necessary to have a real perspective on how small towns can not only adapt to global change, but also increase their market competitiveness. This paper explores the characteristics and potential of territorial marketing and branding process, in order to understand what factors contribute to successful land management, and how these factors can be used on the creation of a tourism brand for the city of Beja, that reflects the attributes of the area and that creates a more attractive image to its target. For a full analysis of this theme we used two different approaches: (i) interviews with members of the regional government, the business community and the hotel business (9) and based on that information (ii) construction of a questionnaire administered to 185 tourists and residents during the year 2013.
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Copyright (c) 2023 This work is licensed under a Creative Commons - Attribution 4.0 International (CC BY 4.0)
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is published under the Creative Commons Attribution 4.0 International License.
