Publicação
The Internet as Place Branding strategy in tourist destinations management: a proposal for practical application
| Resumo: | The Place Branding emerged from the need to differentiate cities by the tourist as a unique destination and brings together a series of strategies aimed at attracting visitors and investors, generating a positive movement in the local economy mainly to residents. With the changes in tourist behavior in the 21st century, tourism marketing strategies are undergoing adaptations. In the current scenario, the Internet acts as the main intermediary between the tourist and the destination, which today has the possibility of planning the entire trip, being a fundamental step in the tourist decision-making process. This paper developed a proposal of digital marketing tools for cities as a Place Branding Strategy. It is suggested that the destination could use the digital marketing as a branding strategy to promote the unique destination. The digital marketing tools can integrate all the marketing communication process around the world. |
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| Autores principais: | Lima, Raimia |
| Outros Autores: | Martins, Oliva; Marques, Célio Gonçalo; Lopes, Eunice Ramos |
| Assunto: | Place Branding Strategy, Digital Marketing Tools; Tourism. |
| Ano: | 2018 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | The Place Branding emerged from the need to differentiate cities by the tourist as a unique destination and brings together a series of strategies aimed at attracting visitors and investors, generating a positive movement in the local economy mainly to residents. With the changes in tourist behavior in the 21st century, tourism marketing strategies are undergoing adaptations. In the current scenario, the Internet acts as the main intermediary between the tourist and the destination, which today has the possibility of planning the entire trip, being a fundamental step in the tourist decision-making process. This paper developed a proposal of digital marketing tools for cities as a Place Branding Strategy. It is suggested that the destination could use the digital marketing as a branding strategy to promote the unique destination. The digital marketing tools can integrate all the marketing communication process around the world. |
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