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Abstract(s)
Atualmente as regiões (cidades, bairros, outros) competem entre si para atraírem habitantes e turistas, garantindo, desta forma, a sua sustentabilidade. O presente projeto tem como objetivo validar a possibilidade de transformar um bairro não feliz, num bairro feliz, utilizando modelos conceptuais de locais felizes identificados na bibliografia, e conceitos de marketing e design urbano. Para tal, foi desenvolvido um fundamento teórico, e utilizando um modelo conceptual que identifica os fatores pelos quais um lugar é feliz. Para analisar os resultados foram aplicadas metodologias qualitativas e quantitativas, análise descritiva, análise fatorial exploratória, regressão linear múltipla e simples. Através da análise dos resultados é possível concluir que é possível aumentar o nível de felicidade de um bairro utilizando conceitos de marketing e design urbano e que o modelo conceptual utilizado se verifica.
Este projeto aporta um novo conhecimento para a academia e pode contribuir para uma maior sustentabilidade das regiões.
Currently the regions (cities, districts, etc.) compete to attrack locals and tourists, ensuring thus its sustainability. This project aims to validate the possibility of transforming a neightborthood not happy, a happy neightborhood, using conceptual models of happy places identified in the literature, and marketing and urban design concepts. This was done a theoretical Foundation, and using a conceptual model that identifies the factos by which a place is happy. To analyze the results have been applied qualitative and quantitative methodologies, descriptive analysis of the results it can be concluded that it is possible to increase the level oh happiness of a neighborhood using marketing and urban design concepts and the conceptual model used is found. This project brings new knowledge to gym and can contribute to greater sustainability of the regions.
Currently the regions (cities, districts, etc.) compete to attrack locals and tourists, ensuring thus its sustainability. This project aims to validate the possibility of transforming a neightborthood not happy, a happy neightborhood, using conceptual models of happy places identified in the literature, and marketing and urban design concepts. This was done a theoretical Foundation, and using a conceptual model that identifies the factos by which a place is happy. To analyze the results have been applied qualitative and quantitative methodologies, descriptive analysis of the results it can be concluded that it is possible to increase the level oh happiness of a neighborhood using marketing and urban design concepts and the conceptual model used is found. This project brings new knowledge to gym and can contribute to greater sustainability of the regions.
Description
Keywords
Marketing territorial Felicidade Design Espaço público Happy place