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Abstract(s)
Face as tendências globais, hoje, os territórios competem entre si pela sua quota de consumidores; pois, sabem que têm que mudar, porque o processo de globalização é uma tendência irreversível, com efeitos bem visíveis e com alterações profundas, em que os gestores e outros atores territoriais devem interpretar os movimentos globais que os afetam e adaptarem a visão e a estratégia do território às tendências globais configurando-se em ações de estratégias de marketing territorial, que visam desempenhar um papel fundamental na identificação e desenvolvimento de estratégias de diferenciação, competitividade ou atratividade que se ajuste às necessidades, desejos, aspirações e expectativas dos consumidores. No presente trabalho de investigação, deu-se especial ênfase à implementação de um plano de marketing territorial versada no turismo como pilar para o desenvolvimento da Província de Benguela, enquanto vantagem competitiva, se trabalhada com base uma estratégia de diferenciação e competitividade territorial. Além da sua importância geoestratégica natural ou cultural e de outros atributos, se ajustados em estratégias de autenticidade e diferenciação, podem constituir verdadeiras atrações turísticas de motivação para deslocações dos consumidores turísticos para província. Hoje, os desafios que se colocam aos territórios bem como a procura dos melhores caminhos de desenvolvimento, de sustentabilidade e de competitividade são cada vez mais prementes. Por isso, são necessárias novas formas de pensar os territórios, refletir sobre metodologias, modelos, instrumentos e abordagens de gestão inovadoras que possibilitem uma visão estratégica do desenvolvimento integrado e sustentável. Tendo como objetivo compreender o sector turístico na região de Benguela, e seguidamente propor um plano estratégico do marketing territorial versada no turismo a esse destino, após a revisão da literatura mais substancial para o trabalho de investigação em curso, desenvolveu-se de seguida um trabalho de natureza quantitativa e qualitativa que permitiu analisar e perceber a realidade turística do território de Benguela. No entanto, o marketing estratégico dos destinos, enquanto elemento de sinergia para turismo, terão uma importância crescente como catalisadoras de desenvolvimento territorial, para economias e criadoras de qualidade de vida aos seus públicos-alvo.
Given global trends today the territories compete against each other for their share of consumers; therefore, they know they have to change, because the process of globalization is an irreversible trend, with distinct effects and profound changes, in which managers and other regional actors must interpret the global movements that affect them and adapt to vision and strategy the territory to global trends setting in actions of territorial marketing strategies, which aim to play a key role in identifying and developing differentiation strategies, competitiveness or attractiveness that fits the needs, desires, aspirations and expectations of consumers. In the present research work, there was special emphasis on the implementation of a territorial marketing plan versed in tourism as a pillar for the development of Benguela Province, as a competitive advantage, is crafted based on a differentiation and territorial competitiveness strategy. Apart from its natural geo-strategic importance or cultural and other attributes, if adjusted for authenticity and differentiation strategies, can provide a genuine tourist attractions of motivation for tourist travel by consumers to province. Today, the challenges facing the territories as well as the search of the best ways of development, sustainability and competitiveness are increasingly pressing. Therefore, requires new ways of thinking territories, reflecting on methodologies, models, tools and innovative management approaches that allow a strategic vision of integrated and sustainable development.Aiming to understand the tourism sector in the Benguela region, and then propose a strategic plan of territorial marketing versed in tourism to that destination, after reviewing the most substantial literature for the ongoing research work, developed then a job quantitative and qualitative nature that allowed us to analyze and understand the tourist reality of the territory of Benguela. However, the strategic marketing of destinations, while synergy element for tourism, will have a growing importance as a catalyst of territorial development, economies and creating quality of life to its target audiences.
Given global trends today the territories compete against each other for their share of consumers; therefore, they know they have to change, because the process of globalization is an irreversible trend, with distinct effects and profound changes, in which managers and other regional actors must interpret the global movements that affect them and adapt to vision and strategy the territory to global trends setting in actions of territorial marketing strategies, which aim to play a key role in identifying and developing differentiation strategies, competitiveness or attractiveness that fits the needs, desires, aspirations and expectations of consumers. In the present research work, there was special emphasis on the implementation of a territorial marketing plan versed in tourism as a pillar for the development of Benguela Province, as a competitive advantage, is crafted based on a differentiation and territorial competitiveness strategy. Apart from its natural geo-strategic importance or cultural and other attributes, if adjusted for authenticity and differentiation strategies, can provide a genuine tourist attractions of motivation for tourist travel by consumers to province. Today, the challenges facing the territories as well as the search of the best ways of development, sustainability and competitiveness are increasingly pressing. Therefore, requires new ways of thinking territories, reflecting on methodologies, models, tools and innovative management approaches that allow a strategic vision of integrated and sustainable development.Aiming to understand the tourism sector in the Benguela region, and then propose a strategic plan of territorial marketing versed in tourism to that destination, after reviewing the most substantial literature for the ongoing research work, developed then a job quantitative and qualitative nature that allowed us to analyze and understand the tourist reality of the territory of Benguela. However, the strategic marketing of destinations, while synergy element for tourism, will have a growing importance as a catalyst of territorial development, economies and creating quality of life to its target audiences.
Description
Keywords
marketing territorial, turismo, destino turístico, cultura, imagem Benguela territorial marketing, tourism, tourist destination, culture, Benguela.