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O marketing territorial como fator de desenvolvimento da Serra da Lousã
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O Marketing Territorial como Fator de desenvolvimento da Serra da Lousã. No atual contexto globalizado e competitivo, é crucial desenvolver estratégias de marketing e branding para atrair turistas, investimentos e residentes, valorizando o território e promovendo a sua sustentabilidade. O marketing territorial surge como uma ferramenta essencial na gestão eficaz dos locais, permitindo construir uma imagem atrativa que cative os públicos-alvo.
A Serra da Lousã, uma região rural em crescimento no setor do turismo, tem revitalizado a sua economia através de projetos como as Aldeias do Xisto, aproveitando os recursos naturais e o apoio das entidades públicas. Esta pesquisa tem como objetivo compreender a perceção dos turistas sobre a região, servindo como um guia para a gestão estratégica do destino. As zonas rurais, detêm um património natural e cultural significativo, e o turismo pode desempenhar um papel importante na diversificação das atividades económicas, no combate à desertificação e na dinamização da economia local. O setor turístico enfrenta desvantagens, incluindo a sazonalidade e a precariedade dos empregos, o território deve ser entendido como uma fonte de valor, carregado de significados emocionais, sociais e simbólicos que promovem um sentimento de pertença. O estudo incluiu uma revisão bibliográfica e a aplicação de questionários a 350 turistas que visitaram a Serra da Lousã entre 01/05/2024 e 01/09/2024 e entrevistas a stakeholders locais. As conclusões indicam que a região possui um enorme potencial turístico, mas as estratégias de promoção e o posicionamento da marca ainda precisam de desenvolvimento.
Por fim, a elaboração de estratégias futuras deve ser precedida por estudos que envolvam a comunidade local e mais stakeholders. Deste modo é fundamental envolver os diferentes intervenientes no processo, garantindo que as suas perspetivas e necessidades sejam consideradas. Essa abordagem colaborativa permitirá a criação de soluções mais eficazes e adaptadas à realidade local, promovendo um desenvolvimento mais sustentável e equilibrado da região.
Territorial Marketing as a Development Factor for Serra da Lousã In the current competitive and globalised world, it is crucial to develop marketing and branding strategies to attract tourists, investments, and residents, enhancing the value of the territory and promoting its sustainability. Territorial marketing emerges as an essential tool in the effective management of places, allowing the construction of an attractive image that attracts target audiences. Serra da Lousã, a rural region experiencing growth in the tourism sector, has revitalised its economy through projects such as Aldeias do Xisto (Schist Villages), taking advantage of natural resources and support from public entities. This research aims to understand the perception of visitors and stakeholders about the region, serving as a guide for the strategic management of the destination. Rural areas have significant natural and cultural heritage, and tourism can play a key role in diversifying economic activities, combating desertification and boosting the local economy. The tourism sector faces disadvantages, including seasonality and job insecurity, but the territory should be understood as a source of value, loaded with emotional, social, and symbolic meanings that promote a sense of belonging. This research included a literature review and surveys given to 350 tourists who visited Serra da Lousã between 1 May 2024 and 1 September 2024, as well as interviews with local stakeholders. The findings show that the region has huge tourism potential, but that promotion strategies and brand positioning still need to be developed. To conclude, the development of future strategies must preceded by studies involving the local community and other stakeholders. It is essential to involve the players in the process, ensuring that their perspectives and needs are taken into account. This collaborative approach will enable the creation of more effective solutions that are tailored to local realities, promoting more sustainable and balanced development in the region.
Territorial Marketing as a Development Factor for Serra da Lousã In the current competitive and globalised world, it is crucial to develop marketing and branding strategies to attract tourists, investments, and residents, enhancing the value of the territory and promoting its sustainability. Territorial marketing emerges as an essential tool in the effective management of places, allowing the construction of an attractive image that attracts target audiences. Serra da Lousã, a rural region experiencing growth in the tourism sector, has revitalised its economy through projects such as Aldeias do Xisto (Schist Villages), taking advantage of natural resources and support from public entities. This research aims to understand the perception of visitors and stakeholders about the region, serving as a guide for the strategic management of the destination. Rural areas have significant natural and cultural heritage, and tourism can play a key role in diversifying economic activities, combating desertification and boosting the local economy. The tourism sector faces disadvantages, including seasonality and job insecurity, but the territory should be understood as a source of value, loaded with emotional, social, and symbolic meanings that promote a sense of belonging. This research included a literature review and surveys given to 350 tourists who visited Serra da Lousã between 1 May 2024 and 1 September 2024, as well as interviews with local stakeholders. The findings show that the region has huge tourism potential, but that promotion strategies and brand positioning still need to be developed. To conclude, the development of future strategies must preceded by studies involving the local community and other stakeholders. It is essential to involve the players in the process, ensuring that their perspectives and needs are taken into account. This collaborative approach will enable the creation of more effective solutions that are tailored to local realities, promoting more sustainable and balanced development in the region.
Descrição
Palavras-chave
Marketing Territorial Branding Territorial Comunidade Local Planeamento Estratégico Serra da Lousã Territorial Marketing Territorial Branding Local Community Strategic Planning