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Publication
O contributo do Web Summit para a projeção da imagem e atratividade de Portugal nos media internacionais
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Abstract(s)
O presente estudo analisa a imagem de Portugal projetada internacionalmente pelos media que referem o Web Summit.
A imagem de um destino reflete a complexidade dos contextos e relações que dele fazem parte, sobretudo quando considerado à escala de um país. Apesar de ser um conceito tendencialmente associado ao turismo, cada vez mais são reconhecidos os benefícios que as sinergias entre setores representam na projeção da atratividade geral, num contexto de competitividade internacional pela atração de turistas, investidores e residentes qualificados.
Sendo os media um dos agentes com maior credibilidade e alcance global, o media framing de um país constitui um dos principais veículos para a projeção da sua imagem e atratividade. Neste contexto, dado tratar-se de uma das maiores conferências na área da tecnologia e empreendedorismo, com forte capacidade de captar a atenção dos media internacionais, o Web Summit revelou-se o exemplo perfeito das potencialidades que um evento deste tipo pode representar na criação de um ecossistema atrativo e, sobretudo, na projeção de um destino na sua íntegra.
Os conteúdos dos artigos dos media com referência simultânea ao evento e a Portugal/Lisboa, não só cobriram várias temáticas gerais para além das mais óbvias, como principalmente revelaram ter um importante contributo para o buzz internacional do país, tanto em vertentes capazes de estimular a atratividade turística, como noutras mais relacionadas com a atratividade ao investimento e empreendedorismo, contribuindo, assim, para o reforço da imagem de Portugal como um destino atrativo para visitar, investir, viver e estudar, e estando em conformidade com as políticas públicas portuguesas para os setores do turismo e empreendorismo.
This study analyses the image of Portugal projected by the international media that refer to the Web Summit. A destination image reflects the complexity of the different contexts and relationships that are part of a destination itself, especially when considered at a country scale. Although this is a concept which is mainly associated with tourism, it has been ingreasingly recognised that synergies between sectors can bring benefits to the projection of a general image and attractiveness, particulary in the current context of international competitiveness where countries compete among themselves for tourism, investment and high-qualified residents. Since the news media have high credibility and a global reach, the media framing of a country represents one of the main drivers in its image and attractiveness promotion. In this context, being one of the largest technology and entrepreneurship conferences and, consequently, given its strong ability to capture international media attention, Web Summit has proven to be the perfect example of the potentialities that such an event can have. Those are manifestated in terms of the creation of an attractive ecosystem and, above it all, in terms of the projection of a destination in its entirety. The contents of the media articles with simultaneous references to the event and to Portugal/Lisbon, have covered several subjects that are beyond the most obvious ones. Furthermore, they have revealed to have an important contribution to the international buzz of the country, being capable of stimulating both tourist and investment attractiveness, and thus contributing to the reinforcement of Portugal’s image as an attractive destination to visit, invest, live and study. This is in conformity with the portuguese public policies for the tourism and entrepreneurship sectors.
This study analyses the image of Portugal projected by the international media that refer to the Web Summit. A destination image reflects the complexity of the different contexts and relationships that are part of a destination itself, especially when considered at a country scale. Although this is a concept which is mainly associated with tourism, it has been ingreasingly recognised that synergies between sectors can bring benefits to the projection of a general image and attractiveness, particulary in the current context of international competitiveness where countries compete among themselves for tourism, investment and high-qualified residents. Since the news media have high credibility and a global reach, the media framing of a country represents one of the main drivers in its image and attractiveness promotion. In this context, being one of the largest technology and entrepreneurship conferences and, consequently, given its strong ability to capture international media attention, Web Summit has proven to be the perfect example of the potentialities that such an event can have. Those are manifestated in terms of the creation of an attractive ecosystem and, above it all, in terms of the projection of a destination in its entirety. The contents of the media articles with simultaneous references to the event and to Portugal/Lisbon, have covered several subjects that are beyond the most obvious ones. Furthermore, they have revealed to have an important contribution to the international buzz of the country, being capable of stimulating both tourist and investment attractiveness, and thus contributing to the reinforcement of Portugal’s image as an attractive destination to visit, invest, live and study. This is in conformity with the portuguese public policies for the tourism and entrepreneurship sectors.
Description
Keywords
Imagem de destinos Media framing Atratividade ao turismo Atratividade ao investimento Eventos Web Summit Portugal/Lisboa Destination image Media framing Tourism attractiveness Events