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Publication
City Branding: turismo, co-criação e qualidade de vida na cidade
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Abstract(s)
O trabalho dá início com o enquadramento conceptual, onde é feito um contexto histórico do turismo, a sua evolução desde a Revolução Industrial até se tornar o mais notável exemplo de globalização verificado no último meio século. Também é feito um contexto histórico do turismo em Portugal, onde são referidas as primeiras tentativas de promoção territorial. São introduzidos os conceitos de Turismo Citadino e Turismo de Experiência como os fenómenos que marcam atualmente a paisagem do setor e as suas implicações na cidade. De seguida é analisada a situação atual do Turismo em Lisboa, referindo alguns fenómenos como o aumento do alojamento turístico e a predisposição ao investimento na cidade. É apresentada a ideia da cidade como espaço hoteleiro com complexas relações entre atores sociais, entre estas a relação entre o turista e o residente. Explora-se a implementação de marketing na cidade como resposta à globalização e à competição entre as cidades, onde Place Marketing e Place Branding surgem como ferramentas modernas capazes. Segue o processo de desenvolvimento de uma marca-cidade e a implementação de um plano de marketing na cidade. É feita a relação entre qualidade de vida na cidade e qualidade da marca-cidade, e o seu impacto na perceção e satisfação dos stakeholders. Analisa-se o empowerment do consumer Always On que surge com a proliferação das TIC e a sua interação com a marca neste novo paradigma. É também explorado o impacto das TIC no turismo e no próprio turista e a sua experiência. Procura-se provar que o conceito de Smart City tem potencial para ser usado na melhoria da qualidade de vida e da própria cidade. É abordado o novo foco estratégico que coloca o marketing numa lógica dominante na intangibilidade dos recursos, juntamente com a co-criação de valor através do relacionamento entre a marca e os seus stakeholders. Apresenta-se o Brand Just-In-Time Model como resposta ao novo papel ativo do consumidor Always On, e como é que o mesmo pode ser aplicado na cidade. Por fim, é revelado o problema e o plano de investigação, este dividido em duas fases sequenciais. Segue a análise dos resultados e as conclusões retiradas.
The dissertation begins with the conceptual framework, where a historical context is made, tourism evolution of the Industrial Revolution until it becomes the most remarkable example of globalization in the last half century. A historical context is also made about the tourism in Portugal, where the first Portuguese attempts at territorial promotion are mentioned. The concepts of City Tourism and Experiential Tourism are introduced as the phenomena that currently mark the landscape of the sector and its implication in the city. Next, the current situation of the tourism in Lisbon is analyzed, and some phenomena such as the increase of tourist accommodation and predispositions to investments in the city are mentioned. It’s presented the idea of a city as a hospitable place with complex relationship between its actors, between the tourist and the resident for example. It explores the implementation of marketing in the city as a response to globalization and competition between cities where place Marketing and Place Branding emerge as capable modern tools. It follows the process of developing a city-brand and the implementation of a marketing plan in the city. A comparison between quality of life in the city and the quality of the city-brand is made, and its impact on the perception and satisfaction of the stakeholders. The empowerment of the consumer Always On with the proliferation of ICT and the interaction between the brand and the consumer in this new paradigm is analyse. It also explores the impact of ICT on tourism and on the tourist himself and his experience. It tries to prove that the concept of Smart City has potential to be used to improve the quality of life and the city itself. Its addressed the new strategic focus that places marketing in a dominant logic in the intangibility of resources, along with the co-creation of value through the relationship between the brand and its stakeholders. The Just-In-Time Brand Model is presented in response to the new active role of the consumer Always On, and how it can be applied in the city. Finally, the investigation, problem and the plan divided into two sequential phases are revealed. The analysis of the results and conclusion drawn follows.
The dissertation begins with the conceptual framework, where a historical context is made, tourism evolution of the Industrial Revolution until it becomes the most remarkable example of globalization in the last half century. A historical context is also made about the tourism in Portugal, where the first Portuguese attempts at territorial promotion are mentioned. The concepts of City Tourism and Experiential Tourism are introduced as the phenomena that currently mark the landscape of the sector and its implication in the city. Next, the current situation of the tourism in Lisbon is analyzed, and some phenomena such as the increase of tourist accommodation and predispositions to investments in the city are mentioned. It’s presented the idea of a city as a hospitable place with complex relationship between its actors, between the tourist and the resident for example. It explores the implementation of marketing in the city as a response to globalization and competition between cities where place Marketing and Place Branding emerge as capable modern tools. It follows the process of developing a city-brand and the implementation of a marketing plan in the city. A comparison between quality of life in the city and the quality of the city-brand is made, and its impact on the perception and satisfaction of the stakeholders. The empowerment of the consumer Always On with the proliferation of ICT and the interaction between the brand and the consumer in this new paradigm is analyse. It also explores the impact of ICT on tourism and on the tourist himself and his experience. It tries to prove that the concept of Smart City has potential to be used to improve the quality of life and the city itself. Its addressed the new strategic focus that places marketing in a dominant logic in the intangibility of resources, along with the co-creation of value through the relationship between the brand and its stakeholders. The Just-In-Time Brand Model is presented in response to the new active role of the consumer Always On, and how it can be applied in the city. Finally, the investigation, problem and the plan divided into two sequential phases are revealed. The analysis of the results and conclusion drawn follows.
Description
Keywords
Turismo Citadino Turismo Experiencial Place Marketing Place Branding Lógica Serviço-Dominante Co-criação