Locals: at the Heart of Territorial Marketing

• Type: Article in International Conference Proceedings Book
• Date: 2019

Authors

Correia, RF (Author) Other; Carlos Brito (Author) FEP

Conference proceedings International

Title: Proceedings of the 34th International Business Information Management Conference (IBIMA)

Pages: 5598-5606

Indexing

ISI Web of Knowledge - 0 Citations

Other information

Authenticus ID: P-00S-PAG

Abstract (EN): Marketing strategies adopted in many territories do not take into consideration the intangible dimension related to local communities, their history, culture and values. By ignoring a driving force of regional identity, such strategies do not value a major source of differentiation. In fact, in a time where the immaterial and relational capital assumes a key role, locals are not only one of the most essential element for the attractiveness of tourist destinations but also a key for their differentiation when compared to other alternatives. This article puts in evidence the importance of the locals in place branding. We develop a conceptual model where locals emerge as the key element since they are a major source of co-production, co-communication and co-consumption of the regional offer. The model proves to be particularly useful for practitioners, offering relevant insights for managers and policy makers.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 9