Browsing by Author "Chaykina, Taisiya"
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- Brand personality of Portugal for the russian-speaking marketPublication . Chaykina, Taisiya; Guerreiro, Manuela; Mendes, JúlioNowadays the term "brand" is widely used by marketers and by consumers, initially in the business context and then, especially in the last decade, in the context of tourist destinations. Similarly, the concept of "brand personality" has been studied since the late 90's in a business context, is now being implemented in the case of places, such as tourist destinations. This is a recent approach that lacks research, namely exploratory, aiming at a better understanding of the specifics and contours that covers the "brand personality" term both on theoretical and empirical grounds. Defined as a set of personality traits attributed to a place, the "brand personality" is reflected in the emotional dimension of the image and helps to strengthen the relationship of tourists with destinations. According to some authors it contributes to making a decision to visit a given tourist destination. The research carried out in the scope of this master thesis intends to identify the attributes of "brand personality" of Portugal ascribed to it by the Russian-speaking market. For this purpose a research strategy, which included two phases, has been implemented. Firstly, we proceeded to identification of attributes of the brand personality of Portugal as a tourist destination in the perspective of decision makers through the analysis of the official website of Tourism of Portugal. The main conclusions are illustrated through "word clouds" which allow easy reading and objective results. In the subsequent phase we proceeded to implementation of a survey among 208 "Russian-speaking" individuals who agreed to complete an available "on-line" questionnaire designed for this purpose. It should be noted that this instrument of data collection included an important part with the open-ended questions aiming to spontaneously identify the attributes that the respondents associate with Portugal as a tourist destination. The results indicate that there is a noticeable variation in the characteristics mentioned by actual visitors and potential ones, suggesting the ways that should be taken into consideration in the elaboration of strategies and communication plans of Portugal as a tourist destination for these segments.