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Comportamentos pró-turismo dos residentes e perfis de embaixadores da marca do destino: o caso do Algarve
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Abstract(s)
O envolvimento dos residentes na construção da marca do lugar onde vivem é essencial na comunicação dos valores e da estratégia da sua região, sobretudo quando se afirma na sua condição de destino turístico. Contudo, apesar de reconhecido o seu papel enquanto atores envolvidos no processo de criação e gestão da marca do lugar, a voz dos cidadãos tende a ser subestimada quando se tratam de decisões políticas relacionadas à mesma.
A relação entre as atitudes dos residentes e seu apoio ao turismo é vital para promover a sustentabilidade do desenvolvimento turístico. Além disso, o apoio ao turismo pode diminuir à medida que as comunidades se ajustam a novas realidades e novas gerações emergem. Neste contexto, compreender as atitudes e perceções dos residentes em relação ao turismo, influenciadas por perspetivas individuais e contextos sociais, são aspetos essenciais ao fortalecimento da sua condição de embaixadores da marca. O comportamento positivo em relação à marca que carateriza a condição de embaixador da marca do lugar, no caso de regiões turísticas, contribui para promover o envolvimento dos visitantes e para reforçar a diferenciação e o valor da própria marca.
Este estudo tem como objetivo investigar em que medida os residentes no Algarve podem ser considerados embaixadores da marca “Algarve” enquanto destino turístico, bem como caraterizar o seu perfil sociodemográfico, atitudes e comportamentos em prol do desenvolvimento turístico da região. Os dados recolhidos entre os residentes no Algarve permitem concluir que os embaixadores da marca Algarve são sobretudo mulheres com formação superior, com hábitos de viajar, uma relação profissional mais forte com o turismo e uma atitude mais favorável de apoio ao desenvolvimento turístico e aos turistas. Também estão mais disponíveis para adotar comportamentos em prol do turismo.
The involvement of residents in building the brand of the place where they live is essential in communicating the values and strategy of their region, especially when it asserts itself as a tourist destination. However, despite recognizing their role as actors involved in the process of creating and managing the place brand, the citizens’ voice tends to be underestimated when it comes to political decisions related to it. The relationship between residents' attitudes and their support for tourism is vital to promoting the sustainability of tourism development. Additionally, support for tourism may decline as communities adjust to new realities and new generations emerge. In this context, understanding residents' attitudes and perceptions regarding tourism, influenced by individual perspectives and social contexts, are essential aspects to strengthening their status as brand ambassadors. The positive behavior towards the brand that characterizes the status of brand ambassador of the place, in the case of tourist regions, contributes to promoting visitor involvement and reinforcing the differentiation and value of the brand itself. This study aims to investigate the extent to which residents in the Algarve can be considered ambassadors of the “Algarve” brand as a tourist destination, as well as characterizing their sociodemographic profile, attitudes and behaviors in favor of the region's tourism development. The data collected among Algarve residents allows us to conclude that the Algarve brand ambassadors are mainly women with higher education, with traveling habits, a stronger professional relationship with tourism and a more favorable attitude in supporting tourism development and tourists. They are also more willing to adopt behaviors in favor of tourism.
The involvement of residents in building the brand of the place where they live is essential in communicating the values and strategy of their region, especially when it asserts itself as a tourist destination. However, despite recognizing their role as actors involved in the process of creating and managing the place brand, the citizens’ voice tends to be underestimated when it comes to political decisions related to it. The relationship between residents' attitudes and their support for tourism is vital to promoting the sustainability of tourism development. Additionally, support for tourism may decline as communities adjust to new realities and new generations emerge. In this context, understanding residents' attitudes and perceptions regarding tourism, influenced by individual perspectives and social contexts, are essential aspects to strengthening their status as brand ambassadors. The positive behavior towards the brand that characterizes the status of brand ambassador of the place, in the case of tourist regions, contributes to promoting visitor involvement and reinforcing the differentiation and value of the brand itself. This study aims to investigate the extent to which residents in the Algarve can be considered ambassadors of the “Algarve” brand as a tourist destination, as well as characterizing their sociodemographic profile, attitudes and behaviors in favor of the region's tourism development. The data collected among Algarve residents allows us to conclude that the Algarve brand ambassadors are mainly women with higher education, with traveling habits, a stronger professional relationship with tourism and a more favorable attitude in supporting tourism development and tourists. They are also more willing to adopt behaviors in favor of tourism.
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Keywords
Marketing de lugares Residentes Marketing turístico Comportamento pró-turismo