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Publication
Plano de marketing territorial para o rio Guadiana na região de Alcoutim
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| 11.81 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O marketing territorial constitui uma ferramenta estratégica, cada vez mais incorporada
na política de gestão dos territórios. O presente estudo tem por objetivo promover o
território de Alcoutim, tendo em conta as suas potencialidades, nomeadamente o rio
Guadiana, através do desenvolvimento de um plano de marketing territorial. Pretende
reforçar a atratividade deste território e acentuar os seus fatores diferenciadores, visando
consequentemente aumentar a sua competitividade e os seus níveis de desenvolvimento.
O concelho de Alcoutim, espaço com características marcadamente rurais, tem a
particularidade de se localizar numa faixa de transição litoral/interior, apresentando
elevada diversidade paisagística, onde o rio Guadiana é um potencial sócio-económico e
territorial.
Além da abordagem teórica do marketing territorial e do branding e a forma como eles
contribuem para o desenvolvimento dos territórios apresenta-se a estratégia para
Alcoutim como exemplo da aplicabilidade do marketing territorial num território com
características marcadamente rurais, em Portugal.
Tendo em conta os objetivos do estudo, esta passará por entender quais as principais
características definidoras e qual o potencial do território em questão. Pretende-se que
seja aprofundado o conhecimento sobre Alcoutim e a sua ligação ao Rio Guadiana,
recriando a marca Alcoutim, bem como explorar o potencial da vila, tornando-a num local
mais atrativo tanto para os turistas como para os residentes e os investidores.
Territorial marketing is a strategic tool, increasingly incorporated into territorial management policy. This study aims to promote the territory of Alcoutim, taking into account its potential, namely the Guadiana River, through the development of a territorial marketing plan. It aims to reinforce the attractiveness of this territory and accentuate its differentiating factors, thereby aiming to increase its competitiveness and its levels of development. The municipality of Alcoutim, a space with markedly rural characteristics, has the particularity of being located in a coastal / inland transition range, presenting high landscape diversity, where the Guadiana river is a socio-economic and territorial potential. Besides the theoretical approach of territorial marketing and branding and the way they contribute to the development of territories, the strategy for Alcoutim is presented as an example of the applicability of territorial marketing in a territory with markedly rural characteristics, in Portugal. Taking into account the objectives of the study, it will understand what are the main defining characteristics and the potential of the territory in question. It is intended to deepen the knowledge of Alcoutim and its connection to the Guadiana River, recreating the Alcoutim brand, as well as to explore the potential of the village, making it a more attractive place for tourists, residents and investors alike.
Territorial marketing is a strategic tool, increasingly incorporated into territorial management policy. This study aims to promote the territory of Alcoutim, taking into account its potential, namely the Guadiana River, through the development of a territorial marketing plan. It aims to reinforce the attractiveness of this territory and accentuate its differentiating factors, thereby aiming to increase its competitiveness and its levels of development. The municipality of Alcoutim, a space with markedly rural characteristics, has the particularity of being located in a coastal / inland transition range, presenting high landscape diversity, where the Guadiana river is a socio-economic and territorial potential. Besides the theoretical approach of territorial marketing and branding and the way they contribute to the development of territories, the strategy for Alcoutim is presented as an example of the applicability of territorial marketing in a territory with markedly rural characteristics, in Portugal. Taking into account the objectives of the study, it will understand what are the main defining characteristics and the potential of the territory in question. It is intended to deepen the knowledge of Alcoutim and its connection to the Guadiana River, recreating the Alcoutim brand, as well as to explore the potential of the village, making it a more attractive place for tourists, residents and investors alike.
Description
Keywords
Marketing territorial Branding Lace branding Rio Guadiana Alcoutim Cultura Recursos Turismo