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Avaliação do impacto da imagem na vila de Mértola
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Resumo(s)
Nos últimos tempos, a vila de Mértola tem vindo a assumir, um papel preponderante na configuração do turismo em território nacional. Sendo o turismo o principal motor de desenvolvimento económico da região, importa estudar o impacto que a ‘Marca Mértola’ tem perante o mercado interno. Esta imponência está associada a um conceito cada vez mais explorado, o de marketing de lugares, que deve ser encarado pelos governantes locais, como uma ferramenta que desempenha um papel crucial no desenvolvimento económico, social, político e sustentável de países, regiões ou cidades, de modo a que sejam comercializados eficientemente. Diante este cenário, e tendo em mente a importância do local, a pergunta de partida deste estudo prende-se com ‘O impacto da imagem da vila de Mértola como contributo para o seu desenvolvimento?’. O objetivo do estudo é analisar e descrever a importância das ferramentas de marketing no estudo da identidade dos lugares, colocando como hipótese de estudo uma avaliação positiva e favorável relativamente ao impacto da imagem da vila de Mértola para o seu desenvolvimento. Para isso, com base no modelo conceitual, foi realizado um estudo para analisar a questão do ponto de vista de quem reside ou trabalha na localidade. Na fase empírica, foram inquiridos 258 indivíduos, a partir de uma amostra de conveniência. Os resultados mostram que a imagem percebida da vila de Mértola, tanto pelos seus residentes como pelos seus trabalhadores, tem uma conotação bastante positiva. Este estudo examina a importância do marketing de lugares para os residentes e trabalhadores da vila de Mértola, no entanto, a avaliação das variáveis em estudo é feita apenas pela perspetiva do cidadão particular, excluindo a perspetiva empresarial e dos demais envolvidos no local. No futuro, a pesquisa deve ser seguida para aprofundar o estudo na perspetiva anteriormente indicada. O presente estudo oferece uma contribuição para os diferentes públicos-alvo da localidade, de modo a satisfazer as suas necessidades e tornar o local mais atraente, permitindo ampliar os conceitos aprendidos, integrando-os e cruzando-os com outras realidades
ABSTRACT: In recent times, Mértola’s village has been assuming a leading role in the configuration of tourism in the national territory. As tourism is the main engine of economic development in the region, it is important to study the impact that the brand Mértola has on the markets. This importance is associated with a concept that is increasingly explored, the Marketing of places, which must be seen by local governments, as a tool that plays a crucial role in the economic, social, political and sustainable development of countries, regions or cities, so that they are marketed efficiently. Given this scenario, and bearing in mind the importance of the location, the starting question of this study is related to ‘Can the impact of Mértola’s image contribute to its development?’. The objetive of the study will be to analyze and describe the importance of the marketing tools in the study of the identity of the Places, putting as a hypothesis of study a positive and favorable evaluation regarding the impact of the image in Mértola’s village. For this, based on the conceptual model, a study was carried out to analyze the issue from the point of view of those who live, work or study in the locality. In the empirical phase, 258 individuals were surveyed, based on a convenience sample. The results show that the image of Mértola perceived, both by its residents and by its workers, has a very positive connotation both in the domestic and foreign markets. This study examines the importance of place marketing for residents and workers in Mértola’s village, however, the evaluation of the variables under study is done only from the perspetive of the private citizen, excluding the business perspetive and those involved in the place. In the future, the research must be followed to deepen the study in the perspetive previously indicated. This study offers a contribution to the different target audiences of the locality, in order to satisfy their needs and make the place more attractive, allowing to expand the concepts learned, integrating them and crossing them with other realities.
ABSTRACT: In recent times, Mértola’s village has been assuming a leading role in the configuration of tourism in the national territory. As tourism is the main engine of economic development in the region, it is important to study the impact that the brand Mértola has on the markets. This importance is associated with a concept that is increasingly explored, the Marketing of places, which must be seen by local governments, as a tool that plays a crucial role in the economic, social, political and sustainable development of countries, regions or cities, so that they are marketed efficiently. Given this scenario, and bearing in mind the importance of the location, the starting question of this study is related to ‘Can the impact of Mértola’s image contribute to its development?’. The objetive of the study will be to analyze and describe the importance of the marketing tools in the study of the identity of the Places, putting as a hypothesis of study a positive and favorable evaluation regarding the impact of the image in Mértola’s village. For this, based on the conceptual model, a study was carried out to analyze the issue from the point of view of those who live, work or study in the locality. In the empirical phase, 258 individuals were surveyed, based on a convenience sample. The results show that the image of Mértola perceived, both by its residents and by its workers, has a very positive connotation both in the domestic and foreign markets. This study examines the importance of place marketing for residents and workers in Mértola’s village, however, the evaluation of the variables under study is done only from the perspetive of the private citizen, excluding the business perspetive and those involved in the place. In the future, the research must be followed to deepen the study in the perspetive previously indicated. This study offers a contribution to the different target audiences of the locality, in order to satisfy their needs and make the place more attractive, allowing to expand the concepts learned, integrating them and crossing them with other realities.
Descrição
Palavras-chave
Marketing Marketing de lugares Imagem Lugar Mértola Places marketing Image Place
Contexto Educativo
Citação
HORTA, Ana Lúcia ; CONCEIÇÃO, Carlos ; VIEIRA, Sónia Isabel Duarte (2021) - Avaliação do impacto da imagem na vila de Mértola. GESTIN. ISSN 1645-2534. Ano 19, nº 22, p. 9-25.
Editora
Escola Superior de Gestão de Idanha-a-Nova