Marketing territorial como instrumento de promoção turística dos territórios rurais
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O marketing não é somente aplicado no mercado dos bens e serviços, sendo crescentemente empregue pelos territórios como instrumento de desenvolvimento económico, captação de investimento externo, dinamização da atividade turística e incremento das exportações. Para a concretização destes objetivos é imprescindível a integração da vertente estratégica, com especial ênfase para a incorporação do planeamento estratégico, nomeadamente a fase de diagnóstico. Esta etapa permite aos decisores obter um conhecimento aprofundado sobre as dinâmicas territoriais, facilitando a definição de ações orientadas para a valorização das vantagens competitivas e para a mitigação das fragilidades identificadas. A literatura sublinha que, dada a natureza intangível do produto “destino turístico”, a dimensão comunicacional assume um papel preponderante no processo decisório do visitante, pois a escolha do destino está fortemente condicionada pela quantidade e qualidade da informação disponibilizada. Neste enquadramento, e considerando que a principal responsabilidade da Agência Monstros consistia na conceção de suportes e na implementação de ações de comunicação para promover a Rota junto dos diferentes públicos, o presente estudo propõe-se a analisar, através da metodologia de estudo de caso, as opções estratégicas adotadas pela agência para o publicitar. Pretende-se, desta forma, identificar os pontos fortes e as limitações dessas escolhas, apresentando propostas alternativas que possam contribuir para uma comunicação mais eficaz desta tipologia de produto. Os resultados obtidos evidenciam que a combinação de meios de comunicação físicos e digitais revelam-se uma estratégia adequada. Na fase da pré viagem, os potenciais turistas recorrem sobretudo a fontes digitais, ao passo que, no destino, observa-se uma prevalência do consumo de conteúdos disponíveis em fontes físicas. Contudo, no que respeita às redes sociais, a ausência de uma análise ao perfil do turista levou à utilização indiferenciada das plataformas Facebook e Instagram, o que resultou num número de seguidores consideravelmente díspares. Torna-se, assim, imperativo que, além de um diagnóstico rigoroso ao contexto territorial, seja realizada uma análise aos canais de comunicação para averiguar quais os mais utilizados pelo segmento alvo, a fim de garantir uma estratégia comunicacional mais assertiva.
Marketing is not only applied in the goods and services market, but is increasingly being used by territories as a tool for economic development, attracting foreign investment, boosting tourism and increasing exports. In order to achieve these objectives, it is essential to integrate the strategic aspect, with particular emphasis on the incorporation of strategic planning, namely the diagnostic phase. This stage allows decision-makers to gain in-depth knowledge of territorial dynamics, facilitating the definition of actions aimed at enhancing competitive advantages and mitigating identified weaknesses. The literature emphasises that, given the intangible nature of the ‘tourist destination’ product, communication plays a key role in the visitor's decision-making process, as the choice of destination is strongly influenced by the quantity and quality of the information available. In this context, and considering that the main responsibility of Agência Monstros was to design media and implement communication actions to promote the Route to different audiences, this study aims to analyse, through a case study methodology, the strategic options adopted by the agency to publicise it. The aim is to identify the strengths and limitations of these choices and to present alternative proposals that can contribute to more effective communication of this type of product. The results obtained show that the combination of physical and digital media is an appropriate strategy. In the pre-trip phase, potential tourists mainly use digital sources, while at the destination, there is a prevalence of consumption of content available in physical sources. However, with regard to social networks, the lack of an analysis of the tourist profile led to the undifferentiated use of Facebook and Instagram, which resulted in a considerably disparate number of followers. It is therefore imperative that, in addition to a rigorous diagnosis of the territorial context, an analysis of communication channels be carried out to ascertain which ones are most used by the target segment, in order to ensure a more assertive communication strategy.
Marketing is not only applied in the goods and services market, but is increasingly being used by territories as a tool for economic development, attracting foreign investment, boosting tourism and increasing exports. In order to achieve these objectives, it is essential to integrate the strategic aspect, with particular emphasis on the incorporation of strategic planning, namely the diagnostic phase. This stage allows decision-makers to gain in-depth knowledge of territorial dynamics, facilitating the definition of actions aimed at enhancing competitive advantages and mitigating identified weaknesses. The literature emphasises that, given the intangible nature of the ‘tourist destination’ product, communication plays a key role in the visitor's decision-making process, as the choice of destination is strongly influenced by the quantity and quality of the information available. In this context, and considering that the main responsibility of Agência Monstros was to design media and implement communication actions to promote the Route to different audiences, this study aims to analyse, through a case study methodology, the strategic options adopted by the agency to publicise it. The aim is to identify the strengths and limitations of these choices and to present alternative proposals that can contribute to more effective communication of this type of product. The results obtained show that the combination of physical and digital media is an appropriate strategy. In the pre-trip phase, potential tourists mainly use digital sources, while at the destination, there is a prevalence of consumption of content available in physical sources. However, with regard to social networks, the lack of an analysis of the tourist profile led to the undifferentiated use of Facebook and Instagram, which resulted in a considerably disparate number of followers. It is therefore imperative that, in addition to a rigorous diagnosis of the territorial context, an analysis of communication channels be carried out to ascertain which ones are most used by the target segment, in order to ensure a more assertive communication strategy.