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Abstract(s)
Numa conjuntura onde se assiste a uma enorme concorrência entre territórios no que diz respeito á captação de novos recursos que impulsionam o desenvolvimento (investimentos, moradores, turistas, novas indústrias), torna-se essencial um plano estratégico aliado a uma perspectiva de marketing territorial.
Esta perspectiva de marketing territorial aliado a um plano estratégico constitui uma ferramenta essencial no que diz respeito á construção de uma imagem positiva e eficaz do território, que assim aumenta a sua capacidade de atrair recursos e reter os já existentes.
O propósito desta dissertação assenta num plano estratégico de Marketing Territorial para o municipio de Vouzela, no qual através de um diagnóstico multi-sectorial se avalia a percepção dos residentes relativamente ás dinâmicas de desenvolvimento, qualidade de vida e satisfação global do território.
Desse diagnóstico resulta numa análise SWOT onde se percepcionam as forças, as fraquezas, ameaças e as oportunidades, do território, e através destas desenvolve-se um plano estratégico de marketing territorial de forma a valorizar e estruturar o território , através de acções que assegurem a satisfação dos cidadãos, investidores e visitantes.
ABSTRACT: In a context where we see a huge competition between territories regarding the capture of resources that improve development ( investment , residents , tourists , new industries ) , it becomes essential a strategic plan coupled with a perspective of territorial marketing . This perspective of territorial marketing together with a strategic plan is an essential tool to the construction of a positive image of the territory , that increases their ability to attract resources and retain the existing ones . The aim of this paper is a strategic plan of Marketing Places, in Vouzela , which through a multi -sectoral diagnosis to evaluate the perceptions of residents regarding the dynamics of development, quality of life and overall satisfaction. Through SWOT analysis we became able to understand the strengths, weaknesses , threats and opportunities , and develop a strategic plan for Marketing Places in order to evaluate and structure the territory to achieve satisfaction of citizens , visitors and investors .
ABSTRACT: In a context where we see a huge competition between territories regarding the capture of resources that improve development ( investment , residents , tourists , new industries ) , it becomes essential a strategic plan coupled with a perspective of territorial marketing . This perspective of territorial marketing together with a strategic plan is an essential tool to the construction of a positive image of the territory , that increases their ability to attract resources and retain the existing ones . The aim of this paper is a strategic plan of Marketing Places, in Vouzela , which through a multi -sectoral diagnosis to evaluate the perceptions of residents regarding the dynamics of development, quality of life and overall satisfaction. Through SWOT analysis we became able to understand the strengths, weaknesses , threats and opportunities , and develop a strategic plan for Marketing Places in order to evaluate and structure the territory to achieve satisfaction of citizens , visitors and investors .
Description
Keywords
Marketing Territorial Plano Estratégico Camâra Municipal de Vouzela