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A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
A Region as Destination: Towards a Place Branding Strategy for the North of Portugal
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A Region as Destination: Towards a Place Branding Strategy for the North of Portugal

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Abstract …

Abstract
Place branding aims to make a country, a region, a city or a tourism destination stand out in the complex and changing marketplace, enhance the place reputation and contribute to the development. A place branding strategy asserts the place’s uniqueness and factors of differentiation namely for tourism purposes. This assertion of uniqueness often emphasises the historical, social, human, and cultural assets of the place. These assets are fundamental for tourism and the development of tourism destinations (e.g. cities, regions). Tourism has often been seen as an important and dynamic sector in the economy of those places.
The scope of this paper is to explore a possible place branding strategy for regions, such as the Northern part of Portugal, emphasising the tourism potential. Our aim is to reinforce tourism as necessary for an economic and social transformation and as a response to the contemporary challenges the region is facing (e.g. weak economic confidence, unemployment).
The novelty of this paper lies in the theoretical approach that positions place and destination branding theories as strategic spatial planning instruments and intends to contribute to the academic debate around the implementation of a long-term place branding process as part of a planning strategy to support a strategic change in regions.
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Keywords
Destination branding, Place branding, Portugal, Strategic spatial planning, Tourism.
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Author details
Eduardo Henrique da Silva Oliveira
Department of Spatial Planning & Environment
Faculty of Spatial Sciences, University of Groningen

Author biography
Eduardo is a Ph.D. researcher at the Department of Spatial Planning & Environment, Faculty of Spatial Sciences, University of Groningen, The Netherlands. He was born in Braga, Portugal, and studied Geography and Planning at the University of Minho, Portugal. Then, he completed a post-degree in Tourism and Regional Development at the Portuguese Catholic University and he currently holds a M.Sc. in Marketing and Strategic Management from the School of Economics and Management, University of Minho and University Sains Malaysia. His work focuses on the theory and practice of place branding in strategic spatial planning.
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Corresponding author
Department of Spatial Planning & Environment
Faculty of Spatial Sciences, University of Groningen
e.h.da.silva.oliveira@rug.nl

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  • Our Western society is facing major developments, challenges and opportunities that are affecting our cities and regions directly or indirectly:
  • Expected to increase 1.2%
  • Our Western society is facing major developments, challenges and opportunities that are affecting our cities and regions directly or indirectly:
  • Our Western society is facing major developments, challenges and opportunities that are affecting our cities and regions directly or indirectly:
  • Our Western society is facing major developments, challenges and opportunities that are affecting our cities and regions directly or indirectly:
  • Transcript

    • 1. A Region as Destination:Towards a Place Branding Strategy for the North of Portugal Eduardo Oliveira Department of Spatial Planning and Environment, Faculty of Spatial Sciences University of Groningen, The Netherlands
    • 2. Contents  Background of the discussion;  The growing complexity & challenges Portugal and N.PT.;  Tourism as necessary (…); The economic impact (…);  Research question;  What is place branding;  What is strategic planning?  What are the links?  Contribute for the development; Towards a place branding strategy;
    • 3. Places have a past, a present and aspire to a promising future. Places often emphasise the historical, social, human, and cultural assets, features…. However…
    • 4. The growing complexity in places, such as cities and regions Challenges Major issues Albrechts, 2010 de Roo & Rauws, 2012 Approaching the research area European Union Portugal North of Portugal
    • 5. Places are facing crucial issues, causing structural change (Albrechts, 2010) Financial crisis Economic crisis Social crisis Unemployment rates, European Union (Eurostat, July 2012)
    • 6. Portugal is facing challenges I Unemployment Economic stagnation Government debtSource: Portugal Bank, http://www.bportugal.pt Economic growth feeble or negative
    • 7. Portugal is also facing challenges IILow purchasing power Relocation / Bankrupt Minimum Wage in Some EU Countries Google
    • 8. The North of Portugal is also facing challenges I Resident Pop.: 3,741,092 Statistical cities: 53 Towns: 199 Viana do Castelo Bragança Braga GuimarãesNorth of Portugal Porto INE; Google Maps
    • 9. The North of Portugal is also facing challenges II Unemployment Recipients of unemployment benefits of Social Security 40% Portuguese Parliament, 16/10/2012 North of Portugal % Unit: thousandsSource: Statistics Portugal; Bank of Portugal, 2012 42% of the Unemployed pop in Portugal
    • 10. 4 different types of response Framework for change The role of planners & place managersReactive  Rear-view mirror Portugal as tourism destinationInactive Going with the flowPre-active Preparing for the future North as tourism destinationPro-active  Designing the future – making it happen  Creative thinking about possible futures  How to get there? there Why tourism? Why the region as destination?
    • 11. Tourism as necessary for an economic and social transformation Why? response to the contemporary challenges Portugal as tourism destination ExperienceSource: IPDT, http://www.ipdt.pt/ficheiros_upload/IPDT%20-%20Barometro%20Internacional(1).pdf, October 2012
    • 12. Tourism as necessary for an economic and social transformation Why? response to the contemporary challenges Portugal as tourism destination AttractivenessSource: IPDT, http://www.ipdt.pt/ficheiros_upload/IPDT%20-%20Barometro%20Internacional(1).pdf, October 2012
    • 13. Tourism as necessary for an economic and social transformation Why? response to the contemporary challenges Portugal as tourism destination ImageSource: IPDT, http://www.ipdt.pt/ficheiros_upload/IPDT%20-%20Barometro%20Internacional(1).pdf, October 2012
    • 14. Tourism as necessary for an economic and social transformation Why? response to the contemporary challenges Portugal as tourism destination ProductSource: IPDT, http://www.ipdt.pt/ficheiros_upload/IPDT%20-%20Barometro%20Internacional(1).pdf, October 2012
    • 15. Tourism as necessary for an Why? economic and social transformation response to the contemporary challengesThe Economic Impact of Tourism in Portugal GDP 2011 GDP (direct contribution): 5.3% US$bnGDP (total contribution): 15.2%Source: Portugal Economic Impact Report, The World Travel & Tourism Council (WTTC)http://www.wttc.org/site_media/uploads/downloads/portugal2012.pdf
    • 16. Tourism as necessary for an Why? economic and social transformation response to the contemporary challenges The Economic Impact of Tourism in Portugal Employment Direct contribution Total contribution - 2011: 17.8% Expected to increase 1.2% 2011 jobs Total contribution - 2022: 19%Source: Portugal Economic Impact Report, The World Travel & Tourism Council (WTTC)http://www.wttc.org/site_media/uploads/downloads/portugal2012.pdf
    • 17. Tourism as necessary for an Why? economic and social transformation response to the contemporary challenges The Economic Impact of Tourism in Portugal 2011 2011 2012 2022 2022 2022 US$bn % of total growth US$bn % of total growthSource: Portugal Economic Impact Report, The World Travel & Tourism Council (WTTC)http://www.wttc.org/site_media/uploads/downloads/portugal2012.pdf
    • 18. Challenges Tourism Place Branding Strategic Spatial Planning Why? How? The national program for spatial planning Place branding can be used as strategic spatialplanning instrument to support a strategic change in direction of regions (e.g. image; position) Embedding of tourism for regional development Response to the challenges?
    • 19. What is our understanding about Place Branding? If branding is a part of If branding is wider thanmarketing, then branding marketing, then branding is: is: Communication tool;  A strategic development tool; A task for advertisers and  A task for local authorities graphic designers; and stakeholders; planners; Disconnected from the  Connected to the places places identities; identities; Apolitical;  Effective in creating Ineffective in creating sense/pride of place; sense/pride of place;  Effective in attracting Ineffective in attracting investment; investment;  Effective in attracting visitors; Effective in attracting  Effective in attracting talent visitors. people/researchers; Kalandides, Kavaratzis & Ashworth, 2010
    • 20. What is our understanding about Place Branding?“A place brand strategy is a plan for definingthe most realistic, most competitive andmost compelling strategic vision for the place” (Anholt, 2003). “Place branding as a long-term strategic activity” (Hankison, 2010).“Place branding can be used as at least part of policies aimed at:  To fostering economic restructuring;  Community participation ;  Political engagement; engagement  To secure visibility, create value; value To reinforce local identity;  To reinforce the physical and psychological well-being of citizens To achieve competitive advantage (e.g.): To increase inward investment; investment To increase tourism revenues”; revenues” (Ashworth, 2010).
    • 21. What is strategic spatial planning? … As response to challenges at Determining the strengths economic and social level. and weaknesses …what a place is and what it e ? et t he r w to g might become. Ho A run for specified goals Where do we want to go? Designing the future. Prepare a response. Enabling change.Friedmann, 1982; Throgmorton, 1996; Kotter, 1996; Innes & Booher, 1999; Kunzmann, 2000; Hillier, 2002; Healey, 2007; Albrechts, 2010; 2012.
    • 22. What is strategic spatial planning?A transformative and integrative public sector, co-productive, sector co-productivesocio-spatial process through which visions or frames ofreference, the justification for coherent actions, and the meansfor implementation are produced that shape, frame and shapereframe… …what a place is and what it might become.As response to challenges at economic and social level;Active force in enabling change;Focuses on determining the strengths and weaknesses; weaknessesFocuses on place qualities and assets (e.g. cultural,physical and social); Albrechts, (2010; 2012) Healey, (1997, 2006) Kunzmann, (2000)
    • 23. What is strategic planning? Characteristics Not authoritarian &Negotiated & participatory prescriptive Pro-active Not reactive Flexible Not rigid Integrative Not sectoral Not confined to single Transcends spatial jurisdictions jurisdiction Ashworth et al., 2010
    • 24. Place Branding Strategic Planning What are the links? Highlight assets InclusivenessEnvisioning -Visions Common engagement Common objectives Create identity Communication – Radical change Tourism message spatial context Dynamic/creative Development process Strategic thinking towards a place branding strategy
    • 25. What is going on in terms of Place & Destination Branding? mm-dd-yy | 25 Spatial Scale Country Award of Best Tourism FilmPlace branding or country promotion? Any strategy?
    • 26. What is going on in terms of Place & Destination Branding? mm-dd-yy | 26 Spatial Scale North region of Portugal GOALS? Talent Investment? Tourism? attraction? Economic Cohesion? Engagement? restructuring? Place Branding or Any place branding tourism promotion? strategy?
    • 27. Place & Destination Branding and Strategic Planning? Destination Portugal
    • 28. What is strategic for the region as destination? North of Portugal
    • 29. Place & Destination Branding and Strategic Planning?Tourism Planning? Urban Planning with goals for tourism? Strategy in it?
    • 30. The National Tourism Program for Branding?Spatial Planning Portugal as Destination Mention tourism? Any common place branding strategy?The National Program for Spatial Planning: The national program for spatial planning  Goal 1.10 – Protect and enhance the heritage  Goal 2.6 – Strategy for tourism  Goal 3.4 – Tourism as a driving force for less developed regions in the country  Goal 4.6 – Boost Cultural tourism Tourism as key for development
    • 31. The Portuguese strategic planning documents mention branding? They attempt to any common place branding strategy?The National Program The Operational Branding? for Spatial Planning Branding? Program for the North 2007-2013 Spatial scale - Portugal Spatial scale - North The national program for spatial planning Applying the same methodology Branding? Marketing? Competitiveness? Development? BrandingPromotion? Strategy? Marketing Strategy? Image?Searching for key words – reading the priorities of the documents
    • 32. The National Program The Operational Branding? for Spatial Planning Branding? Program for the North 2007-2013Spatial scale - Portugal Spatial scale - North  No Branding?  Yes  No Promotion?  Yes  No Marketing?  Yes The national program for spatial planning  No Branding Strategy?  No  Yes Development?  Yes (social, economic, e.g.)  No Image?  Yes  Yes Territorial  Yes competitiveness?  No Marketing Strategy?  No
    • 33. How can a place branding strategy contribute to thedevelopment of the North of Portugal as destination? GeneralDevelopment Well-being of citizens Enhance the regional More control ofcompetiviveness environment Natural places Enhance regional identity
    • 34. Place Branding Strategy – Region as destination – does it work?Integrated in a Functional, wide strategy physical attributes Clear focus on limited objectives The national program for spatial planning Select the right It is not a strategies magic solution Engage Analyse of stakeholders existing imagesZineldin, 2002; Rainisto, 2003; Ashworth & Kavaratzis, 2010; Hankinson, 2010
    • 35. References- Albrechts, L. (2012). Reframing strategic spatial planning by using a coproduction perspective. PlanningTheory, 0, 01–18.- Albrechts, L. (2010). More of the same is not enough! How could strategic spatial planning be instrumentalin dealing with the challenges ahead?. Environment and Planning B: Planning and Design, 37, 1115–1127.- Ashworth, G. (2005). Can a Dutch city become Italian? A strategic change of heart in Groningen,Netherlands. In F. Martinelli (Ed.), La Plianificazione strategic in Italia e in Europa Francoangeli, Milan, 181-202.- Ashworth, G. (2009). The Instruments of Place Branding: How is it done? European Spatial Research andPolicy, 16, 9-22.- Ashworth, G. and Kavaratzis, M. (Eds.) (2010). Towards Effective Place Brand Management - Branding The national program for spatial planningEuropean Cities and Regions. Cheltenham: Edward Elgar Publishing Limited.Ashworth, G.(2011). Should we brand places?. Journal of town and city management. 1,3, 248-252.- Hankinson, G., (2010). Place Branding Theory: A Cross-Domain Literature Review from a MarketingPerspective. In G. Ashworth and M. Kavaratzis (Eds.) Towards Effective Place Brand Management-BrandingEuropean Cities and Regions (pp.15-35). Cheltenham: Edward Elgar Publishing Limited.- Kavaratzis, M. and Ashworth, G. (2008). Place marketing: how did we get here and where are we going?Journal of Place Management and Development 1(2), 150-165.- Kavaratzis, M., and Ashworth, G. (2010). Place branding: where do we stand? In G. Ashworth and M.Kavaratzis (Eds.) Towards Effective Place Brand Management - Branding European Cities and Regions.Cheltenham, UK: Edward Elgar Publishing Limited, (pp. 1-14).-Statistics Portugal (2012). Tourism Statistics–2011, http://www.ine.pt/-Future Brand (2012), http://www.futurebrand.com/(others)
    • 36. Eduardo Oliveira e.h.da.silva.oliveira@rug.nlhttp://www.rug.nl/staff/e.h.da.silva.oliveira https://twitter.com/eduoliveira98 Any questions?

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