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

by ​Ph.D. Candidate  at Journal of Environmental Management and Tourism on Dec 05, 2012

  • 775 views

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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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 Presentation Transcript