Branding the green. How place branding can contribute to the development of the Northwest of Portugal as green tourism destination
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Branding the green. How place branding can contribute to the development of the Northwest of Portugal as green tourism destination

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Destination Management and Branding in the Mediterranean Region...

Destination Management and Branding in the Mediterranean Region
Sustainable Tourism in Times of Crisis - 19th - 21st April 2012, Antalya, Turkey
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Branding the green. How place branding can contribute to the development of the
Northwest of Portugal as green tourism destination

EDUARDO OLIVEIRA*
Department of Planning & Environment, Faculty of Spatial Sciences,
University of Groningen, Groningen, The Netherlands
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http://newworldresearch.blogspot.com/2012/03/branding-green.html

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Branding the green. How place branding can contribute to the development of the Northwest of Portugal as green tourism destination Branding the green. How place branding can contribute to the development of the Northwest of Portugal as green tourism destination Presentation Transcript

  • 19th - 21th April 2012Branding the greenHow place branding can contribute to the developmentof the Northwest of Portugal as a green tourismdestination 4th ITW Conference Destination Management and Branding in the Mediterranean Region Antalya, Turkey Eduardo Oliveira Faculty of Spatial Sciences, University of Groningen, The Netherlands
  • IntroductionThe geographical area of research Economic and social background The economic contribution of the tourism in PortugalWhy embrace green and sustainability?Why the green economy and green tourism are important?Why brand the green? Why green tourism destination?Research questions.Concepts.Words for the future.
  • Places have a past, a present and aspire to a promising future
  • Places havenatural,natural cultural,ethnographic andinnovative assets
  • NatureEthnographyCommunities LandscapeDifferentiationCompetitiveness Development
  • The Place Where? Viana do Castelo Braga GuimarãesNorthwest of Portugal Porto
  • Conference theme: Sustainable Tourism in Times of Crisis Is the time in the NW Portugal Times of crisis :::Let s look to the statistics::: ´ 13%Photo from the general strike in LisbonMarch 2 2 , 2 012. January 2012 Sou rce: Statistics Portugal, North h t tp://www.ine.pt/
  • Economic and social backgroundUnemployment rate (values in %) Exponential Growth Unemployed population / north / 2011 :::250 thousands – 42%::: 2000 – 2011 Sou rce: Statistics Portugal, h t tp://www.ine.pt/ Portugal North14 12,7 12,712 11,9 11,1 10,8 9,710 9,1 9 8,7 10,1 88 7,1 7,8 8 8,2 7,1 7,8 6,26 6,5 6,1 3,8 4,14 3,7 3,720 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  • Economic and social background Public debt of 93% of GDP in 2010; The relocation of multinational enterprises to low-wage regions; Bring the budget deficit below 3% (Eurozone) 2014 Economic contraction Less international trade-exports Bailout EU / IMF / World BankSou rce: Statistics Portugal,h t tp://www.ine.pt/
  • The economic contribution of the tourism in Portugal 2011 Employment (total contribution): 17.8% US$bn 2011 jobsGDP (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
  • Long term growth, 2012-2022 of the tourism in Portugal 12-22 Growth rate of 1.2% till 2022 12-22 Growth rate of 1.8% till 2022Source: Portugal Economic Impact Report, The World Travel & Tourism Council (WTTC)http://www.wttc.org/site_media/uploads/downloads/portugal2012.pdf
  • Tourism in Portugal: Estimates & Forecasts 2012 2022 2012 - Black scenarioSource: Portugal Economic Impact Report, The World Travel & Tourism Council (WTTC)http://www.wttc.org/site_media/uploads/downloads/portugal2012.pdf
  • Why embrace green and sustainability?Green Economy Green TourismThe UN system / UN World Tourism Organization;The Bretton Woods institutions;The World Economic Forum;The Organisation for Economic Co-operation andDevelopment (OECD);The European Union (EU). Portugal takes part…They reiterated their commitment to green growth.
  • Why the green economy and green tourism are important? Green Economy Green Tourism 1. Tourism has significant potential as a driver for growth for the world economy. 2. The development of tourism is accompanied by significant challenges. 3. The green tourism has the potential to create new jobs. 4. Tourism development can be designed to support the local economy. 5. Investing in the greening of tourism can reduce the cost of energy, water and waste and enhance the value of biodiversity, ecosystems and cultural heritage.Source: United Nations Environment Programme, 2011 New engine ofhttp://www.unep.org/yearbook/2011/ growth
  • Green tourism destinationIs branding the Northwest as a green tourism destination the right strategy to address the contemporary issues?Is the process of branding an efficient and effective tool to achieve development and competitive advantage? Green tourism Green brand ?
  • Northwest of Portugal Green area Galicia/Spain Minho River Peneda Gerês National Park Douro River PortoDouro River Source: http://www.google.com
  • What green/verde? Peneda-Gerês National Park? Whole the NW countryside? Rivers? Moutains? Resources Ecotourism? Rural Tourism?
  • If you NW Portugal
  • If you Gerês
  • Branding the green Green tourism destinationPositioning a brand as a green brand entails an activecommunication and differentiation of the brand from itscompetitors through its environmentally soundattributes.Involvement with environmental issues constitutes anessential factor in environmental behavior.Future studies should aim to develop standardizedinstruments for measuring the perceptual and attitudinaleffects of alternative green positioning strategies,which finally should lead to the development of morecompetitive green branding initiatives. (Hartmann et al., 2005)
  • Place Destination Branding Branding “It is accepted that place marketing can be treated as an instrument of place management undertaken in pursuit of objectives that relate to the management of the place”.(Ashworth & Voogd, 1990) “A place brand strategy therefore is a plan for defining the most realistic, most competitive and most compelling strategic vision for the place”.(Anholt, 2003) Vision Goals Brand strategy Measures
  • Place Branding Brand the Green NW as green tourismDestination Branding destination Expounding the unresolved issues around its multiple goals; Reinforcing the concepts as a strategic marketing activities/initiatives; Preeminent tool for urban and regional development, planning and place management. Long term strategy to support economic and social weaknesses
  • Why green tourismWhy branding the green? destination? The Northwest has been seen as a green territory / landscape.. The National Strategic Plan for Tourism – mentioned the green.; European Union 2020 Strategy highlight the bioeconomy and sustainable / green / smart / inclusive growth.; Action plan for TourismDenominated as Green Coast until Development, mentioned the2008 by the tourism institutions. green.
  • Brand strategy Cooperation Select strategies Green features Coopetition Zineldin (2002) Analyse existing images Green tourismdestination brand Networking Determine goals Development Engage participants & Strategic / stakeholders Competitiveness networks Hank inson (2010); Ashworth & Kavaratzis (2010)We need – cooperation & competion; exchange relationship
  • What do we want to achieve? Northwest of Portugal Green tourism destination Only tourism or something more? Environment Community & engagement & Sustainability social justice Achieve wide Improve local values & inclusive cooperation development Development Planning tool & & placecompetitiveness management Defining a long term place branding strategy
  • Thank you for your attention Eduardo Oliveira e.h.da.silva.oliveira@rug.nl http://www.rug.nl/staff/e.h.da.silva.oliveira Any Questions?