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A marca de destino “Rio Maior” e a perceção dos residentes sobre a sua integração na Entidade Regional de Turismo do Alentejo e Ribatejo
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O marketing dos destinos turísticos depende de estratégias eficazes de diferenciação e posicionamento no mercado, como condição sine qua non para o desenvolvimento territorial. Assim, o branding de destinos aparece como elemento fulcral na construção de uma imagem de destino competitiva, em articulação com a identidade territorial que reflete não só os recursos e características do território, como os seus valores e sentimentos de pertença das comunidades. Um dos objetivos desta dissertação consiste em analisar a identidade territorial e a marca de destino Rio Maior, tendo como foco particular a antiga região do Ribatejo e a sua integração parcial na Entidade Regional de Turismo do Alentejo e Ribatejo. Do ponto de vista metodológico, o presente estudo adota uma abordagem quantitativa, que se baseia na aplicação de um questionário aos residentes de Rio Maior. Desta forma, foi possível recolher dados sobre a perceção dos atributos do destino, o grau de identificação com o território, a avaliação da marca de destino turístico e as perceções face à integração regional da Região do Ribatejo. Os resultados deste estudo sugerem que, para os residentes, a identidade territorial tem um papel determinante na formação da imagem e da marca do destino, destacando os elementos culturais, sociais e simbólicos para a valorização dos territórios. Além disso, o estudo revela que os riomaiorenses adotam pontos de vista diferenciados sobre a integração de Rio Maior na Entidade Regional de Turismo, denotando uma eventual incongruência entre as suas identidades históricas e as novas configurações de organização territorial. O estudo realça ainda a ideia de que a valorização das identidades locais e o envolvimento dos residentes ajudam a construir uma marca de destino competitiva, sendo para isso fundamental o desenvolvimento de estratégias de marketing territorial, coerentes e adaptadas ao território em estudo.
The marketing of tourist destinations depends on effective strategies for differentiation and market positioning, which are essential for regional development. Thus, destination branding emerges as a key element in building a competitive destination image, in conjunction with a regional identity that reflects not only the region’s resources and characteristics but also its values and the communities’ sense of belonging. One of the objectives of this dissertation is to analyze the territorial identity and destination brand of Rio Maior, with a particular focus on the former Ribatejo region and its partial integration into the Alentejo and Ribatejo Regional Tourism Authority. From a methodological standpoint, this study adopts a quantitative approach based on the administration of a questionnaire to residents of Rio Maior. This made it possible to collect data on perceptions of the destination’s attributes, the degree of identification with the territory, the evaluation of the tourism destination brand, and perceptions regarding the regional integration of the Ribatejo Region. The results of this study suggest that, for residents, territorial identity plays a decisive role in shaping the destination’s image and brand, highlighting cultural, social, and symbolic elements as key to enhancing the value of these territories. Furthermore, the study reveals that residents of Rio Maior hold differing views on the integration of Rio Maior into the Regional Tourism Authority, indicating a potential incongruity between their historical identities and the new configurations of territorial organization. The study further emphasizes the idea that the promotion of local identities and the involvement of residents help build a competitive destination brand, for which the development of coherent territorial marketing strategies adapted to the territory under study is fundamental.
The marketing of tourist destinations depends on effective strategies for differentiation and market positioning, which are essential for regional development. Thus, destination branding emerges as a key element in building a competitive destination image, in conjunction with a regional identity that reflects not only the region’s resources and characteristics but also its values and the communities’ sense of belonging. One of the objectives of this dissertation is to analyze the territorial identity and destination brand of Rio Maior, with a particular focus on the former Ribatejo region and its partial integration into the Alentejo and Ribatejo Regional Tourism Authority. From a methodological standpoint, this study adopts a quantitative approach based on the administration of a questionnaire to residents of Rio Maior. This made it possible to collect data on perceptions of the destination’s attributes, the degree of identification with the territory, the evaluation of the tourism destination brand, and perceptions regarding the regional integration of the Ribatejo Region. The results of this study suggest that, for residents, territorial identity plays a decisive role in shaping the destination’s image and brand, highlighting cultural, social, and symbolic elements as key to enhancing the value of these territories. Furthermore, the study reveals that residents of Rio Maior hold differing views on the integration of Rio Maior into the Regional Tourism Authority, indicating a potential incongruity between their historical identities and the new configurations of territorial organization. The study further emphasizes the idea that the promotion of local identities and the involvement of residents help build a competitive destination brand, for which the development of coherent territorial marketing strategies adapted to the territory under study is fundamental.
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Identidade territorial Branding de destinos Marketing territorial Residentes Ribatejo Rio Maior