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Authors
Advisor(s)
Abstract(s)
Nowadays, digital media allows us to access information about any destination from everywhere. It can be informational content
such as news, advertisement content or sharing of experiences and opinions. A strong and unique image is essential to transform a
mere place into a destination. The image formed in our mind has the ability to influence our decisions regarding the purchase of
products from a particular country, where to travel or where to migrate. Thus, the management of places as brands has brought
many competitive advantages. However, the images of the territories are increasingly becoming harder to control, making it
essential to regularly ascertain the perception of the image of the place by those who are abroad. Ideally it will be as close to reality
as possible. Therefore, this research aims to understand how tourists perceive the image of the brand Lisbon. The research
developed is quantitative, using the questionnaire survey as a data collection tool. The sample obtained has a total of 254
individuals. It was concluded that Lisbon is perceived very positively.
Description
Artigo baseado na apresentação para o ICIEMC - International Conference on Innovation And Entrepreneurship in Marketing and Consumer Behavior: Projecting the Future, the Future Is Now! Realizado, online, na Universidade Aveiro, 12-13 novembro de 2020
Keywords
Destination marketing Place branding Place brands Destination image Lisbon
Citation
Miranda, S. & Dias, D. (2020). Lisbon brand image perception: the perspective of tourists. Conference proceedings ICIEMC - International Conference on Innovation And Entrepreneurship in Marketing and Consumer Behavior, November 12-13, Aveiro, Portugal.
Publisher
Universidade de Aveiro