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Authors
Advisor(s)
Abstract(s)
A facilidade em viajar, a valorização das trocas culturais e a maior expressividade do turismo, trazem consigo novos desafios que impactam as sociedades e exigem rápida resposta. É preciso manter e potenciar a atratividade, não esquecendo a identidade do local. Este contexto levou a que as nações começassem a ser analisadas enquanto marcas e, por consequência, assimilados os seus valores e atributos, comparando-os com os demais.
Partindo do pressuposto de que, efetivamente, as nações são marcas com posicionamento e estratégias definidas, esta dissertação procura analisar o contributo dos festivais de música para a promoção das mesmas. Se a Globalização facilita as trocas comerciais e culturais, os festivais de música podem ser entendidos como causa ou consequência desse processo. Os eventos têm sido apontados como uma das ferramentas de promoção de um país, razão pela qual se considerou pertinente aferir sobre o papel dos festivais de música para a promoção da marca Portugal.
Para tal, foi desenvolvida uma investigação do tipo qualitativa que assenta na realização de entrevistas semiestruturadas a profissionais cujo testemunho se considera altamente relevante para a compreensão da temática em estudo. Da análise dos seus contributos foi possível concluir que os festivais de música integram o planeamento estratégico de marca enquanto ferramenta de comunicação e ativo qualificador do destino.
ABSTRACT: The increased ease of travel, the appreciation of cultural exchanges and the growth of tourism, bring new challenges that impact societies and require a quick and effective response. It is necessary to maintain and enhance the attractiveness, not forgetting the identity of the place. This context led to the nations beginning to be analyzed as brands and, as a consequence, their values and attributes start being compared with the others. Based on the assumption that nations are, in fact, brands with defined positions and strategies, this dissertation seeks to analyze the contribution of music festivals to promote them. If Globalization facilitates cross-border trade and cultural sharing, music festivals can be understood as the cause or consequence of this process. Events have been mencioned as a tool to promote a country, reason why we believe it is relevant to study the role of portuguese music festival in the promotion of Portugal brand. To that end, we developed a qualitative approach based on semi-structed interviews with four professionals whose testimony is considered highly relevant for the understanding of this subject. From the analysis of their contributions it was possible to conclude that music festivals are part of the brand strategic planning as a communication tool and a qualifying asset of the destination.
ABSTRACT: The increased ease of travel, the appreciation of cultural exchanges and the growth of tourism, bring new challenges that impact societies and require a quick and effective response. It is necessary to maintain and enhance the attractiveness, not forgetting the identity of the place. This context led to the nations beginning to be analyzed as brands and, as a consequence, their values and attributes start being compared with the others. Based on the assumption that nations are, in fact, brands with defined positions and strategies, this dissertation seeks to analyze the contribution of music festivals to promote them. If Globalization facilitates cross-border trade and cultural sharing, music festivals can be understood as the cause or consequence of this process. Events have been mencioned as a tool to promote a country, reason why we believe it is relevant to study the role of portuguese music festival in the promotion of Portugal brand. To that end, we developed a qualitative approach based on semi-structed interviews with four professionals whose testimony is considered highly relevant for the understanding of this subject. From the analysis of their contributions it was possible to conclude that music festivals are part of the brand strategic planning as a communication tool and a qualifying asset of the destination.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Publicidade Eventos culturais Festivais de música Identidade cultural Imagem Marca-Nação Portugal Advertising Cultural events Music festivals Cultural Identity Image Brand-Nation
Citation
Lousada, F.C. (2018). O contributo dos festivais de música para a promoção da marca-nação. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social