Territorial Marketing and Image. The case of Graciosa island

Abstract

In a time of uncertainty, increase in spatial mobility and rising deregulation is important a major strategic reflection by approaching the future of places. The studied geographical area - Graciosa island - is a remote national territory which presents some constraints due to its insularity and the average distances involved. Nevertheless, the geographical position and its corresponding insular condition can present the value of places associated with idealised images of happiness and well-being. The main goal of this communication is to assess the ability of a (possible) territorial marketing strategy as a way to strengthen Graciosa’s image in order to achieve local development. In methodological terms in addition to the bibliographic research and the interviews to local agents we use a survey presented to an universe of population not born or living in Azores.