The contribution of geomarketing to territorial marketing and image of mountain areas

Authors

  • Xavier Cameijo Mestre em Gestão e Programação do Património Cultural pela Faculdade de Letras da Universidade de Coimbra

DOI:

https://doi.org/10.14195/0871-1623_35_12

Keywords:

Mountain spaces, Territorial marketing, Geomarketing, Image, Logo

Abstract

This article aims to demonstrate how the different media influence the perception of places, applied to the particular case of mountain areas.
The contact of the individual with the territories has long since ceased to be a mere result of on-site knowledge. Today, more than its true characteristics and essences, the places are what they communicate and the image they disclose. This communication may be the direct result of the territorial marketing process, where there is a clear promotion of the territory based on its features and potentialities.
On the other hand, it can be the result of and indirect promotion through geomarketing, using the image of the place to sell a product. Thus, certain campaigns, brands or products have obtained such a significant impact that it has made many places renowned and it is from this image that they are currently still recognized.

https://doi.org/10.14195/0871-1623_35_11

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Author Biography

Xavier Cameijo, Mestre em Gestão e Programação do Património Cultural pela Faculdade de Letras da Universidade de Coimbra

FORMAÇÃO ACADÉMICA

2010-2013 | Licenciado em Geografia, pré-especialização em geografia humana, com média de 15 valores, pela Faculdade de Letras da Universidade de Coimbra.

2013-2015 | Mestre em Mestrado em Gestão e Programação do Património Cultural, com média final de 16 valores, pela Faculdade de Letras da Universidade de Coimbra.

PUBLICAÇÕES

CAMEIJO, Xavier (2015). O património cultural no marketing dos lugares e no desenvolvimentos dos territórios rurais: o concelho do Sabugal. Dissertação de Mestrado (17 valores).

CAMEIJO, Xavier (2015). Sabugal: marketing territorial a partir do património cultural. in SABUCALE - Revista do Museu do Sabugal. pp. 113-122.

 

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Published

2016-12-22

Issue

No. 35 (2016): Cadernos de Geografia n. 35

Section

Notas

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows sharing the work with recognition of authorship and initial publication in Antropologia Portuguesa journal.