Repositório Colecção: iMARKE - Conf-I
https://hdl.handle.net/1822/14325
iMARKE - Conf-I2024-03-19T04:26:31ZO papel da Capital Europeia da Cultura Guimarães 2012: fator de atração do turista espanhol
https://hdl.handle.net/1822/25978
Título: O papel da Capital Europeia da Cultura Guimarães 2012: fator de atração do turista espanhol
Autor: Corte, Denise Pinheiro; Azevedo, António Joaquim Araújo de
Resumo: As transformações globais têm vindo a repercutir-se na dinâmica dos territórios, reservando
um novo protagonismo quanto às vantagens competitivas e capacidade de resposta face aos
desafios impostos pela globalização, requerendo maiores níveis de competitividade.
Os eventos como as Capitais Europeias da Cultura (CEC’S) têm sido encarados como
estratégias adotadas pelas cidades europeias como de projeção internacional, possuindo a
capacidade de envolver as comunidades no processo de gestão local e de atrair turistas.
Neste cenário, o estudo manifesta que mais de metade dos inquiridos, sabendo que
Guimarães é CEC 2012, não tem intenção de visita, o que acaba por medir a notoriedade da
cidade Guimarães demonstrando falta de saliência junto do público espanhol.; The global changes have been increasingly reflecting themselves in the dynamics of
territories giving way to a new significance regarding the competitive advantages and
ability to cope with the new challenges brought by globalization requiring from them higher
levels of competitiveness.
Events like "European Capitals of Culture" have been viewed as strategies adopted by the
European cities as a means of promotion and international visibility. They are seen has
drivers of local development having the ability to involve the communities in the process of
local government and captivating tourists.
In this context, the study shows that more than half of the inquired individuals, knowing
that Guimarães is the 2012 European Capital of Culture, has no intention to visit the city,
finding that measures the notoriety of the city of Guimarães showing the lack of an
effective promotional campaign specifically directed to the Spanish public.
<b>Tipo</b>: conferencePaper2013-11-06T15:16:12ZCity sustainable governance and city marketing monitoring system: a meta-analysis
https://hdl.handle.net/1822/25977
Título: City sustainable governance and city marketing monitoring system: a meta-analysis
Autor: Azevedo, António Joaquim Araújo de
Resumo: According to the maxim “you can only manage what you can measure” so the “explosion of interest in the quality of governance is driving an explosive growth in the use of governance indicators” (Arndt and Oman, 2006, p.11).
The author suggests the adoption of an integrated approach (Braun, 2008) in order to measure the most relevant indicators resulting from the Millennium Development Goals (MDG) adopted by the UN member states in the year 2000 and the “Right to the city” paradigm, the inclusive and sustainable city model.
This paper develops a meta-analysis of city governance indicators systems and aims to discuss the role of strategic planning and territorial marketing adding a new dimension or category (UN-Habitat, 2010): the city marketing/branding indicators system.
<b>Tipo</b>: conferencePaper2013-11-06T15:05:37ZQuality of life and place sustainability: a residents’ view
https://hdl.handle.net/1822/25976
Título: Quality of life and place sustainability: a residents’ view
Autor: Azevedo, António Joaquim Araújo de; Custódio, M. J.; Perna, F.
Resumo: The concept of sustainability applied to the territories implies an integrated perspective considering the economic, the social, the environmental and the institutional dimensions. A vision of sustainability is nowadays crucial to the success of places, a condition in which the adoption of a Place Marketing Policy to create value and to emphasize identities is definitively interiorized by the literature. The success is achieved when the actors (citizens, visitants, business sector and all the actors that live the territory) obtain satisfaction from the territory performance and meet their expectations. A territory environmentally qualified, economically valuable, socially coherent and consistent in its heterogeneity, where the local agents are active participants and not spectators of the territory changes represents the objectives and the crucial condition for the development of a strategic marketing policy destination.
A theoretical framework based on the contributions of Breakwell (1992, 1993), Hidalgo and Hernandez (2001), Twigger-Ross and Uzzell (1996) was developed and applied to Portimão a city located on south-western Algarve, Portugal. The study aims to describe and understand the causal relations between independent variables (individual characteristics, residential time and quality of life attributes) and dependent measures (place attachment and place-related identity).
<b>Tipo</b>: conferencePaper2013-11-06T14:55:51ZMarket orientation in the non-profit sector: an exploratory study
https://hdl.handle.net/1822/328
Título: Market orientation in the non-profit sector: an exploratory study
Autor: Pinho, José Carlos M.; Macedo, Isabel Maria
Resumo: It has been largely emphasised in the literature that a market orientation can provide important competitive advantages to organisations. However, for-profit organisations have so far been the focus of much of the market orientation research and less emphasis has been put on other organisational contexts, such as the non-profit sector. Therefore, the purpose of this paper is to apply the construct of market orientation to the non-profit sector and to assess its psychometric properties in the particular context of a Portuguese sample of non- profit organisations.
<b>Tipo</b>: conferencePaper2003-11-14T17:17:09Z