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A legitimidade das marcas territoriais: Estudo de caso : Sul de França

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Description

Actualmente, os territórios lançam-se numa corrida turística. Devem, por conseguinte, definir a sua legitimidade enquanto "destino", estabelecendo uma singularidade e uma coerência. As marcas, os rótulos e os slogans estão, portanto, a aparecer e a tornar-se instrumentos de promoção que permitem identificar e valorizar o território com base em laços culturais e identitários. No entanto, a delimitação administrativa de um território não assenta necessariamente numa base cultural, nem forma uma territorialidade sentimental e vivida. Este estudo analisa a criação de marcas e rótulos territoriais como instrumentos de marketing e a sua utilização e impacto no sector do turismo. Foi efectuado um estudo de caso sobre a marca Sud de France na região de Languedoc-Roussillon.

Product Specifications

Format: paperback
ASIN: 6206025098
Category: Books > Subjects
Domain: Amazon UK
Release Date: 24 May 2023
Listed Since: 25 May 2023

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A legitimidade das marcas territoriais: Estudo de caso : Sul de França

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