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Tourism destination image: Reflexão sobre as principais investigações internacionais

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O fenómeno turístico tem vindo a crescer nas últimas décadas, eclodindo também a quantidade de destinos turísticos e, por consequência, a competitividade entre eles que procuram a todo o custo diferenciar-se dos demais. Logo, com a quantidade disponível de destinos turísticos, nunca antes, foi tão importante o desenvolvimento do branding e sobretudo, do brand image. Criar estratégias eficientes para posicionar e comunicar os atributos dum destino turístico é ambição de qualquer destino, e para tal, é imprescindível a compreensão da Tourism Destination Image. Assim, esta comunicação procura reflectir sobre o conceito da imagem do destino turístico à luz das principais investigações internacionais.
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... Quando se fala em gerir territórios como produtos de marketing é preciso lembrar que as estratégias posicionam e comunicam os atributos dos lugares no intuito de se transformar em marcas (SCOTT;SCHEWL;FREDERICK, 1978;BREA;CARDOSO, 2011). Desta forma, cria-se uma relação sinergética com os públicos -interno e externo -para gerar desenvolvimento para um mesmo lugar. ...
... Quando se fala em gerir territórios como produtos de marketing é preciso lembrar que as estratégias posicionam e comunicam os atributos dos lugares no intuito de se transformar em marcas (SCOTT;SCHEWL;FREDERICK, 1978;BREA;CARDOSO, 2011). Desta forma, cria-se uma relação sinergética com os públicos -interno e externo -para gerar desenvolvimento para um mesmo lugar. ...
... Criar uma marca vinculada a um território pressupõe trabalhar com estratégias do mercado de consumo de produtos adaptadas que moldam, articulam e dão sentido e significado a toda a complexidade quando se refere a construir uma identidade, imagem ou (re)posicionamento de um lugar (KOTLER, 1999;(SCOTT;SCHEWL;FREDERICK, 1978;BREA;CARDOSO, 2011). Ainda há que se lidar com objetivos direcionados a públicos diversos, tanto interno quanto externo, atração de turistas, investidores, exportação de produtos locais, potencialidades locais, oportunidades externas, dentre outras, reforçando inclusive o pertencimento àquele território (HALL, 2001). ...
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... Neste contexto, temas como destination branding, destination image e brand image têm vindo a evidenciar-se nos estudos do turismo (Galí, Camprubí, & Donaire, 2017), tornando-se fundamentais para a competitividade (García, Gómez, & Molina, 2012) e diferenciação dos destinos (Hallmann, Zehrer, & Müller, 2015). O desafio é trabalhar para a criação de uma imagem forte, positiva e única (Brea & Cardoso, 2011). Perante este contexto, é essencial que os gestores do destino conheçam a imagem que este tem perante o seu público alvo (Martín-Santana, Beerli-Palacio, & Nazzareno, 2017;Stepchenkova & Morrison, 2008). ...
... Quando comparado ao branding dos produtos e serviços, a aplicação das estratégias de branding para as regiões, encontra-se na fase da infância (Brea & Cardoso, 2011). ...
... Portanto, quando relacionado com os destinos turísticos, o branding é fundamental para o aparecimento e desenvolvimento de destination brands . Consequentemente, o destination branding pode ser visto como um mix de elementos diferenciadores (Stepchenkova & Li, 2014), como nomes, sinais, logotipos, slogans, cor, designs, estilo e a própria herança cultural do lugar (Brea & Cardoso, 2011). Estes elementos influenciam positivamente a construção da imagem do destino turístico e os objetivos principais estão centrados na diferenciação do destino na mente do turista, na criação de afinidade com a marca e na sua correta comunicação com o target (Stepchenkova & Li, 2014). ...
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... Thus, more and more destinations are eliminated from the selection process due to their similar attributes and only those with a strong destination image will move on to the next decision phase (Gartner, 1994;Hosany, Ekinci, & Uysal, 2006;. Therefore, it is important for a tourist destination to define its brand and its global image (Brea & Cardoso, 2011;Kim, Holland, & Han, 2013;Kim & Perdue, 2011;Matos, Mendes, & Valle, 2012;Qu, Hyunjung, & Hyunjung, 2011). The concepts of destination brand (Li & Kaplanidou, 2013) and destination image (Hernández-Mogollón, Duarte, & Folgado-Fernández, 2016) are often confused (Tasci & Kozak, 2006); although literature does not converge, our standing, following the work of Hernández-Mogollon et al., (2018, p. 171), is that "image is only one part of the more global concept of brand, which results from the associations created with brands". ...
... As stated by several authors (Agapito, Valle, & Mendes, 2013;Baloglu & Brinberg, 1997;Pike &Ryan, 2004 andZhang, Fu, Cai, &Lu, 2014), the affective image can be defined as an emotional response taking into account the experiences in a particular destination. According to Brea & Cardoso (2011), the global image of a destination is based on the attributes (resources available at the destination), both individually and in an holistic form, constructing a mental imaginary of the destination as a whole. Therefore, it can be stated that the affective image influences the global image of the destination. ...
... This component refers to the beliefs and the knowledge of the objective attributes of a place, which can be either organic or induced (Agapito et al., 2013;Andrades-Caldito et al., 2012;Baloglu & Mccleary, 1999;Brea & Cardoso, 2011;Hosany et al., 2006;Kim & Perdue, 2011;Lee, 2009;Matos et al., 2012;Pike & Ryan, 2004). This knowledge can be related to tangible/functional aspects (e.g. ...
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... The complexity and multidisciplinary of the image concept allow it to be approached with different focuses, among which the image of a tourism destination, brand identity, brand value, territorial image, brand positioning and brand loyalty stand out (Brea & Cardoso, 2011;Kislali, Kavaratzis, & Saren, 2016). It is also studied in several areas of knowledge, namely marketing, psychology, anthropology, sociology and geography (Gallarza et al., 2002;Pike, 2002). ...
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