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- Title
Destination Branding do Destino Porto: um estudo de caso.
- Authors
Ferreira Pinto, Carla Sofia; Fernandes, Filipa
- Abstract
This article examines how the communication and tourism promotion of the destination Porto (Portugal) are promoted and communicated, using techniques of brand destination, which means the creation and management of a city's brand in order to make it attractive to tourists. The communicative efforts of Porto's DMO (Destination Marketing Organization) were analyzed in order to understand what kind of messages are sent, their content and through which media these messages are published. The conclusion was that the city of Porto is promoted by three DMOs that work together to portray a favorable image of the destination, targeting each segment of the audience with specific content and media.
- Subjects
PORTO (Portugal); DESTINATION marketing organizations; TOURISM marketing; TOURIST attractions; PLACE marketing; INTEGRATED marketing; DESTINATION weddings
- Publication
Comunicação Pública, 2020, Vol 15, Issue 28, p1
- ISSN
1646-1479
- Publication type
Article
- DOI
10.4000/cp.7623