Publicação

A importância e valor da marca no turismo de Mbanza Kongo

Detalhes bibliográficos
Resumo:	Studies around brand and its value have been increasingly relevant in the context of scientific research. They assume that the brand assumes an increasingly relevant role in the relationship between organizations, institutions and their audiences. Today, because of the wide range of tourist destinations, brands represent more than organizations, they represent regions, cities and countries, e.g. territorial brands. Thus, tourist brands or local brands arise from the need to value the sites through their unique characteristics, boosting tourist visits and the sustainability of the destination. The city of Mbanza Kongo, a World Heritage Site since 2017, is a typical tourist destination that stands out from the competition through its historical and cultural heritage. This work aims to contribute to the tourism development of Mbanza Kongo city. The study to be developed will have two aspects, exploratory/descriptive and conclusive, with emphasis on qualitative analysis. It is intended that the results achieved in this research allow a deep reflection on the aspects that need to be reviewed, in order to paste Mbanza Kongo as a tourist destination of excellence.
Assunto:	MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE MBANZA KONGO ANGOLA TURISMO IMAGEM DE MARCA BRAND IMAGE MARKETING TOURISM
Ano:	2021
País:	Portugal
Tipo de documento:	dissertação de mestrado
Identificadores:	ID: tid:202634663
Tipo de acesso:	Aberto
Instituição associada:	ReCiL - Repositório Científico Lusófona
Código do projeto financiado:	tid:202634663
Idioma:	português
Origem:	ReCiL - Repositório Científico Lusófona

Descrição
Resumo:	Studies around brand and its value have been increasingly relevant in the context of scientific research. They assume that the brand assumes an increasingly relevant role in the relationship between organizations, institutions and their audiences. Today, because of the wide range of tourist destinations, brands represent more than organizations, they represent regions, cities and countries, e.g. territorial brands. Thus, tourist brands or local brands arise from the need to value the sites through their unique characteristics, boosting tourist visits and the sustainability of the destination. The city of Mbanza Kongo, a World Heritage Site since 2017, is a typical tourist destination that stands out from the competition through its historical and cultural heritage. This work aims to contribute to the tourism development of Mbanza Kongo city. The study to be developed will have two aspects, exploratory/descriptive and conclusive, with emphasis on qualitative analysis. It is intended that the results achieved in this research allow a deep reflection on the aspects that need to be reviewed, in order to paste Mbanza Kongo as a tourist destination of excellence.