O valor da marca “Turismo de Portugal”
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Data
2017
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Resumo
As marcas vêm progressivamente assumindo uma presença inevitável no mundo da
comunicação, nomeadamente da publicidade.
A marca “Turismo de Portugal” tem vindo a ganhar cada vez mais notoriedade, inserindose
aos poucos no universo das marcas mais prestigiadas a nível do turismo, sendo que em 2016,
o “Turismo de Portugal”, arrecadou o prémio de Europe's Leading Tourist Board (Melhor
Organismo Oficial de Turismo Europeu) nos World Travel Awards.
As marcas surgem como fator diferenciador para os consumidores na hora de decidir por
um produto. A satisfação e o valor percebido pelo consumidor são essenciais para a
continuidade das empresas e das suas marcas.
Neste contexto, a presente investigação tem como principal objetivo aferir o valor da
marca “Turismo de Portugal”, assente no modelo concetual de Brand Equity de Aaker (1998)
e Keller (1993; 1998), tendo como principais parâmetros de análise a notoriedade da marca,
qualidade percebida, lealdade à marca, associações à marca e personalidade da marca.
Foi utilizada uma metodologia mista (qualitativa e quantitativa), tendo sido elaborados
noventa questionário ao público, onde se verificou que esta marca tem notoriedade no mercado,
e uma entrevista a três entidades ligadas ao turismo sobre a sua perceção presente e futura sobre
o valor da marca “Turismo de Portugal”.
The brands are progressively assuming an unavoidable presence in the world of communication, particularly in advertising. The brand "Turismo de Portugal" has been gaining an ever growing awareness, inserting it slowly into the universe of the most prestigious brands in terms of tourism, and in 2016, the “Turismo de Portugal”, scooped the award for Europe’s Leading Tourist Board in World Travel Awards. Brands appear as differentiating factor for consumers when it comes to deciding how to use a product. The satisfaction and perceived value by consumers are essential for the continuity of the business and their brands. In this context, this research has as main objective to measure the value of the brand "Turismo de Portugal", based on the concetual model of Brand Equity of Aaker (1998) and Keller (1993; 1998), having as main parameters of analysis the brand awareness, perceived quality, brand loyalty, brand associations and brand personality. A mixed methodology (qualitative and quantitative) was used. Nineteen questionnaires were prepared and handed out to the public. From these it was revealed that this brand has a reputation in the market. Furthermore, we did an interview with three entities involved with tourism, on their perceptions about the present and future value of the brand "Turismo de Portugal”.
The brands are progressively assuming an unavoidable presence in the world of communication, particularly in advertising. The brand "Turismo de Portugal" has been gaining an ever growing awareness, inserting it slowly into the universe of the most prestigious brands in terms of tourism, and in 2016, the “Turismo de Portugal”, scooped the award for Europe’s Leading Tourist Board in World Travel Awards. Brands appear as differentiating factor for consumers when it comes to deciding how to use a product. The satisfaction and perceived value by consumers are essential for the continuity of the business and their brands. In this context, this research has as main objective to measure the value of the brand "Turismo de Portugal", based on the concetual model of Brand Equity of Aaker (1998) and Keller (1993; 1998), having as main parameters of analysis the brand awareness, perceived quality, brand loyalty, brand associations and brand personality. A mixed methodology (qualitative and quantitative) was used. Nineteen questionnaires were prepared and handed out to the public. From these it was revealed that this brand has a reputation in the market. Furthermore, we did an interview with three entities involved with tourism, on their perceptions about the present and future value of the brand "Turismo de Portugal”.
Descrição
Dissertação de Mestrado em Ciências da Comunicação
Palavras-chave
Marca , Turismo de Portugal , Notoriedade