Marketing Plan and Territorial Management: Vila Nova das Taipas (Portugal)

Author(s): Pedro Ruben Gonçalves (Polytechnic Institute of Cávado and Ave, Portugal), Bruno Barbosa Sousa (Polytechnic Institute of Cávado and Ave, Portugal & Applied Management Research Unit (UNIAG), Portugal & Centro de Investigação, Desenvolvimento e Inovação em Turismo (CiTUR), Portugal), João Abreu (Polytechnic Institute of Cávado and Ave, Portugal & ISCET, Portugal)and Manuel Sousa Pereira (Polytechnic Institute of Viana do Castelo, Portugal)
Copyright: 2025
Pages: 24
EISBN13: 9798337320748

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Abstract

The territorial development strategies constitute an important instrument for the adequate growth and pursuit of development mechanisms transversal to different local dynamics. Territorial Marketing has assumed, in addition to Strategic Planning, a relevant importance in view of the high competitiveness between territories. Territorial Marketing assumes itself as an important working tool in the strategic planning of territories, regardless of its magnitude and typology, enhancing the promotion and development of regions taking into account existing needs and potential. The present chapter is based on an analysis of a very specific territory – Vila de Caldas das Taipas, where gaps and substantial resources are recognized that allow us to develop a plan of action and sustainable strategic development that accompanies general growth. In this sense, an intervention strategy is developed that seeks above all to provide the socio-cultural and economic well-being of the resident population, visitors, and private agents.

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Marketing Plan and Territorial Management: Vila Nova das Taipas (Portugal)

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