branding the green. how place branding can contribute to the development of the northwest of...
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19th - 21th April 2012
Branding the green
How place branding can contribute to the development of the Northwest of Portugal as a green tourism destination
4th ITW Conference
Destination Management and Branding in the Mediterranean Region
Antalya, Turkey
Eduardo Oliveira
Faculty of Spatial Sciences, University of Groningen, The Netherlands
� Introduction
� The geographical area of research
�Economic and social background
�The economic contribution of the tourism in Portugal
� Why embrace green and sustainability?
� Why the green economy and green tourism are important?
� Why brand the green?
�Why green tourism destination?
� Research questions.
� Concepts.
� Words for the future.
Places have a past, a present and aspire to a promising future
Places have naturalnatural, cultural,
ethnographic and innovative assets
Nature
Ethnography
Communities
Landscape
DifferentiationDifferentiation
Competitiveness
DevelopmentDevelopment
Where?
Northwest of Portugal
The Place
Viana do Castelo
Braga
Guimarães
Porto
Conference theme: Sustainable Tourism in Times of Crisis
Times of crisisIs the time in the NW Portugal
Photo from the general strike in Lisbon March 22, 2012.
:::Let´s look to the statistics::: 13%
North
January 2012
Sou rce: Statistics Portugal,h ttp://www.ine.pt/
Economic and social background
Exponential Growth
Unemployed population / north / 2011:::250 thousands – 42%:::
3,7
4,16,1
6,5
7,1 8 8,27,8
7,8
10,1
11,1
10,8
3,8
3,7
6,2
7,1
8
99,7
9,1 8,7
11,9
12,712,7
0
2
4
6
8
10
12
14
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Portugal North
Unemployment rate (values in %)
2000 – 2011Sou rce: Statistics Portugal,h ttp://www.ine.pt/
Economic and social background
� Public debt of 93% of GDP in
2010;� The relocation of
multinational enterprises tolow-wage regions;
Economic contraction
Less international
trade-exports
Bailout EU / IMF / World Bank
Bring the budget deficit
below 3% (Eurozone) 2014
Sou rce: Statistics Portugal,h ttp://www.ine.pt/
The economic contribution of the tourism in Portugal
GDP (total contribution): 15.2%
2011US$bn
2011
jobs
Employment (total contribution): 17.8%
Source: Portugal Economic Impact Report, The World Travel & Tourism Council (WTTC)http://www.wttc.org/site_media/uploads/downloads/portugal2012.pdf
Long term growth, 2012-2022 of the tourism in Portugal
Growth rate of 1.8% till 2022
12-22
12-22
Growth rate of 1.2% till 2022
Source: Portugal Economic Impact Report, The World Travel & Tourism Council (WTTC)http://www.wttc.org/site_media/uploads/downloads/portugal2012.pdf
Tourism in Portugal: Estimates & Forecasts
2012 - Black scenario
2012 2022
Source: Portugal Economic Impact Report, The World Travel & Tourism Council (WTTC)http://www.wttc.org/site_media/uploads/downloads/portugal2012.pdf
� The UN system / UN World Tourism Organization;
� The Bretton Woods institutions;
� The World Economic Forum;
� The Organisation for Economic Co-operation and
Development (OECD);
� The European Union (EU).
Why embrace green and sustainability?
Green Economy Green Tourism
They reiterated their commitment to green growth.
Portugal takes part…
Why the green economy and green tourism are important?
1. Tourism has significant potential as a driver for growthfor the world economy.
2. The development of tourism is accompanied bysignificant challenges.
3. The green tourism has the potential to create newjobs.
4. Tourism development can be designed to support thelocal economy.
5. Investing in the greening of tourism can reduce thecost of energy, water and waste and enhance the value ofbiodiversity, ecosystems and cultural heritage.
Green Economy Green Tourism
Source: United Nations Environment Programme, 2011
http://www.unep.org/yearbook/2011/
New engine of
growth
Green tourism destination
?
Is branding the Northwest as a green tourism destination the
right strategy to address the contemporary issues?
Is the process of branding an efficient and effective tool to
achieve development and competitive advantage?
Green tourism
Green brand
Northwest of Portugal Green area
Minho
River
Douro River
Peneda
GerêsNational Park
Porto
Douro River
Galicia/Spain
Source: http://www.google.com
What green/verde? � Peneda-Gerês National Park?� Whole the NW countryside?
� Rivers?� Moutains?� Ecotourism?� Rural Tourism?
Resources
If you NW Portugal
If you Gerês
� Positioning a brand as a green brand entails an activecommunication and differentiation of the brand from itscompetitors through its environmentally soundattributes.
� Involvement with environmental issues constitutes anessential factor in environmental behavior.
� Future studies should aim to develop standardizedinstruments for measuring the perceptual and attitudinaleffects of alternative green positioning strategies,which finally should lead to the development of morecompetitive green branding initiatives.
(Hartmann et al., 2005)
Branding the green Green tourism destination
� “It is accepted that place marketing can be treated as aninstrument of place management undertaken in pursuitof objectives that relate to the management of theplace”.
(Ashworth & Voogd, 1990)
� “A place brand strategy therefore is a plan for definingthe most realistic, most competitive andmost compelling strategic vision for the place”.
(Anholt, 2003)
Place Branding
Destination Branding
Brand strategy
Vision
Goals
Measures
� Expounding the unresolved issues around its
multiple goals;
� Reinforcing the concepts as a strategic marketing
activities/initiatives;
� Preeminent tool for urban and regional
development, planning and placemanagement.
Place Branding Brand the Green
Destination BrandingNW as green tourism
destination
Long term strategy to support economic andsocial weaknesses
Why branding the green?Why green tourism
destination?
Denominated as Green Coast until
2008 by the tourism institutions.
� The Northwest has been seen
as a green territory /landscape..
� The National Strategic Plan forTourism – mentioned the
green.;
� European Union 2020 Strategyhighlight the bioeconomy andsustainable / green / smart /
inclusive growth.;
� Action plan for TourismDevelopment, mentioned thegreen.
Brand strategy
Green features
Green tourism destination brand
Development&
Competitiveness
Engage participants / stakeholders
Cooperation
Coopetition
Networking
Select
strategies
Analyse
existing
images
Determine
goals
We need – cooperation & competion; exchange relationship
Zineldin (2002)
Strategic
networks Hankinson (2010); Ashworth & Kavaratzis (2010)
Northwest of Portugal Green tourism destination
Improve local values
& inclusive development
Only tourism or something more?
What do we want to achieve?
Community
engagement &
social justice
Planning tool &
place
management
Environment
&
Sustainability
Achieve wide cooperation
Development&
competitiveness
Defining a long term place branding strategy
Thank you for your attention
Eduardo Oliveirae.h.da.silva.oliveira@rug.nl
http://www.rug.nl/staff/e.h.da.silva.oliveira
Any Questions?
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