EVALUATION OF IMAGE IMPACT OF MÉRTOLA

Abstract

In recent times, Mértola’s village has been assuming a leading role in the configuration of tourism in the national territory. As tourism is the main engine of economic development in the region, it is important to study the impact that the brand Mértola has on the markets. This importance is associated with a concept that is increasingly explored, the Marketing of places, which must be seen by local governments, as a tool that plays a crucial role in the economic, social, political and sustainable development of countries, regions or cities, so that they are marketed efficiently. Given this scenario, and bearing in mind the importance of the location, the starting question of this study is related to ‘Can the impact of Mértola’s image contribute to its development?’. The objetive of the study will be to analyze and describe the importance of the marketing tools in the study of the identity of the Places, putting as a hypothesis of study a positive and favorable evaluation regarding the impact of the image in Mértola’s village. For this, based on the conceptual model, a study was carried out to analyze the issue from the point of view of those who live, work or study in the locality. In the empirical phase, 258 individuals were surveyed, based on a convenience sample. The results show that the image of Mértola perceived, both by its residents and by its workers, has a very positive connotation both in the domestic and foreign markets. This study examines the importance of place marketing for residents and workers in Mértola’s village, however, the evaluation of the variables under study is done only from the perspetive of the private citizen, excluding the business perspetive and those involved in the place. In the future, the research must be followed to deepen the study in the perspetive previously indicated. This study offers a contribution to the different target audiences of the locality, in order to satisfy their needs and make the place more attractive, allowing to expand the concepts learned, integrating them and crossing them with other realities.