Cities’ Personality and Place Marketing

Authors

  • Thais Arruda Borin Petroski Pontifícia Universidade Católica do Paraná (PUC-PR)
  • Paulo de Paula Baptista Pontifícia Universidade Católica de Paraná (PUC-PR)
  • Eliane Cristine Francisco Maffezzolli Pontifícia Universidade Católica do Paraná (PUC-PR)

DOI:

https://doi.org/10.11606/issn.1984-4867.v24i1p4-24

Keywords:

cities’ personality, territorial marketing, place marketing.

Abstract

The objective of this research was to identify the dimensions and facets of cities’ personality in the Brazilian context. For this, a survey was performed electronically with a sample of 402 respondents. Four cities were evaluated: Curitiba, Sao Paulo, Rio de Janeiro and Salvador. The results indicated four dimensions of cities’ characterization: Empathy, Balance, Functionality and Charm, plus ten facets of personality: Amazing, Diplomatic, Full of Energy, Mystic, Prudent, Quiet, Determined, Pragmatics, Fascinating and Elegant, with
highlights for specific city. The associations found in the study may indicate ways to explore the contents of the communication of these places, in order to offer strategic reinforcement regarding the favorable and consistent associations related for each destination.

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Author Biographies

  • Thais Arruda Borin Petroski, Pontifícia Universidade Católica do Paraná (PUC-PR)
    Mestre em Administração pela PUC-PR.
  • Paulo de Paula Baptista, Pontifícia Universidade Católica de Paraná (PUC-PR)
    Doutor em Administração pela USP, Professor Adjunto do programa de Stricto Sensu PPAD/PUCPR.
  • Eliane Cristine Francisco Maffezzolli, Pontifícia Universidade Católica do Paraná (PUC-PR)
    Phd em Administração pela UFPR, Mestre em Administração pela UFPR. Professora Adjunta do programa de Stricto Sensu do PPAD da PUC-PR.

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Published

2013-04-13

Issue

Vol. 24 No. 1 (2013)

Section

Articles

License

Authors retain the copyright and grant the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0), allowing the sharing of the work with recognition of its authorship and initial publication in RTA. 

How to Cite

BORIN PETROSKI, Thais Arruda; BAPTISTA, Paulo de Paula; FRANCISCO MAFFEZZOLLI, Eliane Cristine. Cities’ Personality and Place Marketing. Revista Turismo em Análise, São Paulo, Brasil, v. 24, n. 1, p. 4–24, 2013. DOI: 10.11606/issn.1984-4867.v24i1p4-24. Disponível em: https://revistas.usp.br/rta/article/view/64169.. Acesso em: 21 may. 2024.