@article{brito2020people,
  title = {People: The Most Important Marketing Asset of Territories},
  author = {Ricardo Fontes CORREIA  and Carlos Melo BRITO},
  year = 2020,
  url = {https://ibimapublishing.com/articles/JMRCS/2020/402154/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2020,
  pages = 10,
  doi = 10.5171/2020.402154,
  abstract = {Marketing strategies adopted in many territories do not take into consideration the intangible dimension related to local communities, their history, culture and values. By ignoring a driving force of regional identity, such strategies do not value a major source of differentiation. In fact, in a time where the immaterial and relational capital assumes a key role, locals are not only one of the most essential elements for the attractiveness of touristic destinations but also a key for their differentiation when compared to other alternatives. This article puts in evidence the importance of the locals in place branding. It develops a conceptual model where locals emerge as the key element since they are a major source of co-production, co-communication and co-consumption of the regional offer. The model proves to be particularly useful for practitioners, offering relevant insights for managers and policy makers.},
  keywords = {Branding, offer, communication, locals, regional development, territory, place, marketing.},
  note = Article ID: 402154
}