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Innovative Destination Branding: “Porto.”

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Advances in Tourism, Technology and Smart Systems

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 171))

Abstract

Studies about branding takes a significant role in business science research as branding is an important asset in a particular country, city or region. In this assumption, the main objective of this research is to approach the theme of destination branding focusing on the brand “Porto.”, as well as to identify the specificities of this brand that makes it so successful at national and worldwide levels. The present article began with a bibliographical review about geographies of brands and branding as well as destination branding. It is presented the brand “Porto.” and it is explained how the brand is been built by all Porto stakeholders. The work reveals that the success of brand “Porto.” is a result not only for its creative design but also for the involvement of the region’s stakeholders, in particular for the strong and continued adherence of civil society to the project. The end result reinforces the importance of open innovation in the sustainable development process and building of desired future.

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Acknowledgments

The second author thank UNIAG and FCT.

This work is funded by National Funds through the Foundation for Science and Technology under the project UID/GES/04752/2019.

Author information

Authors and Affiliations

  1. Polytechnic Institute of Cávado and Ave, Barcelos, Portugal

    Teresa Dieguez & Oscarina Conceição

  2. Polytechnic Institute of Porto, Porto, Portugal

    Teresa Dieguez

  3. CITUR, Porto, Portugal

    Teresa Dieguez

  4. Instituto Universitário de Lisboa (ISCTE-IUL), DINÂMIA’CET-IUL, Lisboa, Portugal

    Oscarina Conceição

  5. UNIAG, Viana do Castelo, Portugal

    Oscarina Conceição

Authors
  1. Teresa Dieguez
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  2. Oscarina Conceição
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Corresponding author

Correspondence to Oscarina Conceição .

Editor information

Editors and Affiliations

  1. Department of Informatics Engineering, University of Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. Institute of Accounting and Admn, Polytechnic of Porto, S. Mamede de Infesta, Portugal

    António Abreu

  3. Institute of Accounting and Admn, Polytechnic of Porto, S. Mamede de Infesta, Portugal

    João Vidal de Carvalho

  4. School of Hospitality and Tourism, Polytechnic of Porto, Vila do Conde, Portugal

    Dália Liberato

  5. Business Administration and Tourism, University of Vigo, Ourense, Spain

    Elisa Alén González

  6. School of Hospitality and Tourism, Polytechnic of Porto, VILA DO CONDE, Portugal

    Pedro Liberato

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Dieguez, T., Conceição, O. (2020). Innovative Destination Branding: “Porto.”. In: Rocha, Á., Abreu, A., de Carvalho, J., Liberato, D., González, E., Liberato, P. (eds) Advances in Tourism, Technology and Smart Systems. Smart Innovation, Systems and Technologies, vol 171. Springer, Singapore. https://doi.org/10.1007/978-981-15-2024-2_12

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