Case 7: Place Marketing and Residents’ Perceptions of Improvements on Quality of Life

  • Helena AlvesEmail author
  • José Luis Vázquez
Part of the Applying Quality of Life Research: book series (BEPR)


This case study deals with the application of place marketing strategies in a small Portuguese township called Fundão. Through this case study, it is shown how small tourism events, organised by the municipality of Fundão, can improve local residents’ quality of life. It was effectively possible to verify that place marketing actions have a greater probability of success when there is a global vision of the marketing action, that the definition of certain pilot events and effort concentration was fundamental for the success of these events and that the creation of a brand image was essential to keep together all other projects.


Traffic Congestion Marketing Action Brand Image Swot Analysis Tourism Package 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  1. 1.Department of Business and EconomicsUniversity of Beira InteriorCovilhãPortugal
  2. 2.Faculty of Business and Economics SciencesUniversity of LeónLeónSpain

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