Potenciar o Desenvolvimento Turístico a Partir de um Processo de Planeamento Estratégico de Marketing: o Caso de Almeida

Abstract

Nowadays the rural regions are fighting against the challenges resulting from the reform of traditional economic activities and new markets characteristics. These challenges promote new local development politics that results in mobilize the local resources and in expand the rural activities. In this context, the tourism is considered, in many cases, a key sector for the economic growth of these territories. The case study presents a strategic marketing plan to promote the development of Almeida, a Portuguese peripheral rural territory. The tourism was explored as a strategic vector in the development of Almeida, by promoting some local potential resources. The study presents several actions to develop the tourism sector and to break some difficulties that reduce the affirmation of this sector in Almeida.