Tourism applications, territorial marketing, and new technologies

The idea of territorial marketing, often known as city marketing, is concerned with the area as a product. It has a few features that set it apart from other methods we're more familiar with. These distinctions between conventional and digital marketing are fascinating. Some of them will be focused on financial profitability, but only if they are founded on ethical and sustainable methods that support the development, social, and environmental well-being of the communities in which they operate.

What is the definition of territorial marketing?

It's a marketing discipline that focuses on creating local development initiatives in towns, cities, and regions that provide value to the area in which they're located. This value can come from a variety of sources, including location, climate, history, culture, and so on. Marketing connects supply with demand and focuses on building connections between the two parties to accomplish these goals.

The area itself would be the supply in this scenario, while the demand would come from residents, institutions, local companies, foreign investors, non-resident owners, transitory and long-stay visitors, and so on.

It is primarily responsible for creating strategic plans to promote certain areas of interest while also enhancing the quality of life of the residents. Its efforts are based on a long-term perspective that considers social welfare and environmental preservation.

When we talk about territorial marketing strategies, we're talking about actions based on:

• Resource management that is integrated

• Increasing economic growth

• Efforts to promote social welfare and cohesiveness

• Developing environmental management and preservation methods

• Citizen engagement is encouraged.

Because the product it deals with, the territory has a temporal component that requires continual changes, a territorial marketing plan must be dynamic and evolve over time in order to be effective. A given area is viewed as a competitive product that may be distinctive and lucrative under this new paradigm.

What is the aim of territorial marketing?

It is possible to position a territory on a national and worldwide level, conveying a powerful and appealing image of the globe, thanks to its interdisciplinary approach. It builds on the competitive advantages that its field of activity possesses to gain distinctiveness and recognition. It necessitates branding effort, which includes establishing the sort of desired positioning, projecting a quality image, and announcing a brand objective.

We may promote tourism growth and income production for the local economy as benefits of territorial marketing, for example, by soliciting foreign investment in the area. This urban marketing encourages the evolution of an environment's material and immaterial aspects in order to retain its ability to attract and keep attention while constantly aiming for long-term growth.

• The brand's tourist goods are being strengthened, specialized, and consolidated.

• The promotion strategy is designed with a clear product-demand emphasis, taking into consideration target audience segmentation and priority markets.

• Marketing channel optimization to attract target consumers.

The outcome is a roadmap that may diversify the economy, produce income, create new employment, support population growth in rural regions, and promote the value of their natural and cultural heritage as a driving force for socioeconomic and cultural development.

Influencing factors in territorial markets

Without taking into consideration the variables that impact an area, it is impossible to develop a sustainable and successful territorial marketing plan. We must take into account the cultural characteristics that form a society's identity (language, way of relating to each other, its values and customs). We also cannot overlook the socioeconomic element, which will be measured using various metrics such as Gross Domestic Product (GDP) and Domestic Product per capita. Demographics, geography, politics, and even technical considerations are all contributing variables. When creating an action plan, all levels of influence in a given region must be considered in order for it to be effective.

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