Territorial Marketing in the Development of Sustainable Cities — Proposal for the Autonomous Region of Príncipe

Resumo

In an environment marked by several changes and competitiveness, the territories seek to promote their visibility and enhance their attributes. In this perspective, territorial players see strategic planning and territorial marketing as two innovative instruments that help to promote and boost the socio-economic and environmental development of a given territory. This research aims to present and discuss a framework of contributions to the Development Plan of the Autonomous Region of Pr.ncipe (ARP), focusing the contributions of territorial marketing and strategic planning, presenting the readjustment of the vision, mission and values, SWOT matrix, critical success factors and sources of competitive advantage. Target segments, positioning and marketing objectives were also defined, which boost ARP ‘s attractiveness, and support the activation of the proposed brand for the island, in order to promote responsible tourism and affirm ARP in the market, as a sustainable brand inclusive and participatory. In view of the results, it can be considered that the strategic development plans are significant tools, which guide the development of the countries, allowing the assessment of the gap between the not achieved and achieved strategies.

Keywords: territorial marketing, strategic planning, competitiveness, sustainable development, Autonomous

Region of Principe