The role of attachment in public management and place marketing contexts: a case study applied to Vila de Montalegre (Portugal)

Abstract

Territorial marketing is a fundamental tool in the promotion of places, one that must be present in the strategies of local government representatives, helping and promoting a sustainable economic and social development of the regions. The increasing desertification serves as a basis of concern and object of study as feelings, causes, and motivations of change are at the beginning of the emigration chain. The purpose of this research is to act as a support tool in contexts of public marketing and governmental decisions and to understand the behaviour of the consumer and residents in Montalegre (Portugal). This research includes a non-probabilistic sample (129 validity and reliability surveys). Desertification is present in the minds of both inhabitants and interviewed visitors. It was possible to understand the perception of residents in Montalegre and assess the experience of visitors and the theoretical and practical contributions to local development and public marketing. Implications for future research are also presented.