A carregar...
Publicação
As luzes de Natal do outro lado do rio – Feira de Memórias e o Place Branding
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.35 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Este trabalho tem como tema o principal o place branding e está focado na cidade do Seixal, mais especificamente na Aldeia Natal do Seixal, uma feira de Natal que decorre entre o início do mês de dezembro e o início do mês de janeiro. Foi realizado um estágio, na Divisão de Comunicação e Imagem, na Câmara Municipal do Seixal, com o objetivo de participar na dinamização e promoção da Aldeia Natal com uma feira de memórias, onde os visitantes pudessem interagir e criar memórias no local. Na parte empírica, o principal objetivo foi aferir qual é o contributo dos meios de comunicação na visita da Aldeia Natal do Seixal em comparação com as recomendações de familiares e amigos/conhecidos no nível de expetativa (hipótese 1)?, e se os impactos emocionais que as luzes de Natal têm no visitante variam se este último está sozinho ou acompanhado (dinâmica do grupo vs indivíduo) (hipótese 2)? Concluído o estágio, e na impossibilidade de realizar o projeto proposto, foram realizadas outras atividades de participação na dinamização e promoção da Aldeia Natal do Seixal, como a realização e apoio das gravações do Postal de Natal digital e na redação de um artigo para o Boletim Municipal do Seixal, que promovesse o evento. Para responder às perguntas de partida, foi utilizada uma metodologia quantitativa, onde foram aplicados 202 inquéritos por questionário, selecionados através de uma amostragem aleatória. Estes inquéritos por questionário foram recolhidos presencialmente durante o período em que decorreu a Aldeia Natal do Seixal. Após a análise estatística, os dados sugeriram que os meios de comunicação tiveram impacto na visita à Aldeia Natal, mas não influenciaram o nível de expetativa dos visitantes. Quando a sugestão de visita à Aldeia Natal do Seixal é feita por familiares, as crianças destacam-se; contrariamente, na sugestão feita por amigos/conhecidos, os dados sugestionam que os mesmos não visitaram a Aldeia Natal com crianças. Relativamente à hipótese 2, foi possível aferir que a experiência proporcionada pelas luzes de Natal não diferencia na presença ou ausência de terceiros, destacando também a importância das iluminações de Natal para os participantes do estudo.
The main theme of this work is place branding and it focuses on the city of Seixal, more specifically on the Seixal Christmas Village, a Christmas fair that takes place between the beginning of December and the beginning of January. An internship was carried out in the Communication and Image Division at Seixal Town Hall, with the aim of participating in the dynamisation and promotion of Aldeia Natal with a memory fair, where visitors could interact and create memories. In the empirical part, the main objective was to find out what contribution the media makes to a visit to the Seixal Christmas Village compared to recommendations from family and friends/acquaintances in terms of expectations (hypothesis 1), and whether the emotional impact that the Christmas lights have on the visitor varies whether the latter is alone or accompanied (group vs individual dynamics) (hypothesis 2)? At the end of the internship, and as it was impossible to carry out the proposed project, other activities were carried out to participate in the dynamisation and promotion of the Seixal Christmas Village, such as making and supporting the recordings of the digital Christmas card and writing an article for the Seixal Municipal Bulletin to promote the event. To answer the basic questions, a quantitative methodology was used in which 202 questionnaire surveys were carried out, selected through random sampling. These questionnaires were collected in person during the period in which the Seixal Christmas Village took place. After statistical analysis, the data suggested that the media had an impact on the visit to the Christmas Village, but did not influence the visitors' level of expectation. When the suggestion to visit Seixal's Christmas Village is made by family members, children stand out; on the other hand, when the suggestion is made by friends/acquaintances, the data suggests that they have not visited the Christmas Village with children. With regard to hypothesis 2, it was possible to ascertain that the experience provided by the Christmas lights does not differ in the presence or absence of third parties, also highlighting the importance of the Christmas lights for the participants in the study.
The main theme of this work is place branding and it focuses on the city of Seixal, more specifically on the Seixal Christmas Village, a Christmas fair that takes place between the beginning of December and the beginning of January. An internship was carried out in the Communication and Image Division at Seixal Town Hall, with the aim of participating in the dynamisation and promotion of Aldeia Natal with a memory fair, where visitors could interact and create memories. In the empirical part, the main objective was to find out what contribution the media makes to a visit to the Seixal Christmas Village compared to recommendations from family and friends/acquaintances in terms of expectations (hypothesis 1), and whether the emotional impact that the Christmas lights have on the visitor varies whether the latter is alone or accompanied (group vs individual dynamics) (hypothesis 2)? At the end of the internship, and as it was impossible to carry out the proposed project, other activities were carried out to participate in the dynamisation and promotion of the Seixal Christmas Village, such as making and supporting the recordings of the digital Christmas card and writing an article for the Seixal Municipal Bulletin to promote the event. To answer the basic questions, a quantitative methodology was used in which 202 questionnaire surveys were carried out, selected through random sampling. These questionnaires were collected in person during the period in which the Seixal Christmas Village took place. After statistical analysis, the data suggested that the media had an impact on the visit to the Christmas Village, but did not influence the visitors' level of expectation. When the suggestion to visit Seixal's Christmas Village is made by family members, children stand out; on the other hand, when the suggestion is made by friends/acquaintances, the data suggests that they have not visited the Christmas Village with children. With regard to hypothesis 2, it was possible to ascertain that the experience provided by the Christmas lights does not differ in the presence or absence of third parties, also highlighting the importance of the Christmas lights for the participants in the study.
Descrição
Palavras-chave
Place branding Aldeia Natal do Seixal Luzes de natal Meios de comunicação Impactos emocionais Seixal Christmas Village Christmas lights Media Emotional impact