Satisfação de residentes com o lugar de residência numa perspectiva de marketing de lugares
Place marketing is a support tool to help people react to changes in the external Market; it involves benefit issues for society, as well as the formulation of differentiated competitive strategies. Despite the relevance of the residents for the development of a place, it is still exiguous the focus of studies aiming these agents. In this context, aware of the importance of developing marketing strategies in an integrated manner, the needs of key stakeholders for local development (residents), we sought to evaluate the perspective of the residents of Baía da Traição-PB about the constructs: Attachment to the place, Satisfaction with the place and Satisfaction with life, aiming to analyze the connection between the respective constructs. In order to do that, the paper presents a quantitative research and questionnaires for data collection and extraction of descriptive measures for the treatment and analysis of the collected data. The results achieved point to the construct Attachment to the place as the best rated among the residents of Baía da Traição-PB, while the construct Satisfaction with the place, specifically satisfaction with particular factors of the place, has gotten the worst rating, and the variable regarding the professional practice presented the lowest average among the other variables analyzed. We also performed a comparative analysis of the results obtained in this work and in Medeiros’s paper (2015), which focused on João Pessoa, Guarabira and Campina Grande-PB, so that Baía da Traição residents presented themselves as the most satisfied with the quality of life perceived, as well as the more attached ones to the dwelling place. On the other hand, regarding the construct Satisfaction with the place, we have noticed a higher level in Campina Grande. The research contributes directly to the literature of the area, when it targeted the Place branding approach aiming the interest of residentes, by providing highly relevant information to local managers regarding the variables that have direct influence on the satisfaction of residents with their place of residence.
MARKETING DE LUGARES, DESENVOLVIMENTO ECONÔMICO REGIONAL, BAÍA DA TRAIÇÃO PB
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