Fonte: Revista Encontros Científicos - Tourism & Management Studies; Vol 11, No 2 (2015); 93-102
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Resumo: The main objective of this research was the development of empiricknowledge about the opinions of the region residents, regarding theirlevels of identification with the region and its brand, and their level ofattachment to this new geographical reality. The selected methodologywent through an initial qualitative approach, followed by a quantitativeone. Regarding the quantitative study, a questionnaire was applied tothe region residents from witch was obtained a sample of 2.050individuals. Although the results show that it isn’t easy for therespondents to separate the brand from the region, it was possible toidentify the variables that influence residents’ brand and regionperceptions, and conclude that respondents associate the samecharacteristics and attributes to the brand and to the region
