Differentiation and market loyalty: An approach to cultural tourism in northern Portugal

Abstract

Considering the current dynamics of cultural touring and the growing importance of branding, the present study aims to understand the importance of cultural marketing in customer relationship management and customer loyalty, namely, how relationships between the various stakeholders are established, how important marketing is digital in the dissemination of cultural activities and what actions developed by cultural organizations to raise and retain public. The methodology used is based on the case study, where quantitative methods are used, based on the collection of surveys on cultural habits in the north of Portugal. The results seem to show that the general principles of marketing are currently adopted by cultural organizations, and their role is increasingly relevant. Attracting and retaining publics is one of the main objectives of cultural organizations, for the various advantages that come from it, namely, to promote the formation of audiences, because it is a potential source of financing and for contributing to the valorization of the brand. As a limitation, this case study focuses only on cultural equipment of performing arts, not covering other cultural areas of artistic production. Considering the deepening of the study and the potential comparison of results, it is suggested that the study be extended to other areas of culture (eg museological sector), where loyalty cards are used. This study intends to contribute to the debate on cultural marketing, highlighting the importance of cultural networks in promoting cultural touring and the circulation of audiences.