Appendix
How to brand Portugal in order to attract Chinese tourists traveling independently:
Recommendations for Turismo de Portugal
Appendix 1 . . . .32
Appendix 2 . . . .33
Appendix 3 . . . .34
Appendix 4 . . . .35
Appendix 5 . . . .36
Appendix 6 . . . .37
Appendix 7 . . . .38
Appendix 8 . . . .39
Appendix 9 . . . .40
Appendix 10 . . . .42
Appendix 11 . . . .43
Appendix 12 . . . .45
Appendix 13 . . . .47
Appendix 14 . . . .50
Appendix 15 . . . .50
Kaylee Gruber | Masters in Management | Nova SBE | Master Thesis 32
Monthly Indicator Accumulated
Value Value 16/15 Shared Var. 16/15 Value Value 16/15 Shared Var. 16/15
2016 % Abs. 2016 p.p. 2016 % Abs. 2016 p.p.
1393,3 8,9 114,4 100,0 Foreign Guests
(millions)
7738,2 12,3 848,0 100,0
210,4 11,1 21,0 15,1 0,3 United Kingdom 1315,0 13,5 156,3 17,0 0,2
110,8 6,1 6,3 7,9 -0,2 Germany 804,1 10,8 78,5 10,4 -0,1
293,8 2,4 6,9 21,1 -1,3 Spain 1191,6 11,5 123,2 15,4 -0,1
191,9 4,6 8,4 13,8 -0,6 France 929,2 15,6 125,4 12,0 0,3
65,4 23,8 12,6 4,7 0,6 Holland 373,2 16,1 51,6 4,8 0,2
52,3 14,7 6,7 3,8 0,2 Brazil 367,9 -2,4 -8,9 4,8 -0,7
35,6 11,5 3,7 2,6 0,1 Ireland 199,8 11,6 20,8 2,6 0,0
91,6 9,4 7,9 6,6 0,0 Italy 336,6 12,3 36,8 4,3 0,0
48,1 21,7 8,6 3,5 0,4 USA 322,4 20,1 54,1 4,2 0,3
30,5 13,2 3,6 2,2 0,1 Belgium 184,7 10,4 17,3 2,4 0,0
262,9 12,3 28,7 18.9 0,6 Other 1713,8 12,7 192,8 22,1 0,1
4968,1 7,7 355,4 100,0 Nights (millions) 26333,5 10,9 2597,7 100,0
1129,5 8,2 85,9 22,7 0,1 United Kingdom 6307,6 11,3 640,2 24,0 0,1
506,9 3,9 19,2 10,2 -0,4 Germany 3474,5 9,6 303,8 13,0 -0,2
852,0 1,4 11,5 17,1 -1,1 Spain 2892,2 10,0 264,1 11,0 -0,1
627,6 3,6 22,0 12,6 -0,5 France 2796,6 14,9 362,5 10,6 0,4
308,7 22,5 56,7 6,2 0,7 Holland 1724,0 13,3 201,7 6,5 0,1
127,3 19,4 20,7 2,6 0,3 Brazil 885,9 -1,2 -11,0 3,4 -0,4
186,6 8,3 14,3 3,8 0,0 Ireland 975,3 9,9 87,7 3,7 0,0
223,9 7,8 16,3 4,5 0,0 Italy 826,7 12,2 90,1 3,1 0,0
110,9 21,4 19,5 2,2 0,3 USA 757,5 22,6 139,6 2,9 0,3
110,7 11,8 11,7 2,2 0,1 Belgium 642,8 9,2 54,3 2,4 0,0
784,1 11,0 77,5 15,8 0,5 Other 5050,5 10,1 464,8 19,2 -0,1
Portuguese Tourism in Numbers, August 2016 (Travel BI by
Turismo de Portugal
, 2016)
Brand Identity Prism (Kapferer, 2012)
PICTURE OF SENDER
PICTURE OF RECIPIENT
Personality
Self-Image Physical
Reflection
Culture Relationship
INTERNALIZA
TION
EXTERNALIZA
Kaylee Gruber | Masters in Management | Nova SBE | Master Thesis 34
Cultural Sites on UNESCO World Heritage List, 2015 (World Heritage Convention, 2016)
Cultural, Natural & Mixed (Cultural & Natural) Properties
1. Central Zone of the Town of Angra do Heroismo in the Azores (1983)
2. Convent of Christ in Tomar (1983)
3. Monastery of Batalha (1983)
4. Monastery of the Hieronymites and Tower of Belém in Lisbon (1983)
5. Historic Centre of Évora (1986)
6. Monastery of Alcobaça (1989)
7. Cultural Landscape of Sintra (1995)
8. Historic Centre of Oporto (1996)
9. Prehistoric Rock Art Sites in the Côa Valley and Siega Verde
(1)(2)10. Laurisilva of Madeira (1999)
11. Alto Douro Wine Region (2001)
12. Historic Centre of Guimarães (2001)
13. Landscape of the Pico Island Vineyard Culture (2004)
14. Garrison Border Town of Elvas and its Fortifications (2012)
15. University of Coimbra – Alta and Sofia (2013)
Portuguese Economic Growth (Portugal P ., 2015)
- 4 - 2 0 4
2
1996 1998 2000 2002 2004 2006 2008 2010 2012 2014
Year
GDP Gr
Kaylee Gruber | Masters in Management | Nova SBE | Master Thesis 36
Shares in World Tourism Market (Top 20% Percent of Inbound Tourists)
(
Turismo de Portugal
, 2007)
Ranking in 2000
France USA Spain Italy China UK Russian Federation Mexico Canada Germany Austria Poland Greece
Hong Kong (China)
Portugal Malaysia Netherlands Turkey Thailand Saudi Arabia 11% 7.4% 7.0% 6.0% 4.6% 3.7% 3.1% 3.0% 2.9% 2.8% 2.6% 2.5% 1.9% 1.9% 1.8% 1.5% 1.5% 1.4% 1.4% 1.0%
Ranking in 2002
France Spain USA Italy China United Kingdom Russian Federation Canada Mexico Austria Germany
Hong Kong (China)
Greece Poland Malaysia Turkey Portugal Thailand Ukraine Netherlands 11% 7.4% 6.2% 5.7% 5.2% 3.4% 3.0% 2.9% 2.8% 2.6% 2.6% 2.4% 2.0% 2.0% 1.9% 1.8% 1.7% 1.5% 1.5% 1.4%
Note: Data not available for Hungary prior to 2004
Ranking in 2004
France USA Spain China Italy United Kingdom Mexico Germany Russian Federation Austria Canada Turkey Malaysia Ukraine Poland Greece
Hong Kong (China)
Most Valuable Nation Brands 2015 (Brand Finance , 2015)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 United States China Germany UK Japan France India Canada Italy Australia Brazil South Korea Mexico Switzerland Netherlands Spain Sweden Russia Turkey Poland Indonesia Saudi Arabia Belgium Taiwan Austria Singapore Denmark Malaysia UAE Norway Thailand Hong Kong SAR Finland Ireland Philippines Qatar South Africa Chile Argentina New Zealand Nigeria Czech Republic Israel Kazakhstan Colombia Iran Bangladesh Romania Vietman Portugal 1 2 3 4 5 7 8 6 11 9 10 15 13 16 14 18 17 12 19 20 21 23 24 25 22 31 28 29 30 27 26 33 32 39 35 37 36 38 34 40 42 41 47 45 46 0 49 48 43 50 19,703 6,314 4,166 3,010 2,541 2,158 2,137 2,014 1,445 1,404 1,171 1,092 1,091 1,024 1,000 872 814 810 668 566 564 506 500 450 438 412 410 407 403 388 347 325 289 287 267 235 225 218 208 200 189 187 181 175 166 159 144 141 140 137 19,261 6352 4357 2833 2458 2076 1621 2212 1289 1555 1403 997 1027 970* 1027 801 802 1167 751 602 511* 463 452 414 471 474* 394 385 376* 396 409 284* 307 250 260 256 256 250 265 191 179* 180 151 164 159 100 115 127 172 114 2% -1% -4% 6% 3% 4% 32% -8% 12% -10% -17% 10% 6% 6% -3% 9% 2% -31% -11% -6% 10% 9% 11% 9% -7% 10% 4% 5% 7% -2% -15% 15% -6% 15% 3% -8% -12% -13% -22% 4% 6% 4% 19% 6% 5% 59% 25% 11% -19% 20% A AA- AAA-AA A+ AAA-A AA+ A- AA-A AAA A AA- AAA-A A+ A+ A+ AA AA+ AA+ AA+ AAA AAA-AAA A AA-AAA AAA AAA-A+ A AA-AA BB AAA BBB AA-A+ A A-A A AA AAA-A+ AAA-AA+ AA A+ AAA-A AA+ A AA-A AAA A AA- AA A-A+ A A+ AA AA+ AA+ AA+ AAA AA+ AA+ AAA-A+ AAA AAA AAA-A AAA-A# AA BB AAA-BBB A+ AA-A A-BBB A-A AA-Rank2014 Rank 2015 Nation National Brand Value 2015 (USDbn)
National Brand Value 2014
(USDbn) Change
(%) Brand Strength 2015 (Rating) Brand Strength 2014 (Rating) (Rebased)
Kaylee Gruber | Masters in Management | Nova SBE | Master Thesis 38
Number of outbound trips from China to Europe in 2015 (Statista, 2016)
1 2 3 5
4
Arrivals in millions
Northern Europe
Western Europe
Southern / Mediterranean
Europe
Central / Eastern Europe 6
7 8 9
0
3.64
0.85 7.93
0.78
Most Popular Chinese Travel Destinations (Global Blue, 2016)
Europe
41% of those planning
international holidays in 2016,
will visit Europe.
Asia
73% of those planning
international holidays in 2016,
will visit Asia.
Germany
8%
Italy
6%
Switzerland4%
France
16%
United Kingdom
6%
Hong Kong
18%
Japan
23%
South Korea
Kaylee Gruber | Masters in Management | Nova SBE | Master Thesis 40
Interview Guide
Warm-up
Hi! My name is Kaylee Gruber and I’m currently a MA student at NOVA School of Business and Economics where I am cur-rently in the middle of writing my dissertation concerning Portugal and its image.
For this reason I would like to interview you for approximately 20 to 30 minutes by means of a semi-structured interview, which means that I will ask you several questions, to which there are no right or wrong answers and you are free to say what-ever comes to your mind on the subject.
For the purpose of analyzing our interviews later, I would like to record our conversation – would you mind that? It will remain anonymous and you will not be contacted after this interview unless you consent to me getting in touch with you at a later date.
Pre-Recruiting Questionnaire
Filter 1: Are you of Chinese nationality?
Yes [GO TO FILTER 2] No [OUT OF SCOPE]
Filter 2: Are you currently a tourist in Portugal? Or have you visited Portugal within the last two years? Yes [GO TO FILTER 3] No [OUT OF SCOPE]
Filter 3: Are you aged between 20 – 60 years old? Please specify age: XX Yes [GO TO FILTER 4] No [OUT OF SCOPE]
Filter 4: Are you traveling with a tour group in Portugal?
Yes [OUT OF SCOPE] No [INVITE FOR INTERVIEW]
Topics
Experience: Can you tell me about your experience in Portugal?
»
What did you like about your time in Portugal?»
What did you not like about your time in Portugal?»
What stood out about your experience in Portugal?»
What were your expectations when visiting Portugal?»
How were these expectations different to reality?Triggers: What was the reason for choosing Portugal?
»
How did you decide on Portugal as your travel destination?»
What were your sources of information?»
Where did you get your background information on the country from (i.e. booklets, guides, etc.)?»
What other countries did you consider alongside Portugal?»
What other countries did you visit on this trip?Perception: What is your image of Portugal?
»
How would you describe the country?»
How would you describe the people?»
How does it differentiate itself from the rest of the world?Respondent Profile
For the purpose of characterizing respondents, could you just indicate the following: Age:
25 – 30 31 – 40 41 – 50 51 – 60
Gender: Female Male
Most recent date of visit (to Portugal): 6 mo. ago
1 year ago 1.5 years ago 2 years ago
Duration of visit in Portugal: 2 – 4 days
5 – 7 days 7 + days
Duration of total international trip: 2 – 4 days
5 – 7 days 7 + days
With who did you come to Portugal? Alone
Partner / Spouse Friends Family
Level of education:
No secondary schooling completed
High school graduate, diploma or the equivalent (for example: GED) Some college credit, no degree
Bachelor’s degree Master’s degree Doctorate degree
Employment Status: Are you currently…? Employed for wages
Self-employed
Out of work and looking for work
Out of work but not currently looking for work A homemaker
A student Military Retired Unable to work
How often do you travel internationally for pleasure?
I travel internationally frequently – between one to two times every months I travel internationally often – between two times every six months I travel internationally one time annually
How to position Portugal in or
der to attract Chinese tourists traveling independently:
Recommendat
ions for T
urismo de Portugal
42
Respondent Date 25-30 31-40 41-50 51-60 F M 6 mo. ago 1 yr
. ao
1.5 yrs. ago 2 yrs. ago 2 – 4 days 5 – 7 days 7 + days 2 – 4 days 5 – 7 days 7 + days Alone Partner/ Spouse Friends Family High School Bachelor’ Master’ Other Frequent Often 1 x Annual Not Annual
I1 26.09.2016 x x x x x x x x
I2 27.09.2016 x x x x x x x x
I3 27.09.2016 x x x x x x x x
I4 04.10.2016 x x x x x x x x
I5 04.10.2016 x x x x x x x x x
I6 05.10.2016 x x x x x x x x
I7 05.10.2016 x x x x x x x x
I8 12.10.2016 x x x x x x x x
I9 14.10.2016 x x x x x x x x
I10 14.10.2016 x x x x x x x x
I11 15.10.2016 x x x x x x x x
I12 16.10.2016 x x x x x x x x
I13 17.10.2016 x x x x x x x x
I14 19.10.2016 x x x x x x x x
I15 19.10.2016 x x x x x x x x
I16 20.10.2016 x x x x x x x x x
I17 22.10.2016 x x x x x x x x
I18 25.10.2016 x x x x x x x x
I19 28.10.2016 x x x x x x x x
I20 28.10.2016 x x x x x x x x
I21 29.10.2016 x x x x x x x x
I22 30.10.2016 x x x x x x x x
I23 31.10.2016 x x x x x x x x
I24 31.10.2016 x x x x x x x x
Statistics
For more information on statistics by Turismo de Portugal: http://travelbi.turismodeportugal.pt
»
Latest data on Chinese Market (June 2016)»
Only considered final one year after published»
Information / data cccuracy is lower in China as it is not in the top 10Additional Resources
»
Cotri – training institute for Chinese / behavior / etc.»
David Kolinski – contact for CN market (retail side)Turismo de Portugal in China
»
Started working on China Q4 2013»
In 2014 started working with trade»
Current Chinese Team: 2 FTE»
Partner agency in China that advice and takes care of events etc.»
Very little PR activities»
China is the 8th country – most looked after in EU»
Cristiano Ronaldo campaign initiated end of 2014o Focus on biggest CN tour operators
o Focus on creating brand awareness
o Focus on increasing number of bed nights (from 1.7/1.8 bed nights on average to 8/9 bed nights) in Portugal
o Focus on FIT packages (Family & Individual Travelers) - mainly from HK, as these individuals don’t need visas
Overall Travel of Chinese Nationals
»
Biometric data – mandatory to give by CN nationals to European Union»
Overall decrease in Europe due to attacks (up to 40%)»
90% of CN nationals go to more than one countryo Mainly central Europe, including France, Switzerland, Germany, Italy, Belgium
o Portugal and Spain (often including Morocco) are increasing by 30% due to changing product & safety
»
Safety plays a large role in CN nationals travel habitso Chinese are no longer using Turkish airline, despite how cheap it is to come through Turkey
o Chinese also tend to not use Air France
»
Age ranges and travel type of Chinese nationals is completely different from one anothero Aged between 20-30 provide the revenue – usually stay longer & are looking for other activities / things to do - Have a different perception of things, they seek experiences, not just travel three country in 6 or 7 days
o Aged over 30 provide the volume – these usually travel in groups - Mindset is different – travel isn’t top of mind
o Regardless of age WOM is very important
Portugal as a Travel Destination
»
Spain and Portugal – third choice (never the first choice)o Name Meaning: Tooth of Grape - Portugal name
o Name Meaning: Tooth of “something” - Spain name
»
Reason the Chinese travel to Portugal:o Traditional
o Culture
o UNESCO sites
»
BR / Angola / Russia declining – companies are seeking other markets»
Other markets – with 20% are importantKaylee Gruber | Masters in Management | Nova SBE | Master Thesis 44 Turismo de Portugal Strategy
»
Pillar 1 – Trade: work with tour operators»
Pillar 2 – Digital: reaching end consumer through digital engagement (wechat – Facebook + Waibo – Twitter of China)»
Pillar 3 – Airline: promoting new routes from Beijingo 80% charter flighs
o 20% open tickets
o New routes from TAP & Hainan
o Brazil’s Azul bought part of TAP – 20% is Hainan
o Capacity for Chinese market is not there yet
Trends in China
»
The majority of trends come directly from Korea»
Moneyo QR/QE codes
o Apps etc. used
»
Shopping is online»
Taxis vs. car sharing»
Bike Rental (car sharing for bikes)o Having a car is more expensive than having the car in the city (due to bidding)
Roadshows
»
First come first served»
Always have to be present year after yearFamiliarization of Portugal in China
»
“Fam Trips”o Airlines take clients to Portugal to familiarize them with Portugal & Portuguese culture – particularly key individuals
o Best investments – worth more than publicity – they have the ability to design the products (i.e. the tours, etc.)
o This enables them to have the ability to see that Portugal has more to offer than they thought
»
Press trips for journalists»
E-learning tool for Portuguese – 2000 registered travel agents that did the course onlineo Currently adding more modules
o Chinese wave of sun and sea
»
Company training – for insightso Welcome China – gives lessons
o Edeluc – consulting & investments (edeluc.com) (branch of Cotri)
Interview Notes with David Kolinski, Business Development Manager at Tempus / Boutique
dos Relogios
Telephone Interview on 11 .11 .2016
Current Role? And its relation to the Chinese market?
»
Import of Swiss watches»
Several stores, high end stores particularly in Lisbon that sell brands for watches and jewelryo Carry brands like Cartier, Bulgari, Omega, etc.
o All brands that are very famous in China
o Reason why the Chinese customer is one of their most important customer
o Currently employ six Chinese employees
Attractiveness (& Communication) of Portuguese Market
»
Price gap between China and Portugalo Reduced tax rate of 17.5% in Portugal
o Enabled competition among Chinese customers to buy the watches in Portugal instead of in home country
»
This was the focus of the communication when we speaking to customerso Allows to directly see the evolution of this customer – in terms of quantity, in terms of quality, and in terms of pro-file. So basically for sure in 2012 we mainly had groups, these groups normally also go to Spain and do a combined package.
Evolution of Chinese Customer
»
Communication focused on the reduced tax rateo Allowed to understand and see the directly evolution of this customer – in terms of quantity, in terms of quality, and in terms of profile
o In 2012 mainly had groups, these groups normally also go to Spain and do a combined package
o In the last 2 years, an increase in FIT, coming for two reasons: (1) PT is becoming famous and
(2) they have already traveled in groups before, and have visited Paris, Italy, Switzerland so they are looking for new European destinations that are still Europe, that are still virgin, an unspoiled part of Europe
Visibility - Golden Visa
»
Golden Visa caused great visibility»
It brought a lot of individual travelers that decided to come for holiday»
Some come for prospects to see the market and some end up coming just as a tourist but because they heard about visa»
That puts the word of Portugal in many minds, and has helped spread the wordAffect of Market in Portugal
»
Chinese tourists that travel within Portugal include both the individual travelers and tours»
Two shops on Avenida - when they come to Lisbon they go to the place they see the most important brands, and we are present there with most of the brands they like.»
Role to the Chinese market is to provide the brands they look for when they are in Portugal»
That’s why the specialization in tax free, product targeted at their market and staffInternal Trainings
»
As 6 of the staff are Chinese, there is little internal training»
Generally, there are some current trainings, but this is done for hotels or shops that aren’t invested in hiring localso For example Sofitel has compelted training and this is very important for them because they don’t hire Chinese, but they offer the small details important to the Chinese culture, like the kind of slippers they like, tea, kind of food at breakfast or how they like to be approached. But even more important than that is to have Chinese staff. It breaks barriers, and makes the person comfortable, not only just language but culture. These trainings however are relevant if your company does not see the Chinese market as relevant enough to invest in hiring local culture. High End ≠ High End
»
Generally speaking, the Chinese consumer is willing to pay more in product than in stay»
Thus, if you talk about high-end, the high-end shopper is not the high-end sleeperKaylee Gruber | Masters in Management | Nova SBE | Master Thesis 46
»
For the Chinese this is not like that. They don’t value their overnight. They value the amount they save on luxury products.They allocate their money on products
»
The two high-end consumers are not always co-related – they can be high-spenders but cheap-sleepers»
Of course the more independent you are, the more you have traveled, the more you value the hospitalityProminence of Older Generations
»
The younger generation is coming, they don’t spend as much as families and high-end investors, but basically they buy through online platforms»
This is increasing a lot, this generation that comes to travel and they are also looking for luxury products, though they don’t have the purse of the old-generation, they still spendOnline Selling
»
Currently no online selling,»
Even if we do selling online in the future, which we are not doing yet, we will be limited to selling within Portugal, due to the brand geographical reach»
Website is however, all in Mandarin, which allows consumers to go online and do their online research prior to visiting – including taxing, allowing accessibility on website directly through the web, since Google is blocked in China»
Not many people go online first to find out what they want to buy because they know because they saw it in a shop in China and when they are in Portugal, they try to find that product.Spain vs. Portugal
»
I think they do both at the same time»
Based on itinerary it depends on the flight»
It depends on the rate of the flight»
They don’t think about where they want to go first. It depends on the cost involved»
They want to do both, they want to spend more time in Spain because its more famous and bigger, but they don’t have a preference where they begin their travelsPerception of the Chinese on Portugal
»
They see it as an end point destination and they see it as interesting because Portugal is the most western point in Europe, so they all go to Cabo da Roca, and for them their highlights of the trip are Belem, Cabo da Roca and the Monastery. And then they go to Spain»
They see Portugal as a small country, now that the tourism board is more present it is changing, but initially they saw it as an opportunity to do more than one destination since it is so close to Spain»
That is changing a lot, with people knowing more and more about Portugal»
They now see Portugal as a novelty, as affordable, and a future investment opportunity, and although you try to separate both sectors from one another – the Golden Visa and tourism, they are both contributing to one anotherCollaboration with Golden Visa Offices
»
Something informal - like networking and keeping in contact with one another»
But the Golden Visa is fantastic, it brings in all the high-end investors that want to spendIndividual Travelers
»
They book online a lot or with niche high end boutique agencies»
Many of them cross with the Golden Visa and their willingness to spend in hospitality is also more than in groups»
They value more high end hotels than groups - although that does not mean they spend more than themSafety
Gender
Female Male
Online Survey Questions & Results
Online between September - November, 2016
Composition of Sample
Age Group Gender
Respondent 25-30 31-40 41-50 51-60 F M
S1 x x
S2 x x
S3 x x
S4 x x
S5 x x
S6 x x
S7 x x
S8 x x
S9 x x
S10 x x
S11 x x
S12 x x
S13 x x
S14 x x
S15 x x
S16 x x
S17 x x
S18 x x
S19 x x
S20 x x
S21 x x
S22 x x
S23 x x
S24 x x
S25 x
S26 x x
S27 x x
S28 x x
S19 x x
Kaylee Gruber | Masters in Management | Nova SBE | Master Thesis 48
0 2 4 6 8 10 12 14 16
Technology & Innovation
Political & Economic Influence
Sustainability & Environmental Friendliness Cultural Significance
Where does Portugal have the most momentum?
02 4 6 8 10 12 Political Freedom
Environmental Friendliness
Tolerance
Health & Education
Safety & Security
Standard of Living
“Would like to live in”
Good for Business
Advanced Technology Good Infrastructure
Historical Points of Interest Heritage, Art, and Culture
Natural Beauty Value for Money Range of Attractions
Resort & Lodging Options “Would like to visit for a holiday”
0 1 2 3 4 5 6 7 8 9 10 Transportation
Technology
Retail
Personal & Household Care
Media
Luxury
Internet Services
Household Appliances Food & Beverage
Financial Services Fashion
Energy Consumer Electronics
Automotive
Alcohol
What is Portugal most expert at?
0 2 4 6 8 10 12 Social Media
Travel Shops / Stores
Radio
Television
Email Direct Mail
Website
Catalog
Kaylee Gruber | Masters in Management | Nova SBE | Master Thesis 50
Portugal’s Current Brand Identity
PICTURE OF SENDER
PICTURE OF RECIPIENT
Cul
tur
e
Relat
ionship
Physical
Personal ity
Reflect ion
Self-Image
INTERNALIZA
TION
EXTERNALIZA
TION
Beautiful Landscapes Friendly People
Friendly & Polite Hospitable Open-Minded
Happy
Quality of Life Kind-hearted Relaxed
Rich Culture Heritage
Safe
“They’re interested in experiencing a unique and different Europe.”
“I feel relaxed, energized, happy, but most importantly, welcomed.”
Appendix 15
Portugal’s Competitors: A Breakdown
Product Type Level
Southern European countries
The most direct competition Portugal faces is with other Southern European countries, particu-larly Spain.
Product Category Level
European First Wave Destinations
This level is broader, and includes those destinations that are among the Chinese travelers first wave destinations (i.e. their destinations for their first time in Europe), and include France, UK, Germany, Italy, and Switzerland.
Product Class Level
Europe as a Continent
