Place Marketing Collaboration and City Image Perception Among Residents: A Case Study
DOI:
https://doi.org/10.53469/ijomsr.2026.09(05).03Keywords:
Municipality, Image, Place marketingAbstract
This study aimed to investigate residents’ perceptions of the local image of Tuparendi, a municipality in the state of Rio Grande do Sul, Brazil. A quantitative research design was employed, with primary data collected via a structured questionnaire comprising 22 items related to image marketing. The instrument utilized a Likert‑type scale and was administered to a sample of 100 residents. Data analysis was conducted using relative frequency distribution and percentage methods (with 100 as the base denominator). The findings indicate that the municipality’s image is positively characterized in terms of religiosity, safety, pleasant living conditions, and cleanliness. However, the research also identified weak or negative perceptions concerning job availability, limited opportunities for new businesses, and public administration. Furthermore, participants did not perceive Tuparendi as a tourist destination or a modern city. These issues likely represent the main challenges for public managers seeking to transform and improve the city’s image, addressing its negative aspects to enhance attractiveness and development.
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