{"id":25859,"date":"2025-12-03T12:43:03","date_gmt":"2025-12-03T11:43:03","guid":{"rendered":"https:\/\/cienciagandia.webs.upv.es\/?p=25859"},"modified":"2025-12-03T12:43:33","modified_gmt":"2025-12-03T11:43:33","slug":"cap-a-una-marca-turistica-poderosa-per-a-gandia","status":"publish","type":"post","link":"https:\/\/cienciagandia.webs.upv.es\/ca\/2025\/12\/cap-a-una-marca-turistica-poderosa-per-a-gandia\/","title":{"rendered":"Cap a una marca tur\u00edstica poderosa per a Gandia\u00a0"},"content":{"rendered":"\n

El 29 d’octubre passat, l’Aula Magna del Campus de Gandia de la UPV va acollir la jornada “La marca de la destinaci\u00f3 tur\u00edstica. Cap a una marca tur\u00edstica poderosa per a Gandia<\/strong>“, organitzada per la C\u00e0tedra Gandia Turisme i Promoci\u00f3,<\/strong> amb el suport de la Regidoria de Turisme<\/strong> de l’Ajuntament de Gandia<\/strong>. La cita va reunir estudiants, professionals del sector tur\u00edstic, representants institucionals i ve\u00efnals, en un intens mat\u00ed de reflexi\u00f3 sobre el paper estrat\u00e8gic que exerceixen les marques tur\u00edstiques en la competitivitat de les destinacions. <\/p>\n\n\n\n

La construcci\u00f3 i la gesti\u00f3 de les marques tur\u00edstiques s’ha convertit en un dels grans reptes del turisme contemporani. En un context de globalitzaci\u00f3 del turisme, tenir una marca clara, coherent i diferenciadora ja no \u00e9s una opci\u00f3, sin\u00f3 una necessitat. Aix\u00ed ho va subratllar Eulogio Bordas<\/strong>, reconegut expert internacional en planificaci\u00f3 i m\u00e0rqueting de destins, que va conduir la jornada. Amb m\u00e9s de 45 anys d’experi\u00e8ncia i m\u00e9s de 800 projectes, Bordas va plantejar les claus que permeten construir i mantenir marques veritablement poderoses, capaces de generar valor i sostenibilitat a llarg termini. <\/p>\n\n\n\n

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Relacionat tangencialment amb les marques de destinaci\u00f3, l’Informe Econ\u00f2mica de la Comarca de La Safor,<\/em> presentat per FAES fa unes setmanes, indica literalment que sols “el 14,9% de les empreses de La Safor disposen d’una marca registrada. [\u2026] Les empreses amb marca, s\u00f3n les que m\u00e9s facturen, disposen de m\u00e9s empleats, millor rendiment econ\u00f2mic, una productivitat m\u00e9s alta i un cost de personal per damunt de la mitjana. [\u2026] Tenir un posicionament \u00e9s tenir un lloc a la ment del consumidor, \u00e9s a dir, estar a la seva llista de compres.” <\/p>\n\n\n\n

Durant la seua pedag\u00f2gica intervenci\u00f3, Bordas va desgranar les bases conceptuals del branding<\/em> tur\u00edstic, i va destacar que una marca de destinaci\u00f3 no es limita a un logotip o un esl\u00f2gan, sin\u00f3 que ha de reflectir una promesa de valor al turista, compartida per la comunitat local. Una marca tur\u00edstica s\u00f2lida \u00e9s el resultat de l’autenticitat, la coher\u00e8ncia entre all\u00f2 que es comunica i all\u00f2 que el visitant experimenta, i del comprom\u00eds conjunt d’institucions, empreses i ciutadania en una estrat\u00e8gia clara de creaci\u00f3 de valor. Com a restricci\u00f3 de partida: el respecte als residents i la sostenibilitat a llarg termini del model. <\/p>\n\n\n\n

A continuaci\u00f3 va desgranar, amb abundants exemples clarificadors, el proc\u00e9s de construcci\u00f3 d’una marca poderosa. \u00c9s una tasca col\u00b7lectiva publico-privada, que requereix entre 3 i 5 anys de treball. L’ambici\u00f3, la t\u00e8cnica, els mesuraments continuats del proc\u00e9s, van conduint cap a l’\u00e8xit, requerint-se, segons va ressaltar Bordas en diversos moments, d’un equip estable de branding<\/em> i d’un esfor\u00e7 financer considerable. <\/p>\n\n\n\n

A l’\u00faltima part de la jornada, enfocada a agents tur\u00edstics del municipi, Eulogio Bordas va llan\u00e7ar i va desenvolupar somerament algunes idees ambicioses en el cam\u00ed cap a la diferenciaci\u00f3 amb altres destins. Va remarcar que es tractava de mostrar productes tur\u00edstics inspiradors, amb la finalitat que el sector tur\u00edstic i els responsables municipals pogueren comptar amb un marc de refer\u00e8ncies, per\u00f2 que en podien contemplar altres totalment diferents: Gandia Premium Beach<\/em> (la millor platja de la Mediterr\u00e0nia), Gandia EuroSports Region<\/em>, Gandia Boutique Meetings<\/em> i Borja Experience<\/em>. <\/p>\n\n\n\n

La jornada va comptar tamb\u00e9 amb la participaci\u00f3 institucional de Balbina Sendra<\/strong>, regidora delegada de Turisme, Platges i Promoci\u00f3 Exterior de Gandia, i de Pepe Mar\u00edn-Roig<\/strong>, responsable de c\u00e0tedres del Campus de Gandia, que van destacar el paper del Campus com a espai de trobada entre el coneixement acad\u00e8mic i la gesti\u00f3 tur\u00edstica real. Tots dos van coincidir que Gandia s’ha de centrar a consolidar la identitat com a destinaci\u00f3 de qualitat, sostenible i amb una oferta diversificada durant tot l’any. <\/p>\n\n\n\n

La import\u00e0ncia econ\u00f2mica i en mat\u00e8ria d’ocupaci\u00f3 que suposa el turisme per a Gandia i la Safor ens obliga a continuar aprofitant, per una banda, la pr\u00e0ctica social creixent dels viatges, i per l’altra, l’augment de les activitats recreatives en temps de lleure que gaudeixen les societats occidentals. Per a esta fi, disposar d\u2019una marca not\u00f2ria i diferenciada \u00e9s determinant. <\/p>\n\n\n\n

Gandia, com a destinaci\u00f3 destacada a l’eix Val\u00e8ncia\u2013Benidorm, posseeix un enorme potencial per enfortir la seva marca i projectar una imatge renovada i contempor\u00e0nia. La seva diversitat de productes tur\u00edstics i la seva alta notorietat al mercat emissor espanyol constitueixen les bases per reorientar el seu posicionament cap a un model m\u00e9s competitiu i sostenible, com un objectiu a 5 anys vista.  <\/p>\n\n\n\n

\u00c9s just que Gandia reclame m\u00e9s visibilitat de marca i reconeixement institucional, continuant al mateix temps millorant l\u2019oferta i adoptant un nou mix<\/em> de marketing, dirigint-se a segments d’alt valor i respectuosos amb la identitat local. En el plantejament, finan\u00e7ament i aplicaci\u00f3 de l\u2019estrat\u00e8gia i de les \u201cbig ideas<\/em>\u201d a llarg termini, la seua governan\u00e7a ha d\u2019implicar els agents tur\u00edstics i els representants de la societat civil de Gandia, amb el ferm suport de les administracions valenciana i espanyola en el marc de les seues compet\u00e8ncies. <\/p>\n\n\n\n

Joan Carles Cambrils, director C\u00e0tedra Gandia Turisme i Promoci\u00f3. Professor Campus de Gandia UPV<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

El 29 d’octubre passat, l’Aula Magna del Campus de Gandia de la UPV va acollir la jornada “La marca de la destinaci\u00f3 tur\u00edstica. 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