A gestão de marketing dos museus da área do Vale do Cávado

  • Maria Castro Pinto Instituto Politécnico do Cávado e do Ave (IPCA)
  • Abílio Vilaça Instituto Politécnico do Cávado e do Ave (IPCA) & ISAG-EBS
  • Bruno Sousa Instituto Politécnico do Cávado e do Ave (IPCA) & CiTUR
Palavras-chave: Museum, Tourism Marketing, Cultural Tourism, Covid-19


The present research focuses on museum marketing management, particularly on the case of local museums, given its importance and specific characteristics, but also as a result of our interest. The growth dynamics in tourism, a relevant fact in national and world economy until 2020, requires a detailed study of its constraints, specificities and advantages, together with the growth of visits to museums, especially regarding local museums. The Cávado valley area was the chosen geographic area for this study. the purpose was to understand and develop a proposal to improve the role of museums in the development of tourism, on a territory with great potential, such as NUT III – Vale do Cávado. It will be demonstrated that the use of the strategy of a joint dissemination and the improvement of the management indicators, will increase the affluence and, consequently, the profitability.