A Social Marketing Approach for Developing a Neighborhood Network

Cláudia Sequeira (), Patrícia Oliveira (), Ricardo Rodrigues (), Vanessa Sousa () and Dora Agapito ()
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Cláudia Sequeira: Faculty of Economics, University of Algarve, Postal: Masters candidate in Business Administration, Faculty of Economics, University of Algarve, Campus de Gambelas, 8005-139 Faro, Portugal, http://fe.ualg.pt/
Patrícia Oliveira: Faculty of Economics, University of Algarve, Postal: Sociology graduate, Faculty of Economics, University of Algarve, Campus de Gambelas, 8005-139 Faro, Portugal, http://fe.ualg.pt/
Ricardo Rodrigues: Faculty of Economics, University of Algarve, Postal: Sociology graduate, Faculty of Economics, University of Algarve, Campus de Gambelas, 8005-139 Faro, Portugal, http://fe.ualg.pt/
Vanessa Sousa: Faculty of Economics, University of Algarve, Postal: Faculty of Economics, University of Algarve, Campus de Gambelas, 8005-139 Faro, Portugal, http://fe.ualg.pt/
Dora Agapito: Faculty of Economics, University of Algarve, Postal: Faculty of Economics, University of Algarve, Campus de Gambelas, 8005-139 Faro, Portugal, http://fe.ualg.pt/

Journal of Tourism, Sustainability and Well-being, 2015, vol. 3, issue 3, 204-215

Abstract: This paper focuses on a social marketing project proposal for a community in a social housing neighborhood in Faro, in southern Portugal. The aim of the research is to discuss the possibility of the implementation of a neighborhood network, using a social marketing approach with the goal of strengthening the ties of cooperation, solidarity and friendship between the inhabitants of the neighborhood with a view to fostering social cohesion in the city. The paper offers a theoretical and empirical discussion about the characteristics of particular areas designated as social housing neighborhoods. Data collection was performed in loco by giving a questionnaire to the inhabitants of the neighborhood and by direct observation. The results facilitated a balance between the needs of the residents and their ability to help their neighbors. The results are followed by a discussion and a proposal for a social marketing project targeted to the neighborhood under study.

Keywords: Social Marketing; Neighborhood Network (search for similar items in EconPapers)
JEL-codes: I31 M31 (search for similar items in EconPapers)
Date: 2015
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