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A Social Marketing Approach for Developing a Neighborhood Network

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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.

Suggested Citation

  • Sequeira, Cláudia & Oliveira, Patrícia & Rodrigues, Ricardo & Sousa, Vanessa & Agapito, Dora, 2015. "A Social Marketing Approach for Developing a Neighborhood Network," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 204-215.
    • Handle: RePEc:ris:jspord:0055
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    More about this item

    Keywords

    Social Marketing; Neighborhood Network;

    JEL classification:

    • I31 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - General Welfare, Well-Being
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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