Comunicação de Marketing na Formação da Imagem dos Destinos Turísticos: o caso de Cabo Verde

Segundo a Organização Mundial do Turismo (OMT), o turismo é a maior indústria do séc. XXI gerando anualmente milhares de milhões de dólares em divisas para a economia de inúmeros países. Por apresentar um conjunto de características muito específicas, o sucesso desta actividade é fortemente condicionado pela imagem que os turistas e potenciais turistas apresentam relativamente a um determinado destino. Apesar de existirem muitos factores que interferem na formação desta imagem, a comunicação de marketing é apontada, pelos investigadores, como um dos elementos que desempenha um papel crucial neste âmbito. O objecto do presente trabalho de investigação é a comunicação de marketing na formação da imagem dos destinos turísticos particularizando o arquipélago de Cabo Verde. O principal objectivo da pesquisa, é analisar a eficácia da comunicação de marketing de três organizações (Cabo Verde – Investimentos, União Nacional dos Operadores Turísticos e operador Soltropico), na promoção do arquipélago de Cabo Verde, enquanto destino turístico, no mercado português. Para a realização deste estudo empírico, foram definidas três hipóteses. Essas hipóteses foram testadas através do cruzamento da informação proveniente de uma entrevista realizada aos directores de marketing de cada uma das três organizações, com os dados obtidos a partir da análise de conteúdo dos instrumentos de comunicação que têm vindo a ser utilizados pelas respectivas entidades para promover o destino e com as respostas de um conjunto de 115 turistas portugueses, a um questionário cujo assunto se encontra relacionado com os principais atributos de Cabo Verde enquanto destino de férias. A investigação realizada permitiu verificar que, de uma forma geral, existe uma sintonia entre os atributos de Cabo Verde que as organizações têm intenção de divulgar, os atributos deste destino que são transmitidos pelos seus instrumentos comunicação e os principais atributos do arquipélago indicados pelos turistas portugueses. Contudo, os resultados do estudo revelam também a necessidade de se introduzir algumas correcções a nível de conteúdos e imagens que se encontram presentes nos instrumentos de comunicação de algumas das organizações, visando a criação de uma imagem mais atractiva deste destino.

Strategic Plan for Improved Concrete Pavement Surface Characteristics, July 2006

Surface characteristics represent a critical issue facing pavement owners and the concrete paving industry. The traveling public has come to expect smoother, quieter, and better drained pavements, all without compromising safety. The overall surface characteristics issues is extremely complex since all pavement surface characteristics properties, including texture, noise, friction, splash/spray, rolling resistance, reflectivity/illuminance, and smoothness, are complexly related. The following needs and gaps related to achieving desired pavement surface characteristics need to be addressed: determined how changes in one surface characteristic affect, either beneficially or detrimentally, other characteristics of the pavement, determine the long-term surface and acoustic durability of different textures, and develop, evaluate, and standardize new data collection and analysis tools. It is clear that an overall strategic and coordinated research approach to the problem must be developed and pursued to address these needs and gaps.

Technology Governance Board Information Technology Strategic Plan, 2006

The Technology Governance Board (TGB), established pursuant to Iowa Code Section 8A.204, developed and published this strategic information technology plan in December 2006. This plan contains the TGB's vision, mission, goals, and strategies that will lead the executive branch to an information technology infrastructure and policies that will enhance and unify the technology infrastructure to support business operations for electronic government, consistent with the vision of providing sustained support for “extraordinary customer service”.

Comunicação de Marketing na Formação da Imagem dos Destinos Turísticos: o caso de Cabo Verde

Segundo a Organização Mundial do Turismo (OMT), o turismo é a maior indústria do séc. XXI gerando anualmente milhares de milhões de dólares em divisas para a economia de inúmeros países. Por apresentar um conjunto de características muito específicas, o sucesso desta actividade é fortemente condicionado pela imagem que os turistas e potenciais turistas apresentam relativamente a um determinado destino. Apesar de existirem muitos factores que interferem na formação desta imagem, a comunicação de marketing é apontada, pelos investigadores, como um dos elementos que desempenha um papel crucial neste âmbito. O objecto do presente trabalho de investigação é a comunicação de marketing na formação da imagem dos destinos turísticos particularizando o arquipélago de Cabo Verde. O principal objectivo da pesquisa, é analisar a eficácia da comunicação de marketing de três organizações (Cabo Verde – Investimentos, União Nacional dos Operadores Turísticos e operador Soltropico), na promoção do arquipélago de Cabo Verde, enquanto destino turístico, no mercado português. Para a realização deste estudo empírico, foram definidas três hipóteses. Essas hipóteses foram testadas através do cruzamento da informação proveniente de uma entrevista realizada aos directores de marketing de cada uma das três organizações, com os dados obtidos a partir da análise de conteúdo dos instrumentos de comunicação que têm vindo a ser utilizados pelas respectivas entidades para promover o destino e com as respostas de um conjunto de 115 turistas portugueses, a um questionário cujo assunto se encontra relacionado com os principais atributos de Cabo Verde enquanto destino de férias. A investigação realizada permitiu verificar que, de uma forma geral, existe uma sintonia entre os atributos de Cabo Verde que as organizações têm intenção de divulgar, os atributos deste destino que são transmitidos pelos seus instrumentos comunicação e os principais atributos do arquipélago indicados pelos turistas portugueses. Contudo, os resultados do estudo revelam também a necessidade de se introduzir algumas correcções a nível de conteúdos e imagens que se encontram presentes nos instrumentos de comunicação de algumas das organizações, visando a criação de uma imagem mais atractiva deste destino.

Iowa's Adult Literacy Program State Plan Extension, 2005

The major purposes of Iowa’s Adult Literacy Program State Plan Extension for Program Year 2005 are: • provide a comprehensive blue print for implementation of Title II of the Act; • serve as a basis for both immediate and long-range planning and continuous, systematic evaluation of program effectiveness; • provide basis for common understanding among Iowa’s literacy partners, other interested entities and the U.S. Department of Education. The plan extension is designed to update Iowa’s Adult Literacy State Plan for Program Year 2005 in line with the guidelines provided by the United States Department of Education: Division of Adult Education and Literacy (USDE:DAEL).

Iowa's Adult Literacy Program State Plan Extension, 2006

The passage of the Workforce Investment Act of 1998 (WIA) [Public Law 105-220] by the 105th Congress has ushered in a new era of collaboration, coordination, cooperation and accountability. The overall goal of the Act is “to increase the employment, retention, earnings of participants, and increase occupational skill attainment by participants, and, as a result improve the quality of the workforce, reduce welfare dependency, and enhance the productivity and competitiveness of the Nation.” The key principles inculcated in the Act are: • streamlining services; • empowering individuals; • universal access; • increased accountability; • new roles for local boards; • state and local flexibility; • improved youth programs. The purpose of Title II, The Adult Education and Family Literacy Act (AEFLA) of the Workforce Investment Act of 1998, is to create a partnership among the federal government, states, and localities to provide, on a voluntary basis, adult education and literacy services in order to: • assist adults to become literate and obtain the knowledge and skills necessary for employment and self-sufficiency; • assist adults who are parents obtain the educational skills necessary to become full partners in the educational development of their children; • assist adults in the completion of a secondary school education. The major purposes of Iowa’s Adult Literacy Program State Plan Extension for Program Year 2006 are: • provide a comprehensive blue print for implementation of Title II of the Act; • serve as a basis for both immediate and long-range planning and continuous, systematic evaluation of program effectiveness; • provide basis for common understanding among Iowa’s literacy partners, other interested entities and the U.S. Department of Education. The plan extension is designed to update Iowa’s Adult Literacy State Plan for Program Year 2006 in line with the guidelines provided by the United States Department of Education: Division of Adult Education and Literacy (USDE:DAEL).

Iowa’s Adult Literacy Program State Plan Extension, 2007

The passage of the Workforce Investment Act of 1998 (WIA) [Public Law 105-220] by the 105th Congress has ushered in a new era of collaboration, coordination, cooperation and accountability. The overall goal of the Act is “to increase the employment, retention, earnings of participants, and increase occupational skill attainment by participants, and, as a result improve the quality of the workforce, reduce welfare dependency, and enhance the productivity and competitiveness of the Nation.”

College of Engineering Strategic Plan,2006

College of Engineering at Iowa State University produced a strategic plan for the years 2005-2010.

Consolidated Plan for Housing and Community Development: Annual Performance Report, 2007

This document is the State of Iowa's Annual Performance Report (APR) for the period beginning January 1, 2006 and ending December 31, 2006 (Program Year 2006). This report is intended to fulfill the U.S. Department of Housing and Urban Development (HUD) requirements that require the state to annually review and report the progress made in carrying out its Consolidated Plan for Housing and Community Development. This report, and the supplemental documentation included with it, replaces several year end reports submitted individually in the past.

Department of Human Rights Division of Persons with Disabilities Annual Performance Plan Report, September 2006

the Division of Persons with Disabilities, Iowa Department of Human Rights, Performance Report for fiscal year 2006 (July 1, 2005 – June 30, 2006). This report is published in accordance with the Accountable Government Act to improve decision-making and increase accountability to stakeholders and citizens. This report contains performance information regarding our primary programs including, the Youth Leadership Forum, the College Leadership Forum, the State Access Grant and the Client Assistance Program.

Análise de Reantabilidade através da Margem de Contribuição

Este trabalho versa sobre a análise de rentabilidade através da margem de contribuição e tem por objectivo evidenciar como a margem de contribuição pode ser utilizada pelos gestores, na rentabilidade dos clientes, dos produtos, dos canais de distribuição e dos segmentos de mercado em que as empresas operam. O estudo está assente num referencial teórico que faz incursões nos principais conceitos conexos ao tema principal nomeadamente: análise custo – volume – resultado, métodos apuramento dos resultados na óptica da absorção e da contribuição, e a curva ABC. Na aplicação prática, procurámos utilizar alguns instrumentos de gestão nomeadamente o ponto de equilíbrio, apuramento dos resultados por segmentos de clientes, negócios e territórios de comercialização e a aplicação da curva de experiência ABC. O caso de estudo incide sobre a empresa nacional de moagem (Moave S.A) e restringe-se ao plano de produção e embalagem através do pequeno ensaque. O processo de colecta de dados foi obtido directamente das informações fornecidas pela Direcção da empresa, nomeadamente os produtos a serem embalados, a estrutura de custos, o plano de produção, a capacidade máxima da máquina e o calendário de trabalho diário e mensal. Os resultados evidenciaram que a utilização da margem de contribuição como ferramenta de gestão, constitui um importante instrumento de análise e avaliação da rentabilidade dos produtos, dos clientes, dos canais de distribuição bem como dos territórios de comercialização. This work focuses on the analysis of profitability through contribution margin and aims to highlight the contribution margin can be used by managers, in the profitability of customers, products, distribution channels and market segments in which companies operate. The study is based on the referential theoretical that makes inroads in key concepts related to the main topic, namely: cost analysis – volume – result, methods of clearance results in optical absorption and contribution, and ABC. In practice, we try to use some management tools in the balance, such as breakeven point, clearance of results by segments of customers, business and marketing territories and the application of experience curve ABC. The case study focuses on the national milling company (Moave s.a), and restricts itself to plan production and packaging through small bagging. The process of collecting data was obtained directly from the information provided by the management of the undertaking, in particular the products to be packed, the cost structure, the production plan, the maximum capacity of the machine and the daily work schedule and monthly. The results showed that the use of the contribution margin as a management tool constitutes an important instrument of analysis and assessment of the profitability of products, customers, distribution channels and marketing territories.

LSTA Five Year Plan, 1998-2002, 2002

The LSTA goals for Iowa, FY98-FY02, are as follows: 1. Provide all Iowans with expanded access to information and materials through the State of Iowa Libraries Online (SILO) network. 2. Improve library service to Iowans through knowledgeable, well-trained staff and wellinformed public library trustees and library users. 3. Meet Iowans’ increasing demands for information and library services by identifying and encouraging resource sharing and partnerships. 4. Provide state level leadership and services to accomplish the LSTA Five-Year Plan. The primary objectives of this evaluation are to provide: $ An assessment of the overall impact of Iowa’s LSTA funding and success in achieving the goals identified in the state’s five-year plan. $ An in-depth analysis of two specific goals from the plan: providing Iowans with expanded access to information and materials through the State of Iowa Libraries Online (SILO) network; and improving library service to Iowans through knowledgeable, well-trained staff and well-informed public library trustees and library users. LSTA built on accomplishments made possible with the federal HEA II-B grant awarded to the State Library in 1995. This grant led the way in bringing technology to Iowa libraries by creating an electronic library network for resource sharing. SILO (State of Iowa Libraries Online) became fully functional in 1997. The State Library continued funding SILO with LSTA money when the grant ended. This funding supports the SILO infrastructure, providing equitable access to information through cutting edge technology to Iowans in both small and large, rural and urban, communities. Access to electronic material and information has encouraged public libraries to increase the number of computers and public access to the Internet. LSTA funding was used to increase training opportunities for library staff and trustees. Many programs, such as librarian certification, were strengthened by an increase in continuing education opportunities.

LSTA Five Year Plan Evaluation Report 2003-2007, 2007

The mission of the State Library of Iowa is to advocate for Iowa libraries and to promote excellence and innovation in library services, in order to provide statewide access to information for all Iowans. Federal support through LSTA funds has been critical to the State Library’s ability to fulfill this mission. Ultimately, the State Library seeks to sustain a state of learners because lifelong learning is essential to individual success and to a democratic society. State Library support empowers Iowa libraries of all types to provide leadership and services to enhance learning in families and communities, to build 21st century skills, to sustain cultural heritage and to increase civic participation.

LSTA Five Year Plan 2003-2007, 2007

The Iowa Commission of Libraries, the State Library’s governing board, convened the Library Services Task Force in August 2000. This group consisted of 46 Iowans from across the state, including librarians from all types of libraries, library trustees, legislators, members of Iowa Regional Library system (now called Library Service Areas) and Area Education Agencies, and citizens. Their mission was to make recommendations to the Commission on positioning libraries to effectively and efficiently meet the future needs of Iowans. Needs and expectations of Iowa Library customers and funding authorities were identified and examined by the Task Force, and are reflected in its recommendations. The Commission received the Task Force recommendations in December 2000, carefully studied them, solicited input from the Iowa library community, and with a few changes, forwarded the recommendations to the Governor and the Iowa General Assembly. These recommendations are now known as Iowa Commission of Libraries priorities and serve as a blueprint for future development of the Iowa library system. A second need assessment was conducted in 2001 as part of the process to formulate the joint Library Service Area – State Library Plan of Service 2003-2005. Biennial development of this plan is mandated by the Code of Iowa. In 2001, Library Service Area and Library Development staff from the State Library chose to completely revamp this plan, and used the process outlined in the The New Planning for Results by Sandra Nelson (the Public Library Association planning model) to do so. The group conducted a strengths/weaknesses/opportunities/threat analysis of the Iowa library situation, identified needs and put them in priority order, and identified service responses. Needs identified by the Library Services Task Force were similar to those identified by the Library Service Area and Library Development staff group. These needs were further analyzed and documented by State Library staff during the development of the LSTA plan. Sources consulted are identified in the text of the LSTA plan and/or listed at the close of this document. The text of the Library Services Task Force report and the documents created during the development of the Plan of Service 2003-2005 are cited in the appendix to this document.

LSTA Five Year Plan, 1998-2002, 2002

The LSTA goals for Iowa, FY98-FY02, are as follows: 1. Provide all Iowans with expanded access to information and materials through the State of Iowa Libraries Online (SILO) network. 2. Improve library service to Iowans through knowledgeable, well-trained staff and wellinformed public library trustees and library users. 3. Meet Iowans’ increasing demands for information and library services by identifying and encouraging resource sharing and partnerships. 4. Provide state level leadership and services to accomplish the LSTA Five-Year Plan. The primary objectives of this evaluation are to provide: $ An assessment of the overall impact of Iowa’s LSTA funding and success in achieving the goals identified in the state’s five-year plan. $ An in-depth analysis of two specific goals from the plan: providing Iowans with expanded access to information and materials through the State of Iowa Libraries Online (SILO) network; and improving library service to Iowans through knowledgeable, well-trained staff and well-informed public library trustees and library users. LSTA built on accomplishments made possible with the federal HEA II-B grant awarded to the State Library in 1995. This grant led the way in bringing technology to Iowa libraries by creating an electronic library network for resource sharing. SILO (State of Iowa Libraries Online) became fully functional in 1997. The State Library continued funding SILO with LSTA money when the grant ended. This funding supports the SILO infrastructure, providing equitable access to information through cutting edge technology to Iowans in both small and large, rural and urban, communities. Access to electronic material and information has encouraged public libraries to increase the number of computers and public access to the Internet. LSTA funding was used to increase training opportunities for library staff and trustees. Many programs, such as librarian certification, were strengthened by an increase in continuing education opportunities.