In the last few decades, branding is an important part of marketing tourism destinations. Tour‑ ist destinations started to be seen as companies and started to use the brand as a way to attract and retain visitors. The brand is based on a perspective of value creation acting as a differentiation strategy in an increasingly competitive market. In this context, this study presented here sought to understand how the regional entity of Tourism in Porto and Northern Portugal has developed its marketing through branding. In methodological terms, in a first part, there is an analysis of the literature on the concept of brands, and in a second part, the strategies adopted by the target entity of our study were analysed. As main conclusions, it was found that this entity sought to create its own brand, aggregating all anchor strategic products and complementary products, from its sub‑regions with a view to promoting its natural and heritage resources, and to convey the idea of a glam‑ orousa cosmopolitan destination with history and tradition.

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With the increasing number of destinations there is a need to study visitors’ behaviour and how to achieve their loyalty. The aim of this exploratory study is to test and analyse the Place Attachment’ scale in the context of tourist destinations by considering its various dimensions. The methodology applied was quantitative, and data collection was carried out through the use of a questionnaire survey. The territory under analysis was a protected area in Northern Portugal, Peneda‑Gerês, the only national park in the country. A total of 507 valid questionnaires were collected and subsequently coded. According to the data collected, there are dimensions in which the degree of agreement is higher than others: the dimensions of Place Dependence and Place Identity stand out in relation to the dimensions of Affective Attachment and Social Bonds. This happens because people frequent certain places more because of what the place provides or offers than for the social relationships that may occur in that place.

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