Banca de DEFESA: MELLYSSA LAYLA BARBOSA DAMASCENO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : MELLYSSA LAYLA BARBOSA DAMASCENO
DATE: 30/08/2024
TIME: 09:30
LOCAL: https://meet.google.com/iyk-hdxb-bmp
TITLE:

The brand personality of Natal city destination under tour guides perspective

KEY WORDS:

Branding; Destination Brand Personality; Natal/Rio Grande do Norte; Tourism.

PAGES: 85
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Tourism is a complex activity whose commercial approach encourages destinations to invest in different strategies in order to stand out from the competitive market. One of these strategies is the formulation of destination brands, which communicate directly with the local tourist public. The branding manages to create a deeper relationship with tourists by humanasing the destination. In this way, tourists visualise the place they are visiting with emotions, personalities and other characteristics attributed to people. As these tourists often turn to tourist guides to define their experience at the destination, the aim of this dissertation is to: Understand how tourist guides perceive the tourist brand of the destination Natal, based on the Brand Personality Scale. This method analyses the destination's brand based on 42 variables divided into 5 dimensions. The quantitative data was analysed using SPSS software. The analyses were validated using Cronbach's Alpha. The results show that tourist guides see the city as sincere, family-orientated, healthy, cheerful, cool, charming and friendly. The main audience for the guides are families from nearby towns, which may explain this positioning. However, when it comes to the Brand specifically, similarities are pointed out between ‘Viva Natal’ and other successful brands, leading to questions about the ‘touristification’ of the destination, i.e. the creation of experiences, and in this case, brands, which make little use of the local identity, being similar to other cases. To deepen the discussion, future studies suggest reapplying the method with tourists, preferably with a larger sample.

COMMITTEE MEMBERS:
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Interno - 1160199 - SERGIO MARQUES JUNIOR
Externa ao Programa - ***.181.430-** - GIOVANA GORETTI FEIJÓ DE ALMEIDA - UNISC
Externo ao Programa - 1679532 - LUIS ROBERTO ROSSI DEL CARRATORE - UFRNExterna à Instituição - JULIANA VIEIRA DE ALMEIDA