Banca de QUALIFICAÇÃO: MARIA CAROLINA CAVALCANTE DIAS

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
DISCENTE : MARIA CAROLINA CAVALCANTE DIAS
DATA : 11/08/2017
HORA: 15:00
LOCAL: NEPSA 2
TÍTULO:

BRANDING OF TOURIST DESTINATIONS: A STUDY FROM "SAFFRON CITY BRAND CRITERIA"

PALAVRAS-CHAVES:

Place Marketing; Tourist Destinations Branding; Saffron City Brand Criteria; Brazilian Northeast Destinations.

PÁGINAS: 75
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Turismo
RESUMO:

Competitiveness in the tourism sector encourages the destinations to develop strategies and tools for their differentiation and favorable positioning. For this, one of the alternatives is the incorporation of strategic brand management, understood as a marketing tool designed to communicate the unique identity of the destination, distinguish it from its competitors and carry out its promotion. In this context, the studies on the branding of tourist destinations present research focused on the construction, management and evaluation of the brand and contribute to the understanding of how this process occurs in the destinations. Thus, the present study intends to analyze the similar destinations from the Brazilian Northeast region and their individual brands, based on the “Saffron City Brand Criteria” as a guide. The methodology used in the study has a descriptive-exploratory profile with a qualitative approach. As a resource for data collection, it makes use of semi-structured open interviews with managers and representatives of the tourism traditions of the selected destinations. Through contente analysis supported by the NVIVO software, it is expected, at the end of the study, to present the composition of the brands of the destinations researched and how they are positioned in the market. It also intends to offer contributions to branding researching in the field of tourism.

MEMBROS DA BANCA:
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Externo ao Programa - 1679532 - LUIS ROBERTO ROSSI DEL CARRATORE
Interno - 1160199 - SERGIO MARQUES JUNIOR