Banca de DEFESA: ALINE MAYARA MARINHO XAVIER DA SILVA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : ALINE MAYARA MARINHO XAVIER DA SILVA
DATA : 12/04/2019
HORA: 14:00
LOCAL: NEPSA II
TÍTULO:

APPLICATION OF THE PLACE ATTACHMENT MODEL IN THE CONSTRUCTION PROCESS OF THE BRAND IDENTITY OF THE FEAST OF SANT'ANA IN CAICÓ RIO GRANDE DO NORTE, BRAZIL


PALAVRAS-CHAVES:

Brand Identity; Attachment to the place; Religious Tourism; Events.


PÁGINAS: 103
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Turismo
RESUMO:

Brands are symbolic representations that provide a unique identification for products and services. This intangible asset is increasingly inserted in the process of relationship of companies, tourist destinations and organizations in general. In this context, the event market has also appropriated this strategy, since many destinations use events to enhance their historical and cultural identities. Therefore, the objective of the research is to analyze through the place attachment model the process of constructing the brand identity of the feast of Sant'Ana in Caicó, Rio Grande do Norte, Brazil. The Municipality is located in the Seridó region, in the state of Rio Grande do Norte. The party has been going On for 270 years and this highlights a strong local religious representation. In This scenario, it was pertinent to understand how stakeholders develop the planning and organization of the event. The Feast of Sant'Ana is considered intangible cultural heritage, according To the Institute of National Historical and Artistic Heritage (IPHAN). This is a descriptive and exploratory study of quali-quantitative approach. In The qualitative part, interviews were conducted in depth with the stakeholders involved in the organizational process of the event. In The quantitative study, questionnaires were applied to the party's visitors, seeking to understand the elements involved in the relationship between the destination and the visitors. To Guide The development of the collection instruments, the theoretical model of place attchment was used, which assisted the whole construction of this work. The results found show the elements that characterize the religious mark of the Feast of Sant'Ana. The characteristics presented are linked to the place attachment, revealing that the relationship of attachment and brand of the party is linked to historical and cultural factors that represent the municipality of Caicó. That is, it is perceived that faith and devotion to "Lady" Sant'Ana express the identity of the municipality of Caicó and this has become a strong feature for the place. The visitor's high bond with the feast is also Observed. It is Concluded that the faith and bond of attachment to the place are the most significant variables in the process of constructing the religious brand of the feast of Sant'Ana. Building and strengthening these brand variables will signal a relevant strategic positioning for the locality.


MEMBROS DA BANCA:
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Interno - 1160199 - SERGIO MARQUES JUNIOR
Externo ao Programa - 1679532 - LUIS ROBERTO ROSSI DEL CARRATORE
Externa à Instituição - JULIANA VIEIRA DE ALMEIDA - IFRN
Notícia cadastrada em: 03/04/2019 17:39
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