Aplicação do Place Attachment no processo de construção da identidade de marca da Festa de Sant'Ana em Caicó, Rio Grande do Norte, Brasil
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 appropriate...
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| Formato: | Dissertação |
| Idioma: | pt_BR |
| Publicado em: |
Brasil
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| Endereço do item: | https://repositorio.ufrn.br/jspui/handle/123456789/27466 |
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| 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 qualiquantitative 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. |
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