Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia
Tourism promotion is essential for the commercialization of a destination, with the challenges of boosting the location and market positioning. However, with the arrival of Covid-19, the relationship between tourism segments and tourists suffers interference, given that communication regarding publi...
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Universidade Federal do Rio Grande do Norte
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Promoção Turística Marketing de Destino Marca de destino Rio Grande do Norte Pandemia Covid-19 Tourist Promotion Destination Marketing Brand Destination Covid-19 Pandemic |
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Promoção Turística Marketing de Destino Marca de destino Rio Grande do Norte Pandemia Covid-19 Tourist Promotion Destination Marketing Brand Destination Covid-19 Pandemic Sousa, Sara Jane Almeida de Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia |
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Tourism promotion is essential for the commercialization of a destination, with the challenges of boosting the location and market positioning. However, with the arrival of Covid-19, the relationship between tourism segments and tourists suffers interference, given that communication regarding public safety and the closure of various sectors directly impacts the regional and national flow of localities. In this sense, the present study aims to analyze the brand promotion strategy of the tourist destination Rio Grande do Norte during the Covid-19 pandemic. For this, the methodology adopted was of the descriptive-exploratory type, regarding the objectives, with a qualitative approach and application of interviews with five employees of the Empresa Potiguar de Promoção Turística (EMPROTUR) analyzed with the technique of co-occurrences and the documentary analysis of the planning of marketing in the State of Rio Grande do Norte (RN). In the results obtained, it was possible to verify that the RN's tourism promotion strategys is based on commercial intelligence, based on data, responsible for the assertiveness of actions, it has as a pillar the relationship, with strategic partnerships with trade and market, with the aim of promoting, strengthening and mutual growth, and brought digital marketing, as a new pillar prioritized during the recovery process, combined with digital platforms for reaching and communicating with the public. In this way, strategies to promote the brand of the tourist destination Rio Grande do Norte are presented, as fundamental tools for the tourism sector, in terms of promotion and alignment of the tourist chain, especially during the crisis period. It's concluded that knowledge of the market and past strategies is related to the time that managers work at EMPROTUR and this knowledge was a key point for the resumption of tourism in the State of RN. |
| author2 |
Macedo, Raquel Fernandes de |
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Macedo, Raquel Fernandes de Sousa, Sara Jane Almeida de |
| format |
bachelorThesis |
| author |
Sousa, Sara Jane Almeida de |
| author_sort |
Sousa, Sara Jane Almeida de |
| title |
Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia |
| title_short |
Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia |
| title_full |
Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia |
| title_fullStr |
Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia |
| title_full_unstemmed |
Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia |
| title_sort |
estratégias de promoção da marca do destino turístico rio grande do norte em tempos de pandemia |
| publisher |
Universidade Federal do Rio Grande do Norte |
| publishDate |
2022 |
| url |
https://repositorio.ufrn.br/handle/123456789/48939 |
| work_keys_str_mv |
AT sousasarajanealmeidade estrategiasdepromocaodamarcadodestinoturisticoriograndedonorteemtemposdepandemia AT sousasarajanealmeidade brandingpromotionstrategiesforthetouristdestinationriograndedonorteintimesofpandemic |
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ri-123456789-489392022-08-01T19:07:04Z Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia Branding promotion strategies for the tourist destination Rio Grande do Norte in times of pandemic Sousa, Sara Jane Almeida de Macedo, Raquel Fernandes de https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K2183337E2&tokenCaptchar=03ANYolqs2UEL4kCoryLVfO8fkq9j3-udQjqMqV5aIxasc1hvLc9e4GCfGMGjeia-bkDkFYWUaPyp13x2fsHVc3YTqqhVeANztVmGeLd4WQ7pWyS-um2GOpW-v3cOjosueTdEz4ik0KeobbAEBPyNTCgFBpVKGDj33LMWQBPR1yGxPYQg82yNEzJWwwI8INUQCD9wAnHlgb4AmoL-WB6qL1ymJg6oo3ZCS9BUKH6dfMy0IPniz5xBbndc-bQmsYR0qa_1vwoDApI7_BYtu-Fc1aHqaohWd50NuC9MT6kpz5A2iy1KCGNVK6tZszQBo6aBAOVpOSNnLie6JEBXbatanlWC6_Y2frf84bbHcI9fDx_JS8i7j_AkYf9uGo1cDatMiKz1OJhtjaTkXvCF94VyU8IL0F97Sw3-T0WSMt8dTXSVvTRoxd3DyIFzOipqgjWhIrN4wNfy0ZMv1XEOfLXz1vCRz3o_iotRYYDVzbzBXtfiiO3tD9ieAkh1Xjf2gXOihbIAEoaCfJ3QIy-rFOd5I24a97KHLg9AUaA Macedo, Raquel Fernandes de Silva, Jessyca Rodrigues Henrique da Cavalcante, Érica Dayane Chaves Promoção Turística Marketing de Destino Marca de destino Rio Grande do Norte Pandemia Covid-19 Tourist Promotion Destination Marketing Brand Destination Covid-19 Pandemic Tourism promotion is essential for the commercialization of a destination, with the challenges of boosting the location and market positioning. However, with the arrival of Covid-19, the relationship between tourism segments and tourists suffers interference, given that communication regarding public safety and the closure of various sectors directly impacts the regional and national flow of localities. In this sense, the present study aims to analyze the brand promotion strategy of the tourist destination Rio Grande do Norte during the Covid-19 pandemic. For this, the methodology adopted was of the descriptive-exploratory type, regarding the objectives, with a qualitative approach and application of interviews with five employees of the Empresa Potiguar de Promoção Turística (EMPROTUR) analyzed with the technique of co-occurrences and the documentary analysis of the planning of marketing in the State of Rio Grande do Norte (RN). In the results obtained, it was possible to verify that the RN's tourism promotion strategys is based on commercial intelligence, based on data, responsible for the assertiveness of actions, it has as a pillar the relationship, with strategic partnerships with trade and market, with the aim of promoting, strengthening and mutual growth, and brought digital marketing, as a new pillar prioritized during the recovery process, combined with digital platforms for reaching and communicating with the public. In this way, strategies to promote the brand of the tourist destination Rio Grande do Norte are presented, as fundamental tools for the tourism sector, in terms of promotion and alignment of the tourist chain, especially during the crisis period. It's concluded that knowledge of the market and past strategies is related to the time that managers work at EMPROTUR and this knowledge was a key point for the resumption of tourism in the State of RN. A promoção turística é essencial para a comercialização de um destino, tendo como desafios o impulsionamento da localidade e posicionamento de mercado. No entanto, com a chegada do Covid-19, a relação dos segmentos de turismo com o turista sofre uma interferência, tendo em vista que a comunicação referente à segurança pública e ao fechamento de vários setores impacta diretamente no fluxo regional e nacional das localidades. Nesse sentido, o presente estudo tem como objetivo analisar as estratégias de promoção da marca do destino turístico Rio Grande do Norte durante a pandemia do Covid-19. Para isso, a metodologia adotada foi do tipo descritivo-exploratório, quanto aos objetivos, com abordagem qualitativa e aplicação de entrevistas com cinco colaboradores da Empresa Potiguar de Promoção Turística (EMPROTUR) analisadas com a técnica de co-ocorrências e a análise documental dos planejamentos de marketing do Estado do Rio Grande do Norte (RN). Nos resultados obtidos, foi possível constatar que as estratégias de promoção turística do RN são baseadas na inteligência comercial, pautada em dados, responsável pela assertividade das ações, tem como pilar o relacionamento, com parcerias estratégicas com trade e mercado, com o intuito de promoção, fortalecimento e crescimento mútuo e trouxe o marketing digital, como novo pilar, priorizado durante o processo de retomada, aliado as plataformas digitais para alcance e comunicação com o público. Dessa forma, são apresentadas as estratégias de promoção da marca do destino turístico Rio Grande do Norte, como ferramentas fundamentais para o setor turístico, no quesito promoção e alinhamento da cadeia turística, principalmente durante o período de crise. Conclui-se que o conhecimento do mercado e das estratégias passadas tem relação com o tempo que os gestores atuam na EMPROTUR e esse conhecimento foi ponto chave para retomada do turismo no Estado do RN. 2022-08-01T19:07:03Z 2022-08-01T19:07:03Z 2022-07-14 bachelorThesis SOUSA, Sara Jane Almeida de. Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia. 2022. 142f. Monografia (Graduação em Turismo) - Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2022. https://repositorio.ufrn.br/handle/123456789/48939 pt_BR Attribution-NoDerivs 3.0 Brazil http://creativecommons.org/licenses/by-nd/3.0/br/ application/pdf Universidade Federal do Rio Grande do Norte Brasil UFRN Turismo Departamento de Turismo |