From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA
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Publication Date: | 2021 |
Other Authors: | , |
Format: | Article |
Language: | por eng |
Source: | Revista Brasileira de Pesquisa em Turismo |
Download full: | https://rbtur.org.br/rbtur/article/view/1969 |
Summary: | The article aims to understand the movement of the (re)positioning of Ilhéus as a brand, from a traditional destination of Sun & Sea tourism to a destination of cacao/chocolate experiential tourism. The theoretical framework used to support data analysis is that of Destination Branding and Experiential Tourism. Qualitative research with data collection was carried out through interviews with four local personalities: the Deputy Mayor of the city, a businessman and President of the Costa do Cacau Convention and Visitors Bureau, the owner of the tourism agency responsible for commercializing the Costa do Cacau area, and the owner of a cacao farm that receives tourists. The data were interpreted based on Thematic Analysis, which made it possible to observe a movement of repositioning Ilhéus as a brand – from a destination already based on Sun & Sea tourism to a destination more focused on its cacao and chocolate culture. Based on the interviews, a historical survey of the tourism activities in the region was also discussed. Finally, it was observed that: a) there is agreement among the interviewees about the relevance of chocolate and cacao to the identity of the destination; b) there is a unanimous perception that Ilhéus has a lot of mass tourism activity, in which visitors have weak knowledge about the region's culture and history; c) there is a consumer movement that looks for experiences involving cacao and chocolate in the region; d) there is also a movement to create cacao/chocolate tourism products and experiential tourism in the region. |
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From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BADe la crisis del cacao al turismo experimental del chocolate: el comienzo del movimiento de reposicionamiento de marca del destino turístico Ilhéus-BADa crise cacaueira ao turismo experiencial chocolateiro: o início do movimento de reposicionamento de marca do destino turístico Ilhéus-BAExperiential TourismCacao and Chocolate TourismDestination BrandBahia.Experiencia de turismoTurismo de Cacao y ChocolateMarca de destinos turísticosSur de Bahia.Turismo de ExperiênciaTurismo de Cacau e ChocolateMarca de Destinos TurísticosSul da Bahia. The article aims to understand the movement of the (re)positioning of Ilhéus as a brand, from a traditional destination of Sun & Sea tourism to a destination of cacao/chocolate experiential tourism. The theoretical framework used to support data analysis is that of Destination Branding and Experiential Tourism. Qualitative research with data collection was carried out through interviews with four local personalities: the Deputy Mayor of the city, a businessman and President of the Costa do Cacau Convention and Visitors Bureau, the owner of the tourism agency responsible for commercializing the Costa do Cacau area, and the owner of a cacao farm that receives tourists. The data were interpreted based on Thematic Analysis, which made it possible to observe a movement of repositioning Ilhéus as a brand – from a destination already based on Sun & Sea tourism to a destination more focused on its cacao and chocolate culture. Based on the interviews, a historical survey of the tourism activities in the region was also discussed. Finally, it was observed that: a) there is agreement among the interviewees about the relevance of chocolate and cacao to the identity of the destination; b) there is a unanimous perception that Ilhéus has a lot of mass tourism activity, in which visitors have weak knowledge about the region's culture and history; c) there is a consumer movement that looks for experiences involving cacao and chocolate in the region; d) there is also a movement to create cacao/chocolate tourism products and experiential tourism in the region. El artículo tiene como objetivo comprender el movimiento de (re)posicionamiento de la marca Ilhéus, desde un destino tradicional de sol y mar a un destino para el turismo de experiencia de chocolate. Como base teórica para apoyar la interpretación de los datos, se adoptaron las construcciones de destinos turísticos y turismo experiencial. Con este fin, se llevó a cabo una investigación cualitativa con recolección de datos a través de entrevistas con cuatro gerentes locales: el vicealcalde de la ciudad, un empresario y presidente de Convention and Visitors Bureau de Costa do Cacau, la propietaria de la agencia de turismo responsable de comercialización de Costa do Cacau y, finalmente, el dueño de una granja de cacao que recibe turistas. Los datos fueron interpretados en base a un Análisis Temático, que permitió observar un movimiento de reposicionamiento de la marca Ilhéus desde un destino ya consolidado como sol y mar, a un destino más centrado en su cultivo de cacao y chocolate, pero aún en su fase inicial y tímido. En base a las entrevistas, también se realizó una encuesta histórica del turismo en la región. Finalmente, se observó que: a) existe un acuerdo entre los entrevistados sobre la relevancia del chocolate y el cacao para la identidad del destino; b) existe la percepción unánime de que Ilhéus tiene mucha actividad de turismo de masas, en la cual los visitantes tienen poco conocimiento sobre la cultura y la historia de la región; c) existe un movimiento de consumidores que busca experiencias más diferenciadas, buscando cacao y chocolate en la región; d) también existe un movimiento para crear productos turísticos destinados al cacao y el chocolate y al turismo experiencial en la región. O artigo tem por objetivo compreender o movimento de (re)posicionamento da marca de Ilhéus, de destino tradicional de sol e mar para um destino de turismo experiencial chocolateiro. Como base teórica para dar suporte à interpretação dos dados foram adotados os construtos marca de destinos turísticos e turismo experiencial. Para tanto, foi desenvolvida uma pesquisa qualitativa com coleta de dados realizada por meio de entrevistas com quatro gestores locais: o vice-prefeito da cidade, um empresário e presidente do Costa do Cacau Convention and Visitors Bureau, a proprietária da agência de turismo responsável pela comercialização da Costa do Cacau e, por fim, o proprietário de uma fazenda de cacau que recebe turistas. Os dados foram interpretados a partir de uma Análise Temática, que possibilitou observar que o movimento de reposicionamento da marca Ilhéus existe, mas ainda em fase inicial e tímida de mudança. Fez-se, ainda, a partir das entrevistas, um levantamento histórico do turismo na região. Observou-se, por fim, que: a) há concordância entre os entrevistados sobre a relevância do chocolate e do cacau para a identidade do destino; b) há percepção unânime de que Ilhéus possui muita atividade de turismo de massa, em que os visitantes tem pouco conhecimento sobre a cultura e história da região; c) há um movimento de consumidores que visam experiências mais diferenciadas, de busca pelo cacau e pelo chocolate da região; d) há, também, um movimento de criação de oferta de produtos turísticos voltados ao cacau e ao chocolate e ao turismo experiencial na região. Anptur2021-03-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer reviewedEvaluado por paresAvaliado por paresapplication/pdfapplication/pdfhttps://rbtur.org.br/rbtur/article/view/196910.7784/rbtur.v15i2.1969Revista Brasileira de Pesquisa em Turismo; Vol. 15 No. 2 (2021): maio/agosto; 1969Revista Brasileira de Pesquisa em Turismo; Vol. 15 Núm. 2 (2021): maio/agosto; 1969Revista Brasileira de Pesquisa em Turismo; v. 15 n. 2 (2021): maio/agosto; 19691982-6125reponame:Revista Brasileira de Pesquisa em Turismoinstname:Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)instacron:ANPPGTporenghttps://rbtur.org.br/rbtur/article/view/1969/1430https://rbtur.org.br/rbtur/article/view/1969/1431Copyright (c) 2021 Mariana Bueno de Andrade-Matos, Maria de Lourdes de Azevedo Barbosa, João Henrique Costainfo:eu-repo/semantics/openAccessAndrade-Matos, Mariana Bueno deBarbosa, Maria de Lourdes de AzevedoCosta, João Henrique2021-04-20T00:48:35Zoai:ojs.emnuvens.com.br:article/1969Revistahttps://rbtur.org.br/rbturONGhttps://rbtur.org.br/rbtur/oai||edrbtur@gmail.com|| glauber.santos@usp.br1982-61251982-6125opendoar:2021-04-20T00:48:35Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)false |
dc.title.none.fl_str_mv |
From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA De la crisis del cacao al turismo experimental del chocolate: el comienzo del movimiento de reposicionamiento de marca del destino turístico Ilhéus-BA Da crise cacaueira ao turismo experiencial chocolateiro: o início do movimento de reposicionamento de marca do destino turístico Ilhéus-BA |
title |
From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA |
spellingShingle |
From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA Andrade-Matos, Mariana Bueno de Experiential Tourism Cacao and Chocolate Tourism Destination Brand Bahia. Experiencia de turismo Turismo de Cacao y Chocolate Marca de destinos turísticos Sur de Bahia. Turismo de Experiência Turismo de Cacau e Chocolate Marca de Destinos Turísticos Sul da Bahia. |
title_short |
From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA |
title_full |
From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA |
title_fullStr |
From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA |
title_full_unstemmed |
From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA |
title_sort |
From cacao crisis to chocolate experiential tourism: the beginning of the brand repositioning movement of the tourist destination of Ilhéus-BA |
author |
Andrade-Matos, Mariana Bueno de |
author_facet |
Andrade-Matos, Mariana Bueno de Barbosa, Maria de Lourdes de Azevedo Costa, João Henrique |
author_role |
author |
author2 |
Barbosa, Maria de Lourdes de Azevedo Costa, João Henrique |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Andrade-Matos, Mariana Bueno de Barbosa, Maria de Lourdes de Azevedo Costa, João Henrique |
dc.subject.por.fl_str_mv |
Experiential Tourism Cacao and Chocolate Tourism Destination Brand Bahia. Experiencia de turismo Turismo de Cacao y Chocolate Marca de destinos turísticos Sur de Bahia. Turismo de Experiência Turismo de Cacau e Chocolate Marca de Destinos Turísticos Sul da Bahia. |
topic |
Experiential Tourism Cacao and Chocolate Tourism Destination Brand Bahia. Experiencia de turismo Turismo de Cacao y Chocolate Marca de destinos turísticos Sur de Bahia. Turismo de Experiência Turismo de Cacau e Chocolate Marca de Destinos Turísticos Sul da Bahia. |
description |
The article aims to understand the movement of the (re)positioning of Ilhéus as a brand, from a traditional destination of Sun & Sea tourism to a destination of cacao/chocolate experiential tourism. The theoretical framework used to support data analysis is that of Destination Branding and Experiential Tourism. Qualitative research with data collection was carried out through interviews with four local personalities: the Deputy Mayor of the city, a businessman and President of the Costa do Cacau Convention and Visitors Bureau, the owner of the tourism agency responsible for commercializing the Costa do Cacau area, and the owner of a cacao farm that receives tourists. The data were interpreted based on Thematic Analysis, which made it possible to observe a movement of repositioning Ilhéus as a brand – from a destination already based on Sun & Sea tourism to a destination more focused on its cacao and chocolate culture. Based on the interviews, a historical survey of the tourism activities in the region was also discussed. Finally, it was observed that: a) there is agreement among the interviewees about the relevance of chocolate and cacao to the identity of the destination; b) there is a unanimous perception that Ilhéus has a lot of mass tourism activity, in which visitors have weak knowledge about the region's culture and history; c) there is a consumer movement that looks for experiences involving cacao and chocolate in the region; d) there is also a movement to create cacao/chocolate tourism products and experiential tourism in the region. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-03-14 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer reviewed Evaluado por pares Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbtur.org.br/rbtur/article/view/1969 10.7784/rbtur.v15i2.1969 |
url |
https://rbtur.org.br/rbtur/article/view/1969 |
identifier_str_mv |
10.7784/rbtur.v15i2.1969 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://rbtur.org.br/rbtur/article/view/1969/1430 https://rbtur.org.br/rbtur/article/view/1969/1431 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Anptur |
publisher.none.fl_str_mv |
Anptur |
dc.source.none.fl_str_mv |
Revista Brasileira de Pesquisa em Turismo; Vol. 15 No. 2 (2021): maio/agosto; 1969 Revista Brasileira de Pesquisa em Turismo; Vol. 15 Núm. 2 (2021): maio/agosto; 1969 Revista Brasileira de Pesquisa em Turismo; v. 15 n. 2 (2021): maio/agosto; 1969 1982-6125 reponame:Revista Brasileira de Pesquisa em Turismo instname:Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) instacron:ANPPGT |
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Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) |
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ANPPGT |
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ANPPGT |
reponame_str |
Revista Brasileira de Pesquisa em Turismo |
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Revista Brasileira de Pesquisa em Turismo |
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Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR) |
repository.mail.fl_str_mv |
||edrbtur@gmail.com|| glauber.santos@usp.br |
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