Place Branding With Sustainability: Case of Vila Do Abraão
Autor(a) principal: | |
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Data de Publicação: | 2020 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Brasileira de Ecoturismo |
Texto Completo: | https://periodicos.unifesp.br/index.php/ecoturismo/article/view/6739 |
Resumo: | This study aims to analyze the ecotourism as a strategic segment for sun destinations and more fragile destinations, as beach and Islands which aim environmental preservation. The choice of this theme is given by the fact noted that in the tourism industry, the sun tourism segments and culture are generally prioritized by most of the tourist destinations, not only in the state of Rio de Janeiro as in other regions from the country. Although some destinations in Rio already intend much of its attention and resources to the development of ecotourism, it is noted that much can still be done in terms of targeting public and private policies. Unlike other segments affected largely by the seasons, ecological activities can be held throughout the year in different formats, such as observation and contemplation, sports competitions, scientific studies, among others. This feature makes the sector an excellent tool to reduce the state's seasonality curve, which is greatly influenced by the sun and beach segment, and somehow contribute to the sustainability of destinations. This study aims to investigate the Ilha Grande (Big Island) destination can benefit when using the Place Branding tools guided throw ecotourism segment and thus contribute to the sustainability of the destination. To achieve this goal, the survey was conducted through research with secondary data. The research method, based on Yin (2005), was the case study of the Big Island destination, through a qualitative study. The results showed positive aspects to prioritize the promotion of sun and beach destinations, together with products and services related to ecotourism Segment. The data also shows this strategy to attract people more aware of travel habits and with great care in preserving the destination and contribute to the local economy and directly to local sustainability. |
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Place Branding With Sustainability: Case of Vila Do AbraãoMarketing de destino com sustentabilidade: o caso de Vila do AbraãoEcotourismSustainabilityBig IslandPlace BrandingEcoturismoSustentabilidadeIlha GrandePlace BrandingThis study aims to analyze the ecotourism as a strategic segment for sun destinations and more fragile destinations, as beach and Islands which aim environmental preservation. The choice of this theme is given by the fact noted that in the tourism industry, the sun tourism segments and culture are generally prioritized by most of the tourist destinations, not only in the state of Rio de Janeiro as in other regions from the country. Although some destinations in Rio already intend much of its attention and resources to the development of ecotourism, it is noted that much can still be done in terms of targeting public and private policies. Unlike other segments affected largely by the seasons, ecological activities can be held throughout the year in different formats, such as observation and contemplation, sports competitions, scientific studies, among others. This feature makes the sector an excellent tool to reduce the state's seasonality curve, which is greatly influenced by the sun and beach segment, and somehow contribute to the sustainability of destinations. This study aims to investigate the Ilha Grande (Big Island) destination can benefit when using the Place Branding tools guided throw ecotourism segment and thus contribute to the sustainability of the destination. To achieve this goal, the survey was conducted through research with secondary data. The research method, based on Yin (2005), was the case study of the Big Island destination, through a qualitative study. The results showed positive aspects to prioritize the promotion of sun and beach destinations, together with products and services related to ecotourism Segment. The data also shows this strategy to attract people more aware of travel habits and with great care in preserving the destination and contribute to the local economy and directly to local sustainability.O presente trabalho visa analisar o segmento de ecoturismo como estratégico para destinos frágeis que necessitam da preservação ambiental para sua atratividade. A escolha do tema se dá pelo fato de se observar que na atividade turística, os segmentos de turismo de sol e de cultura são de forma geral, priorizados por grande parte dos destinos turísticos, não só no Estado do Rio de Janeiro como em outras regiões do país. Apesar de algumas localidades fluminenses já destinarem grande parte da sua atenção e de recursos ao desenvolvimento do ecoturismo, observa-se que muito ainda pode ser feito em termos de direcionamento de políticas públicas e privadas. O presente estudo tem como objetivo investigar destinos semelhante ao da Vila do Abraão, podem ser beneficiados ao utilizarem ferramentas de place branding pautado no segmento de ecoturismo e assim contribuir para sua sustentabilidade. Para se atingir tal objetivo, a pesquisa foi realizada por meio de levantamento de dados secundários e primários. Os resultados apontaram aspectos negativos de se priorizar a promoção de destinos de sol e praia, em conjunto com produtos e serviços relacionados com o semento de ecoturismo. Os dados apontam ainda que esta estratégia favorece para atrair pessoas com hábitos de viagem mais conscientes e com maior cuidado em se preservar o destino e contribuir para a economia local e, diretamente, para a sustentabilidade local. Além disso, o estudo é base para sua proposta de elaboração de um Manual de Orientação para Estratégia de Marketing de Destinos Ecoturísticos.Universidade Federal de São Paulo2020-04-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.unifesp.br/index.php/ecoturismo/article/view/673910.34024/rbecotur.2020.v13.6739Revista Brasileira de Ecoturismo (RBEcotur); v. 13 n. 2 (2020): maio-julho/2020Brazilian Journal of Ecotourism; Vol. 13 No. 2 (2020): maio-julho/2020Revista Brasileña de Ecoturismo; Vol. 13 Núm. 2 (2020): maio-julho/20201983-9391reponame:Revista Brasileira de Ecoturismoinstname:Sociedade Brasileira de Ecoturismo (SBECotur)instacron:SBECOTURporhttps://periodicos.unifesp.br/index.php/ecoturismo/article/view/6739/7428Copyright (c) 2020 Revista Brasileira de Ecoturismo (RBEcotur)info:eu-repo/semantics/openAccessSilva, Philipe Campello Costa Brondi daBueno, Cecília2021-10-05T20:15:24Zoai:ojs.pkp.sfu.ca:article/6739Revistahttps://periodicos.unifesp.br/index.php/ecoturismo/indexPUBhttp://www.sbecotur.org.br/rbecotur/seer/index.php/ecoturismo/oai||zneiman@gmail.com1983-93911983-9391opendoar:2021-10-05T20:15:24Revista Brasileira de Ecoturismo - Sociedade Brasileira de Ecoturismo (SBECotur)false |
dc.title.none.fl_str_mv |
Place Branding With Sustainability: Case of Vila Do Abraão Marketing de destino com sustentabilidade: o caso de Vila do Abraão |
title |
Place Branding With Sustainability: Case of Vila Do Abraão |
spellingShingle |
Place Branding With Sustainability: Case of Vila Do Abraão Silva, Philipe Campello Costa Brondi da Ecotourism Sustainability Big Island Place Branding Ecoturismo Sustentabilidade Ilha Grande Place Branding |
title_short |
Place Branding With Sustainability: Case of Vila Do Abraão |
title_full |
Place Branding With Sustainability: Case of Vila Do Abraão |
title_fullStr |
Place Branding With Sustainability: Case of Vila Do Abraão |
title_full_unstemmed |
Place Branding With Sustainability: Case of Vila Do Abraão |
title_sort |
Place Branding With Sustainability: Case of Vila Do Abraão |
author |
Silva, Philipe Campello Costa Brondi da |
author_facet |
Silva, Philipe Campello Costa Brondi da Bueno, Cecília |
author_role |
author |
author2 |
Bueno, Cecília |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Silva, Philipe Campello Costa Brondi da Bueno, Cecília |
dc.subject.por.fl_str_mv |
Ecotourism Sustainability Big Island Place Branding Ecoturismo Sustentabilidade Ilha Grande Place Branding |
topic |
Ecotourism Sustainability Big Island Place Branding Ecoturismo Sustentabilidade Ilha Grande Place Branding |
description |
This study aims to analyze the ecotourism as a strategic segment for sun destinations and more fragile destinations, as beach and Islands which aim environmental preservation. The choice of this theme is given by the fact noted that in the tourism industry, the sun tourism segments and culture are generally prioritized by most of the tourist destinations, not only in the state of Rio de Janeiro as in other regions from the country. Although some destinations in Rio already intend much of its attention and resources to the development of ecotourism, it is noted that much can still be done in terms of targeting public and private policies. Unlike other segments affected largely by the seasons, ecological activities can be held throughout the year in different formats, such as observation and contemplation, sports competitions, scientific studies, among others. This feature makes the sector an excellent tool to reduce the state's seasonality curve, which is greatly influenced by the sun and beach segment, and somehow contribute to the sustainability of destinations. This study aims to investigate the Ilha Grande (Big Island) destination can benefit when using the Place Branding tools guided throw ecotourism segment and thus contribute to the sustainability of the destination. To achieve this goal, the survey was conducted through research with secondary data. The research method, based on Yin (2005), was the case study of the Big Island destination, through a qualitative study. The results showed positive aspects to prioritize the promotion of sun and beach destinations, together with products and services related to ecotourism Segment. The data also shows this strategy to attract people more aware of travel habits and with great care in preserving the destination and contribute to the local economy and directly to local sustainability. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-04-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.unifesp.br/index.php/ecoturismo/article/view/6739 10.34024/rbecotur.2020.v13.6739 |
url |
https://periodicos.unifesp.br/index.php/ecoturismo/article/view/6739 |
identifier_str_mv |
10.34024/rbecotur.2020.v13.6739 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.unifesp.br/index.php/ecoturismo/article/view/6739/7428 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Revista Brasileira de Ecoturismo (RBEcotur) info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Revista Brasileira de Ecoturismo (RBEcotur) |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de São Paulo |
publisher.none.fl_str_mv |
Universidade Federal de São Paulo |
dc.source.none.fl_str_mv |
Revista Brasileira de Ecoturismo (RBEcotur); v. 13 n. 2 (2020): maio-julho/2020 Brazilian Journal of Ecotourism; Vol. 13 No. 2 (2020): maio-julho/2020 Revista Brasileña de Ecoturismo; Vol. 13 Núm. 2 (2020): maio-julho/2020 1983-9391 reponame:Revista Brasileira de Ecoturismo instname:Sociedade Brasileira de Ecoturismo (SBECotur) instacron:SBECOTUR |
instname_str |
Sociedade Brasileira de Ecoturismo (SBECotur) |
instacron_str |
SBECOTUR |
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SBECOTUR |
reponame_str |
Revista Brasileira de Ecoturismo |
collection |
Revista Brasileira de Ecoturismo |
repository.name.fl_str_mv |
Revista Brasileira de Ecoturismo - Sociedade Brasileira de Ecoturismo (SBECotur) |
repository.mail.fl_str_mv |
||zneiman@gmail.com |
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