APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil)

• Autor(a) principal: Mayara Marinho Xavier da Silva, Aline
• Data de Publicação: 2021
• Outros Autores: Valéria Fernandes Ferreira, Lissa, Carolina Cavalcante Dias, Maria, Lemuel de Oliveira Alexandre, Mauro Lemuel de Oliveira
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/6450
• topic: Place attachment; Identidade de Marca; Marcas Turísticas; Festa de Sant’Ana; Caicó - RN

Place attachment has been approached in the studies of tourism marketing as a significant dimension of the identity and image of tourist brands construction, wh ether they are destinations, attractions and associated activities such as events. In this context, this paper analyzes the dimensions of place attachment in the process of building the tourist brand identity of Festa de Sant’Ana event, in Caicó, Rio Grande do Norte, Brazil. The party has been going on for 270 years and is considered an intangible cultural heritage by the National Historical and Artistic Heritage Institute (IPHAN) in Brazil. The study is based on Scannell & Gifford’s (2010) Tripartite Model, which helps to understand place attachment trough three components: Person, Process, Place (PPP). Through qualitative, descriptive-exploratory approach, in-depth interviews were conducted with the stakeholders involved event organization. The results reveal the dimensions of place attachment in terms of behavioral and affective processes, social relationships, cultural groups, individual relationships and event brand, as well as their contributions to the characterization of the touristic brand Festa de Sant 'Ana. It is concluded that the symbolic and affective dimensions such as faith and attachment are the most significant variables in the brand identity of the Sant'Ana party. Building and strengthening these brand elements will signal a relevant strategic positioning for the location.