APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil)
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , |
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 |
Resumo: | 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. |
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APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil)Place attachmentIdentidade de MarcaMarcas TurísticasFesta de Sant’AnaCaicó - RNPlace 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.O place attachment tem sido abordado nos estudos do marketing turístico como dimensão significativa da construção da identidade e da imagem de marcas turísticas, sejam elas dos destinos ou de atrativos e atividades associadas como é o caso dos eventos. Neste contexto, o presente estudo analisa as dimensões de place attachment no processo de construção da identidade de marca turística da Festa de Sant’Ana, na cidade de Caicó, Rio Grande do Norte, Brasil. A festa acontece há 270 anos e é considerada patrimônio cultural imaterial pelo Instituto do Patrimônio Histórico e Artístico Nacional (IPHAN, Brasil). Tem-se como base teórica norteadora o modelo tripartido de Scannell & Gifford (2010) - Tripartite Model - que auxilia a compreensão do apego ao lugar por meio dos componentes: Person, Process, Place (PPP). Trata-se de um estudo de abordagem qualitativa, descritivo-exploratória, no qual foram realizadas realizado entrevistas em profundidade com os stakeholders envolvidos na organização do evento. Os resultados revelam as dimensões de place attachment quanto aos processos comportamentais e afetivos, as relações sociais, os grupos culturais, as relações individuais e o composto de marca do evento, bem como suas contribuições para a caracterização da marca turística da Festa de Sant’Ana. Conclui-se que as dimensões da fé e de vínculos de apego ao lugar são as variáveis mais significativas na identidade de marca da festa de Sant’Ana. Construir e fortalecer estes elementos de marca sinalizarão um relevante posicionamento estratégico para a localidade.Federal University of Minas Gerais2021-03-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/zipapplication/ziphttps://revistas.face.ufmg.br/index.php/mtr/article/view/645010.29149/mtr.v6i1.6450Marketing & Tourism Review; v. 6 n. 1 (2021): MTR JAN-JULMarketing & Tourism Review; Vol. 6 No. 1 (2021): MTR JAN-JUL2525-81762525-817610.29149/mtr.v6i1reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporenghttps://revistas.face.ufmg.br/index.php/mtr/article/view/6450/3332https://revistas.face.ufmg.br/index.php/mtr/article/view/6450/3333https://revistas.face.ufmg.br/index.php/mtr/article/view/6450/3334https://revistas.face.ufmg.br/index.php/mtr/article/view/6450/3335Copyright (c) 2021 Alyne Mayara, Lissa Ferreira, Maria Carolina, Mauro Lemuelhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMayara Marinho Xavier da Silva, Aline Valéria Fernandes Ferreira, Lissa Carolina Cavalcante Dias, Maria Lemuel de Oliveira Alexandre, Mauro Lemuel de Oliveira2021-03-24T21:01:57Zoai:ojs.pkp.sfu.ca:article/6450Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2021-03-24T21:01:57Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false |
dc.title.none.fl_str_mv |
APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil) |
title |
APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil) |
spellingShingle |
APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil) Mayara Marinho Xavier da Silva, Aline Place attachment Identidade de Marca Marcas Turísticas Festa de Sant’Ana Caicó - RN |
title_short |
APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil) |
title_full |
APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil) |
title_fullStr |
APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil) |
title_full_unstemmed |
APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil) |
title_sort |
APLICAÇÃO DO PLACE ATTACHMENT NA CONSTRUÇÃO DA IDENTIDADE DE MARCAS TURÍSTICAS: um estudo da Festa de Sant’Ana (Brasil) |
author |
Mayara Marinho Xavier da Silva, Aline |
author_facet |
Mayara Marinho Xavier da Silva, Aline Valéria Fernandes Ferreira, Lissa Carolina Cavalcante Dias, Maria Lemuel de Oliveira Alexandre, Mauro Lemuel de Oliveira |
author_role |
author |
author2 |
Valéria Fernandes Ferreira, Lissa Carolina Cavalcante Dias, Maria Lemuel de Oliveira Alexandre, Mauro Lemuel de Oliveira |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Mayara Marinho Xavier da Silva, Aline Valéria Fernandes Ferreira, Lissa Carolina Cavalcante Dias, Maria Lemuel de Oliveira Alexandre, Mauro Lemuel de Oliveira |
dc.subject.por.fl_str_mv |
Place attachment Identidade de Marca Marcas Turísticas Festa de Sant’Ana Caicó - RN |
topic |
Place attachment Identidade de Marca Marcas Turísticas Festa de Sant’Ana Caicó - RN |
description |
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. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-03-24 |
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://revistas.face.ufmg.br/index.php/mtr/article/view/6450 10.29149/mtr.v6i1.6450 |
url |
https://revistas.face.ufmg.br/index.php/mtr/article/view/6450 |
identifier_str_mv |
10.29149/mtr.v6i1.6450 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/6450/3332 https://revistas.face.ufmg.br/index.php/mtr/article/view/6450/3333 https://revistas.face.ufmg.br/index.php/mtr/article/view/6450/3334 https://revistas.face.ufmg.br/index.php/mtr/article/view/6450/3335 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Alyne Mayara, Lissa Ferreira, Maria Carolina, Mauro Lemuel https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Alyne Mayara, Lissa Ferreira, Maria Carolina, Mauro Lemuel https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf application/zip application/zip |
dc.publisher.none.fl_str_mv |
Federal University of Minas Gerais |
publisher.none.fl_str_mv |
Federal University of Minas Gerais |
dc.source.none.fl_str_mv |
Marketing & Tourism Review; v. 6 n. 1 (2021): MTR JAN-JUL Marketing & Tourism Review; Vol. 6 No. 1 (2021): MTR JAN-JUL 2525-8176 2525-8176 10.29149/mtr.v6i1 reponame:Marketing & Tourism Review instname:Universidade Federal de Minas Gerais (UFMG) instacron:UFMG |
instname_str |
Universidade Federal de Minas Gerais (UFMG) |
instacron_str |
UFMG |
institution |
UFMG |
reponame_str |
Marketing & Tourism Review |
collection |
Marketing & Tourism Review |
repository.name.fl_str_mv |
Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG) |
repository.mail.fl_str_mv |
mkt.tourism.review@gmail.com||mg.ufmg@gmail.com |
_version_ |
1798321034066132992 |