Branding of Community Bases: the case of the Ponta do Tubarão Reserve - RN, Brazil

• Autor(a) principal: Braga, Maria de Fátima
• Data de Publicação: 2022
• Outros Autores: Ferreira, Lissa Valéria Fernandes, Barbosa, José William de Queiroz
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Cenário
• Texto Completo: https://periodicos.unb.br/index.php/revistacenario/article/view/43571
• topic: Turismo de Base Comunitária; Marketing Turístico; Place Branding; Place Attachment; Turismo de Base Comunitaria; Marketing Turístico; Place Branding; Place Attachment; Community-Based Tourism; Tourism Marketing; Place Branding; Place Attachment

The present study aims to understand the relationship of attachment to the place existing between the community resident and the Ponta do Tubarão-RN State Sustainable Development Reserve (RDSEPT), with the purpose of creating a tourist brand. The creation of the RDSEPT in 2003 was due to the force and insistence of its residents, much more than the action of the government. As for the methodology, the research was characterized as descriptive-exploratory, with a qualitative approach using bibliographic and documental analysis. The data, analyzed through content analysis, revealed a high level of attachment of local actors to the communities where they live, guiding future studies by the public authorities so that the destination brand can be created, since for the success of Place Branding a destination is necessary for local actors to have an identity, making it an authentic place.