Destination brandinganálise do destino Bahia

Resumo

The research topic is Destination Branding (DB), the process of construction and development of destination brands. The theory about the research topic, as well as the study of branding in New Zealand, have established the foundation for the construction of a framework of DB, which has been structured in three macro steps: context adjustment, components of DB (concept application: image and identity) and operationalization (management, communication and evaluation). The DB case of Bahia has been analyzed under this framework – a single exploratory case study, based on qualitative data. The experience carried out in Bahia has endorsed the poor effectiveness, as seen in theory, to obtain management control and continuity by means of direct control. It has also become evident that the absence of a complete diagnostic – including an analysis of the clients and that of the competitor and a self-analysis – harms the elaboration of the identity of the destination branding. Finally, the case has shown the need for professional management to guarantee implementation of the strategies for the destination.

Ficha do documento

Tipo

Dissertação

Ano

2005

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/2353

Temas

PPPPlanejamento Urbano

Palavras-chave

Destination brandingBrandingDestination brandsDestination marketingTourism marketingMarcas de destinosMarketing de destinosMarketing turísticoMarcasTurismoAdministração de empresasPosicionamento (Publicidade)Marca registradaTurismo - ComercializaçãoPromoção de cidadeParceria público-privada