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Master's Dissertation
DOI
10.11606/D.27.1999.tde-21022005-223657
Document
Author
Full name
Karina Toledo Solha
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 1999
Supervisor
Committee
Tulik, Olga (President)
Rejowski, Mirian
Teixeira, Gilberto Jose Weinberger
Title in Portuguese
Divulgação de Imagens Turísticas - O Exemplo de Porto Seguro (Bahia)
Keywords in Portuguese
imagem turistica
marketing turístico
Porto Seguro
revistas especializadas turismo
veículos de comunicação escrita
Abstract in Portuguese
A imagem turística tem um relevante papel na divulgação de destinações, e vem sendo utilizada como importante instrumento de marketing. Para difundir essas imagens são empregados os mais diversos canais de comunicação. Esta pesquisa tratou da atuação dos veículos de comunicação escrita, dirigidos ao turista, na divulgação de imagens turísticas, utilizando o exemplo de Porto Seguro - Bahia. A análise baseou-se na literatura geral e específica, nos relatórios de pesquisa da Bahiatursa, nas matérias de suplementos de jornais e revistas de turismo, nas entrevistas com editores e gerentes de operadoras turísticas, nos questionários aplicados a representantes de órgãos públicos e de entidades de turismo de Porto Seguro. A pesquisa mostrou que a imagem veiculada de Porto Seguro, destaca, apenas aspectos que, há muito tempo vêm sendo explorados para atender, somente aos interesses dos leitores. Deste modo, salienta-se a importância do poder público na orientação do desenvolvimento turístico, e consequentemente, na divulgação de uma imagem compatível com as expectativas da comunidade.
Abstract in English
The touristic image has a relevant role in the broadcasting of destinations, and it hs been used as an important instrument of marketing. In orden to spread those images, the most diverse means of communication are employed. This research focused on the actin of the written communication vehicles, directed to the tourist, on the broadcasting of touristc image,s taking Porto Seguro -Bahia, as an example. The analisys was based on the general and specific literature, on the survey reports from Bahiatursa, on the tourism newspaper and magazines supplements, on interviews with editor and managers of tour operators, on the questionaries applied to representatives of public organizations and of the touristic entities of Porto Seguro. The research showed that the presented image of Porto Seguro, highlights only, aspects that for long have been explored to respond to the readers expectations. Highlighting the importance of the public power on the orientation of the touristic development, and eventually the broadcasting of image that complies with the community expectations.
 
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Solha.pdf (2.61 Mbytes)
Publishing Date
2005-03-16
 
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