What are we missing? Destination Marketing and Hospitality of a local cultural destination in Brazil from stakeholder’s perspective

Mariana de Freitas Coelho; Elizabeth Kyoko Wada; Ana Cláudia Azevedo

doi:10.5585/podium.v10i2.17014

Autores/as

Mariana de Freitas Coelho Federal University of Viçosa, Minas Gerais, Brazil https://orcid.org/0000-0002-7081-1429
Elizabeth Kyoko Wada Universidade Anhembi Morumbi, SP, Brazil https://orcid.org/0000-0001-7016-7365
Ana Cláudia Azevedo Federal University of Viçosa, Minas Gerais, Brazil https://orcid.org/0000-0001-8141-9265

DOI:

https://doi.org/10.5585/podium.v10i2.17014

Palabras clave:

Partes Interesadas, Marketing de Destino y Branding, Organizaciones de Marketing de Destino, Hospitalidad, Turismo Cultural

Resumen

Objetivo del estudio: el objetivo de este estudio es comprender las actividades de promoción de marketing y el perfil del turista de un destino cultural desde la perspectiva de los interesados.

Metodología/Enfoque: a través de un enfoque mixto, se realizaron entrevistas en profundidad en 2013 y 2019 con partes interesadas del municipio de Ouro Preto, Minas Gerais, Brasil. Para comprender el perfil socioeconómico de los turistas, se aplicó una encuesta a 396 turistas locales.

Originalidad / Relevancia: el argumento central es que, aunque el destino tiene atracciones de renombre, las partes interesadas deben trabajar juntas para innovar, proporcionando nuevas experiencias para los excursionistas y viajeros internacionales, sin olvidar a la población local. Además, investigar el repertorio de sus partes interesadas puede aportar información sobre cómo el comercio podría sorprender a los turistas, al tiempo que desarrolla programas de hospitalidad.

Resultados principales: los resultados muestran que hay al menos cuatro tipos de turistas en Ouro Preto, turistas históricos y culturales, turistas de repúblicas, visitantes regionales y turistas internacionales, que no han sido cubiertos adecuadamente por las organizaciones de marketing de destino, como restaurantes, hoteles, agencias de viajes y gobierno. Las principales conclusiones del estudio se pueden agrupar en 5 áreas: i) actividades de promoción de marketing, ii) nuevas tecnologías, iii) plan de marketing y marca, iv) desarrollo de productos y, v) problemas nuevos y resueltos.

Contribuciones teóricas/metodológicas: la contribución principal es el análisis longitudinal del destino, que aún es incipiente en la investigación turística y ayuda a evaluar cómo la actividad turística está cambiando a lo largo de los años. También se señalan las posibles formas de promover destinos a nivel internacional, no solo Ouro Preto, sino también otros destinos similares en Brasil.

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Biografía del autor/a

Mariana de Freitas Coelho, Federal University of Viçosa, Minas Gerais, Brazil

Professora do Departamento de Administração e Contabilidade da Universidade Federal de Viçosa, Minas Gerais, Brasil. Doutora e Mestre em Administração e graduada em Turismo pela Universidade Federal de Minas Gerais.

Elizabeth Kyoko Wada, Universidade Anhembi Morumbi, SP, Brazil

As of March 2007, I started a new professional path both in the contract format and type of activities. After acting as an executive in the lodging industry for more than 25 years, I faced the new experience as a consultant in a TMC, plus the return to the wonderful activity at the university. The combination of both allowed me to dedicate time to learn a lot about distribution, coordinate interesting researches, have refreshed thoughts and support the strategic planning, without the day-by-day obligations of reports and meetings. The usage of time and energy is more productive and the personal rewards are great!

Ana Cláudia Azevedo, Federal University of Viçosa, Minas Gerais, Brazil

Doutora em Administração pelo Programa de Pós-graduação em Administração da FEA - USP, com estágio doutoral realizado no Dipartimento di Scienze Aziendali da Università di Bologna, Itália. Mestre em Administração pela Universidade Fumec, especialista em Gestão Contábil pela Faculdade Faced e bacharel em Administração pela Faculdade de Nova Serrana. É Professora Adjunto A do quadro permanente da Universidade Federal de Viçosa - UFV, lotada no Departamento de Administração e Contabilidade - DAD.

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