What are we missing? Destination Marketing and Hospitality of a local cultural destination in Brazil from stakeholder’s perspective
DOI:
https://doi.org/10.5585/podium.v10i2.17014Keywords:
Stakeholders, Destination Marketing, Destination Marketing Organizations, HospitalityAbstract
Study objective: this study aims to understand the marketing promotion activities and tourism profile of a local cultural tourism destination from the stakeholders' perspective.
Methodology/approach: through a mixed-method approach, we collected data by in-depth interviews with stakeholders from Ouro Preto, Minas Gerais, Brazil, in 2013 and 2019. We applied a survey with 394 local tourists to understand the tourist's profile.
Originality/Value: our central argument is that although the destination has renamed attractions, stakeholders need to work together to innovate, providing novelty and surprises for excursionists and international travelers, without forgetting local people (residents, employees, hosts, and guests). Besides, it seems that investigating the repertoire of their stakeholders could bring insights into how the trade could surprise the tourists by also developing hospitality programs.
Main results: results show there are at least four types of tourists in Ouro Preto, the historical-cultural tourists, the fraternity tourists, the regional tourists and the international tourists, who have not been appropriately addressed by the destination marketing organizations. The main findings can be grouped in 5 areas: i) marketing promotion activities, ii) new technologies, iii) branding and marketing plan, iv) product development and, v) new and solved problems.
Theoretical/methodological contributions: the main contribution is the longitudinal analysis of the destination, which is still incipient in tourism's research. It also points out possible ways to promote not only Ouro Preto, but other Brazilian destinations internationally.
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