Avaliação da Adequação e Eficácia de Programas de Marketing de Destinos Turísticos: uma análise de Balneário Camboriú – Santa Catarina, Brasil

Abstract

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margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.WordSection1 {page:WordSection1;} --> <!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <h1 style="text-align: center; line-height: normal" align="center"><strong><span style="font-family: 'Times New Roman','serif'">Resumo</span></strong></h1> <p style="margin-bottom: 6pt" class="MsoBodyText"><span style="font-size: 12pt">Um dos setores mais beneficiados com a estabiliza&ccedil;&atilde;o da economia brasileira a partir dos meados dos anos 90 foi o do turismo. Neste contexto, o investimento por parte dos &oacute;rg&atilde;os oficiais de turismo em marketing se tornou uma das ferramentas estrat&eacute;gicas mais importantes para o crescimento de um destino tur&iacute;stico. Esta pesquisa avaliou a adequa&ccedil;&atilde;o e efic&aacute;cia dos programas de marketing de Balne&aacute;rio Cambori&uacute; - SC, um dos principais destinos tur&iacute;sticos brasileiro. Para isto, utilizou-se m&eacute;todos multivariados de an&aacute;lise, neste caso an&aacute;lise fatorial. Os resultados indicam que os programas de marketing desenvolvidos e implementados pela Secretaria de Turismo de Balne&aacute;rio Cambori&uacute; t&ecirc;m um n&iacute;vel de adequa&ccedil;&atilde;o e efic&aacute;cia n&atilde;o muito satisfat&oacute;rio. Ficou evidente que a maior demanda para Balne&aacute;rio Cambori&uacute; se d&aacute; por outros motivos, e n&atilde;o fruto dos esfor&ccedil;os de marketing da Secretaria de Turismo municipal. </span></p> <p style="margin-bottom: 6pt" class="MsoNormal"><strong><span style="font-size: 12pt">Palavras-chave</span></strong><span style="font-size: 12pt">: marketing tur&iacute;stico; adequa&ccedil;&atilde;o; efic&aacute;cia; Balne&aacute;rio Cambori&uacute;.</span></p> <p style="margin-bottom: 6pt" class="MsoNormal"><span style="font-size: 12pt">&nbsp;</span></p> <h6 style="margin-bottom: 6pt; text-align: center" align="center"><strong><em><span>Abstract</span></em></strong></h6> <p style="margin-bottom: 6pt; text-align: justify" class="MsoNormal"><em><span style="font-size: 12pt">Tourism is one of the sectors that most benefited from the economic stabilization of the Brazilian economy since mid 90s. In this context, public marketing investment became one of the most important strategic tools to develop a tourism destination. This study evaluated the adequacy and efficacy of the marketing program of Balne&aacute;rio Cambori&uacute;, one of the most important Brazilian destinations. Multivariate analysis, in this case Factor Analysis, was employed to achieve such a goal. The results suggest that the marketing programs developed and implemented by the Tourism Authority of Balne&aacute;rio Cambori&uacute; have a low level of adequacy and efficacy. It became evidently clear that the majority of the tourism demand to Balne&aacute;rio Cambori&uacute; derived from reasons other than those related to the marketing efforts of the local Tourism Authority.<span>&nbsp; </span></span></em></p> <p style="margin-bottom: 6pt" class="MsoNormal"><strong><em><span style="font-size: 12pt">Keywords</span></em></strong><em><span style="font-size: 12pt">: tourism marketing; adequacy; efficacy; Balne&aacute;rio Cambori&uacute;.</span></em></p>