The brand identity of Gramado, Brazil, that generates the image of a "tourism destination model" and the brand relationships with internal stakeholders

Abstract

This research aims to describe the components of Gramado/Brazil brand identity that generate its "tourist destination model" image, and to verify if there are strong relationships between the brand and the internal stakeholders of this destination. The main theory used in this study is the “relational network brand" model by Hankinson (2004). This is a descriptive and qualitative study. It is a case study, using interviews and documentary resources such as a dissertation and a report. The research universe is composed of government individuals, the private sector, the employees and the local community of Gramado, in a total of 21 respondents. Organizational and analytical procedures of discursive data are guided by assumptions and techniques of content analysis. Among the results it stands out that symbolic and functional attributes have the highest occurrence in the answers of respondents. Particularly, tourist attractions/events are what differentiates Gramado from its competitors. Also, Gramado lacks a strategic planning and active participation of internal stakeholders.

Keywords

• Destinação turística. Identidade de marca. Relacionamentos. Gramado.