| Summary: | This article aims to understand the process of socio reinterpretation of the bay - Bahia - Brazil, through the inclusion of tourism in order to propose strategies for sustainable tourism planning. It is understood that tourism, as economic activity and as a social phenomenon, brings the social, cultural and environmental consequences and / or positive (Bomfi m, 2006; Dias;2003; Yazigi, 2008). From this perspective, understanding the perception of the main actors on the production of tourist place, the bay is to seek clues that might enable the planning of sustainable tourism. It draws on this study a qualitative approach / interpretation. The results indicate that the redefi nition of the area of the bay, the fi shermen, and merchants cabaneiros, affective is the perception of them, to the extent that changes in the dimensions of environmental, social and cultural otherness involves a relationship between these subjects and visitors. Accordingly, a participatory planning can guide actions for sustainability of tourism.
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