| Summary: | Exploratory research undertaken in the city of Caxias do Sul/RS, aimed to analyze the production of speeches related to Tourism by local hotel workers. Concepts and basis from Social Psychology are used, specially the constructs ‘perception’ and ‘attitude’, and the theories on Social Communication about imaginaries. The methodology of the analysis also makes use of the content analysis as proposed by Bardin (1997), in the context of communication studies. The results illustrate that the subjects do not consider satisfactory the city relationship with the tourist activity, when it is compared to other cities belonging to the same region, attributing the fact, among others, that other cities would be in the media more frequently and that in Caxias do Sul, the industry sector would overlap the tourist sector. This illustrates the reproduction of a traditional imaginary pointed out by the WTO, in which tourism would be associated exclusively to leisure. Nevertheless, the category business travel is a constant in the worker’s speech.
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