Estudo da Promoção Turística do Roteiro dos Bandeirantes

• Main Author: Rafael Julio Gaviolli
• Format: Article
• Language: English
• Published: Universidade de São Paulo 2010-07-01
• Series: Revista Turismo em Análise
• Online Access: http://www.turismoemanalise.org.br/turismoemanalise/article/view/25

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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]--> <p style="text-align: center" class="MsoNormal" align="center"><strong>Resumo</strong></p> <p style="margin-bottom: 6pt; text-align: justify" class="MsoNormal">A promoção é uma atividade que impulsiona o desenvolvimento do turismo. Porém, os produtos turísticos devem utilizá-la adequadamente. A fim de verificar a existência de entraves para a promoção do Roteiro dos Bandeirantes, foram realizadas entrevistas com representantes do consórcio, responsável pela sua gestão, dos organismos de turismo dos municípios de Cabreúva e Salto, e da Associação Pró-Desenvolvimento do Turismo da Estância Turística de Itu – Prótur. Por meio da pesquisa realizada, constatou-se que o consórcio não está registrado em cartório, impossibilitando a captação de recursos financeiros. Além disso, a ausência de um plano de marketing que oriente as ações promocionais, somada à incoerência de alguns atrativos do roteiro com a temática bandeirista representam obstáculos que devem ser dissolvidos para o desenvolvimento do produto.</p> <p style="margin-bottom: 6pt; text-align: justify" class="MsoNormal"><strong>Palavras-chave:</strong> marketing; promoção turística; Roteiro dos Bandeirantes.</p> <p style="margin-bottom: 6pt; text-align: justify" class="MsoNormal"> </p> <p style="text-align: center" class="MsoNormal" align="center"><strong><em><span>Abstract</span></em></strong></p> <p style="margin-bottom: 6pt; text-align: justify" class="MsoNormal"><span>Promotion is an activity which fosters the development of tourism. However, the tourism product managers must use it right. In order to verify the present obstacles for the Roteiro dos Bandeirantes’ promotion, representatives of the Consórcio Intermunicipal do Roteiro dos Bandeirantes, of the municipal tourism boards of Cabreúva and Salto and of the Itu Tourism Development Association – Prótur were interviewed. The study results show that the Consórcio Intermunicipal do Roteiro dos Bandeirantes is not a formal organization making it difficult to obtain the necessary economic resources for its functioning. Besides, the absence of a marketing plan and the incoherent tourism attractions with the period of Bandeirantes are obstacles which must be dissolved for the development of the product.</span></p> <strong><span style="font-size: 12pt; font-family: 'Times New Roman','serif'">Keywords:</span></strong><span style="font-size: 12pt; font-family: 'Times New Roman','serif'"> <span>marketing; tourism promotion; Roteiro dos Bandeirantes.</span></span>