How is the Brazil’s projected image as a tourism destination perceived by the Portuguese tourist intermediaries: a comparative analysis
- Autores: Mariana Silva, Rui Costa
- Localización: Revista Turismo & Desenvolvimento, ISSN 1645-9261, Nº. 27-28, 1, 2017, págs. 883-897
- Idioma: inglés
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Resumen
Due to increased competition among tourist destinations many destinations become easily replaceable. Therefore, influencing the decision of tourists has been a great challenge for managers and marketeers. In this perspective, the image of tourist destinations plays an important role, as it influences the behavior of individuals and allows the destination to differentiate itself from other in the highly competitive tourist market. The present research analyses the projected image of Brazil based on the official website of the country (visitbrasil.com), in order to understand if it is consistent with the perceived image by the tourist intermediaries in Portugal. To determine the perceived image of Brazil, a questionnaire survey is used, whereas the projected image from the website is analysed using content analysis with the QSR NVivo10 software. It is found that Brazil intends to position itself as a tourist destination devoted to cultural tourism, while the Portuguese tourist intermediaries promote it as a destination mainly oriented to sun and sea tourism.
