As relações interorganizacionais no processo de formação da imagem turística regional: um estudo na microrregião rota das terras Rio Grande do Sul

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The touristic image, under regional context, is performed from municipal institutions initiatives that could, or not, act of coordinate form through the interorganizational cooperation, searching for competitive advantages. In this scene, the dissertation aimed to analyze the interorganizational relations in the process of formation of the regional touristic image of Rota das Terras. This microrregion, situated in the Central Region of Rio Grande do Sul State, founded, in 1997, the Consórcio de Desenvolvimento Sustentável Rota das Terras, formed from a initiative of public and private institutions, integrating actually 21 municipalities, motivated for increase the touristic activity of the region. The research was developed in two stages, utilizing qualitative in the first and quantitative analyses in the second. In the qualitative analyses were evaluate 65 pieces of press divulgation for identifying the involved actors on the touristic promotion and selecting the promoted attributes by the institutions integrants of Rota das Terras. In the quantitative research were performed 73 questionnaires with managers representing different segments: govern, private initiative and associations that participate on the development of regional tourism, analyzing the projected identity and the inter-institutional relations under the perspective of each one of the segments. For data analyzing were utilized descriptive analyses (frequency, medium impact, standard deviation), variance analyses and multivariate (factorial and clusters). The results indicate that public organizations are the institutions that more promote local and regional attractives. The results indicate that public organizations are the institutions that more promote local and regional attractives. The public and private institutions and the associations agree on the promoted attributes, while the associations percept in higher degree the attractiveness of the attributes than the enterprises, but these believe that the region is more well viewed than associations and public institutions do it.. The institutions, in general, percepts the region with potential for increasing, but yet lowly prepared for tourism. Considering the inter-institutional relations, although the organizations have identification with Rota das Terras and feel like agglomerate, maintain little mutual contact. The communication and the influence power of decision is unilateral, being the public organs that centralize the decisions for the regional development of tourism

ASSUNTO(S)

regionalização imagem imagem turística regional turismo - rio grande do sul interorganizational relations regionalisation image relações interorganizacionais turismo regional touristic image

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