Integrated marketing planning and the social-cultural impacts of tourism in small communities / O planejamento de marketing integrado e os impactos socioculturais do turismo em pequenas comunidades

AUTOR(ES)

Valdir José da Silva

DATA DE PUBLICAÇÃO

2006

RESUMO

The development of tourism during the last decades has brought up concerns about the impacts on the receiving communities. Although it presents itself as a social-economical alternative, increasing job offers and income revenue, when it happens in a intense and random way in small communities it unleashes a series of social, cultural and environmental impacts The scholars that work on this subject suggest planning and tourism handling as ways to ease the negative impacts and increase the positive impacts. The goal of this study is to show how planning and touristic marketing can contribute to the reorganization of spontaneous touristic activity and ease the social-cultural impacts in small communities. The research was done in the Lavras Novas community, Ouro Preto, Minas Gerais district, which touristic development has been occurring in a intense and random way since 1995. The methodology used was the nonparticipant observation, with use of interviews semi-structured on public entities representatives, private corporations connected to tourism and members of the community. The conclusion was that the reorganization of tourism in that area can be done by planning and strategic use of integrated marketing. This process should be accomplished through establishing target-markets, defined by geographical location, income levels and demographical density; demand research to understand the needs and wants of the tourists; research on the tourist offer to check strong and weak spots of the place; redirecting the tourist offer focusing the creation of packages and tourist excursions, trying to value the cultural scene; use of internal marketing to integrated the whole community in the process; and, finally, the articulation with the intermediate market of travel agencies and transport companies.

ASSUNTO(S)

integrated marketing turismo small communities social-cultural impacts impactos socioculturais turismo marketing integrado pequenas comunidades tourism

Documentos Relacionados

• PLANEJAMENTO ADAPTATIVO EM PEQUENAS COMUNIDADES
• Impacts of tourism in the small cities: a study in Itapecerica â MG.
• Estrutura de Planejamento Energético para Pequenas Comunidades da Amazônia
• Individual influences and social-cultural factors in the occurrence of premenstrual syndrome (PMS)
• O DESENVOLVIMENTO ESPIRITUAL INTEGRADO AO PLANEJAMENTO ESTRATÉGICO PESSOAL