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BIBTEX RIS

The Communication Strategies for the Brazil Brand in the United States of America

2014; Volume: 7; Issue: 1 Linguagem: Inglês

10.3232/gcg.2013.v7.n1.02

ISSN

1988-7116

Autores

Fabiana Gondim Mariutti, Janaína de Moura Engracia Giraldi,

Tópico(s)

Business and Management Studies

Resumo

This article intends to analyze the management of the Brazil brand for tourism promotion, based on the convergence of the communication strategies defined by the Brazilian National Tourism Office (Embratur) with those actually used by the travel agencies and tour operators in the United States of America to attract and keep tourists. We concluded that there are divergences between the strategies defined by Embratur and those executed by the agencies, as well as limited funding for promoting the Brazil brand in the USA.

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