Produção Nacional
Acuarela multicolor: Brasil pintado por los turistas extranjeros
2010; Volume: 19; Issue: 5 Linguagem: Inglês
ISSN
1851-1732
AutoresDanielle Miranda de Oliveira Arruda Gomes, Áurio Lúcio Leocádio Leocádio da Silva, Adriana Costa Cavalcante, Auridete Lima Fonteles,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoespanolEl objetivo central de este estudio es identificar la imagen de Brasil transmitida por medio de la informacion boca a boca por el turista italiano. La investigacion deriva del hecho de que en Brasil la organizacion del viaje surge de la informacion transmitida boca a boca, e Italia es uno de los cuatro mayores emisores de turistas hacia ese pais; el 75% de los mismos son de sexo masculino y la region nordeste ocupa el primer puesto como destino (Embratur, 2010). Este estudio se baso en el marketing boca a boca (Kotler & Keller, 2006) y el abordaje metodologico responde a la perspectiva constructivista; y se adopto la etnografia descriptiva e interpretativa, complementada por una investigacion cualitativa para la cual se utilizo la tecnica de la entrevista en profundidad (Malhotra, 2006). Los resultados sugieren que los mensajes difundidos por los turistas entrevistados favorecen la atraccion de italianos en busca de recreacion y turismo sexual; y confirman el estudio cuantitativo realizado por la Embratur (2009), que muestra un importante crecimiento del numero de turistas italianos de sexo masculino recibidos en el nordeste de Brasil. Por otro lado, quienes ya estuvieron en Brasil cuentan que la region nordeste es segura y amigable. Se puede concluir que la imagen transmitida por los turistas italianos esta centrada en el concepto de turismo sexual y corresponde a una acuarela de colores sensuales, que transmite fascinacion; libertad; virilidad; poder y status social; alegria; impunidad; y un mix de condimentos. EnglishA Multicolor Aquarelle: Brazil`s Design Painted by Foreign Tourists. The aim of this paper was to identify the image of Brazil transmitted word-of-mouth by Italian tourists. The research was motivated by the fact that the largest source for organizing a trip to Brazil is information gathered by word-of mouth and the fact that Italy is one of the four largest tourist source countries with 75% male tourist and that the Brazilian Northeast is the first destination among Brazilian regions, according to data from Embratur (2010). This study is based on word-of-mouth marketing (Kotler & Keller, 2006) and the methodological approach was based on the constructivist perspective. The Ethnographic descriptive and interpretive approach was used complemented by a qualitative research using the technique of in-depth interviews (Malhotra, 2006). The results suggest that the information spread by Italian tourists through the word-of-mouth information, favor the attraction of more and more tourists who travel alone in search of leisure. This study confirms the one conducted by Embratur (2009) which shows significant growth in the number of male Italian tourists in Brazil�s northeast. Moreover, it contradicts the information publicized about violence abroad. Those having visited Brazil before consider the country as a safe place, friendly and welcoming. It can also be concluded that the image conveyed by Italian tourists is centered on the concept of sexual tourism and corresponds to a watercolor of warm and sensual colors with an emphasis on charm, freedom, virility, power and social enhancement, carnival, impunity and mix of seasonings.
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