Turismo cultural e desenvolvimento local: análise das estratégias de comunicação e mobilização do projeto turístico vivendo Pernambuco

Abstract

The present study had as objective to verify the project Vivendo Pernambuco in order to understand its contributions to the cultural tourism, and local development in the state of Pernambuco. Due to the project characteristics, which includes diverse communities in its elaboration and execution, we opted to investigate the communication and mobilization strategies, used to stimulate the participation of the involved, and to reach its main objective: the marketing and commercialization of Pernambuco as a tourism destination. The methodological procedures were accomplished by qualitative analysis, making use of methods such as: bibliographic research, documental analysis, and a routine of semi-structured interview. We chose a case study to analyze a proposal of a political action in the practice of tourism in Pernambuco. Regarding to aspects of theory, the bibliographic summary was guided by the following orientation subjects: tourism, local development, and communication and mobilization strategies. The bibliographic summary was assembled through the documental analysis of the plan of tourism strategy 2008/2020, and the project Vivendo Pernambuco, both developed by Setur/Empetur, which are official organizations of the tourism sector. In order to analyze the data, different categories were developed in relation to the following perspectives: tourism utilization of cultural aspects, communication and mobilization strategies utilized, and contribution to the local development. The results of these investigations show that the goals of the project Vivendo Pernambuco render concrete effects pertaining to the marketing and commercialization of Pernambuco as a destination. Nonetheless, we can infer that the touristic branch stimulated continues to be the sun and the sea, which brings profits to major companies, third-party services and equipment businesses as well as counties with an established tourism structure. Although such shortcomings, the Project Vivendo Pernambuco brings tangible results with regard to the promotion and marketing of the destination Pernambuco and also contributes to the local development to the extent that it stimulates the use of endogenous resources, favors the establishment of partnerships between the public and private sectors and supports the suply chain of tourism.