Da crise cacaueira ao turismo experiencial chocolateiro

o início do movimento de reposicionamento de marca do destino turístico Ilhéus-BA

Palavras-chave: Turismo de Experiência, Turismo de Cacau e Chocolate, Marca de Destinos Turísticos, Sul da Bahia.

Resumo

O artigo tem por objetivo compreender o movimento de (re)posicionamento da marca de Ilhéus, de destino tradicional de sol e mar para um destino de turismo experiencial chocolateiro. Como base teórica para dar suporte à interpretação dos dados foram adotados os construtos marca de destinos turísticos e turismo experiencial. Para tanto, foi desenvolvida uma pesquisa qualitativa com coleta de dados realizada por meio de entrevistas com quatro gestores locais: o vice-prefeito da cidade, um empresário e presidente do Costa do Cacau Convention and Visitors Bureau, a proprietária da agência de turismo responsável pela comercialização da Costa do Cacau e, por fim, o proprietário de uma fazenda de cacau que recebe turistas. Os dados foram interpretados a partir de uma Análise Temática, que possibilitou observar que o movimento de reposicionamento da marca Ilhéus existe, mas ainda em fase inicial e tímida de mudança. Fez-se, ainda, a partir das entrevistas, um levantamento histórico do turismo na região. Observou-se, por fim, que: a) há concordância entre os entrevistados sobre a relevância do chocolate e do cacau para a identidade do destino; b) há percepção unânime de que Ilhéus possui muita atividade de turismo de massa, em que os visitantes tem pouco conhecimento sobre a cultura e história da região; c) há um movimento de consumidores que visam experiências mais diferenciadas, de busca pelo cacau e pelo chocolate da região; d) há, também, um movimento de criação de oferta de produtos turísticos voltados ao cacau e ao chocolate e ao turismo experiencial na região.

Biografia do Autor

Mariana Bueno de Andrade-Matos, Universidade de São Paulo (USP), São Paulo, SP, Brasil.

Professora Doutora no bacharelado em Lazer e Turismo da Escola de Artes, Ciências e Humanidades da Universidade de São Paulo (EACH/USP). Doutora em Administração pelo Programa de Pós-Graduação em Administração (PROPAD) da Universidade Federal de Pernambuco (UFPE).

Maria de Lourdes de Azevedo Barbosa, Universidade Federal de Pernambuco (UFPE), Pernambuco, Recife, Brasil.

Professora associada III do Departamento de Hotelaria e Turismo e do Programa de Pós-Graduação em Hotelaria e Turismo da Universidade Federal de Pernambuco (UFPE). Doutora em Administração pela UFPE.

João Henrique Costa, Universidade Federal da Paraíba (UFPB), João Pessoa, PB, Brasil.

Bacharelando concluinte do Curso de Comunicação em Mídias Digitais. Participou como aluno bolsista em dois programas de Iniciação Científica nas áreas de administração e turismo.

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Publicado
14-03-2021
Seção
Artigos