Where are you going? Marketing mix analysis of a tourim destination in Santa Catarina state (Brazil)

Authors

  • Giancarlos Francisco Miguel Universidade do Vale do Itajaí (Univali), Iatajaí, Santa Catarina, Brasil
  • Ricardo Boeing-da-Silveira Pró Reitoria de Pesquisa Pós Graduação e Extensão da Universidade do Vale do Itajaí (Univali), Iatajaí, Santa Catarina, Brasil

DOI:

https://doi.org/10.7784/rbtur.v2i3.111

Keywords:

Tourism. Marketing Mix. Tourism Destination.

Abstract

This paper presents a research carried out in order to analyze the “four P” of the marketing mix (product, price, place and promotion) in a seaside tourism destination in Santa Catarina, through the eyes of some interviewees representing each public and private business sector. It was a qualitative research, exploratory and descriptive, and the data were obtained through semi strutured interviews. The outcome revealed that the destination is not structured yet to be considered a touristic product, because at present it is changing from sun and sea tourism to nature tourism and it lacks investments for infra structure, mainly in sewage and roads. Price was considered fair by entrepreneurs and extremely high by civil servants. Commonly the destination is placed directly in the market, with no intermediation of tour operators or retail agents. and it is promoted through tourism fairs, newspapers and journals as well as internet. Actions are generally not planned, no partnerships between trade and public sector were detected nor integration with other components of the marketing mix.

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Author Biographies

Giancarlos Francisco Miguel, Universidade do Vale do Itajaí (Univali), Iatajaí, Santa Catarina, Brasil

Bacharel em Administração com Habilitação em Marketing, Especialista em Turismo: Planejamento, Gestão e Marketing, ambos pela Universidade do Vale do Itajaí. Professor no Ensino Médio Integrado a Educação Profissional - EMIEP, na rede Estadual de Educação de Santa Catarina, orientador do curso de Guia de Turismo - SENAC.
CV Lattes: http://lattes.cnpq.br/4500434112404853

Ricardo Boeing-da-Silveira, Pró Reitoria de Pesquisa Pós Graduação e Extensão da Universidade do Vale do Itajaí (Univali), Iatajaí, Santa Catarina, Brasil

Doutorado em Administração de Empresas pela Fundação Getulio Vargas (FGV-SP). Concluiu o mestrado no programa de pós-graduação em Administração e Turismo pela Universidade do vale do iatjai em 2005. Especialização em MBA em Marketing na Fundação Getúlio Vargas (FGV-RJ). Cursou graduação em administração pela Universidade do Vale do Itajaí desde 1995. Atualmente é professor titular da Universidade do Vale do Itajaí nos cursos de graduação em administração e pós-graduação Lato Sensu. Publicou artigos em revistas científicas, Qualis A e B nacionais e em anais de eventos, também Qualis A internacionais e nacionais. Orientou diversos trabalhos de conclusão de curso na graduação de administração e monografias na pós-graduação. Coordena atualmente 3 projetos de pesquisa. Atua na área de administração, com ênfase em mercadologia. Suas áreas de interesse são: marketing, comunicação, comportamento do consumidor. (currículo atualizado em 15/12/2008).
CV Lattes: http://lattes.cnpq.br/2683752897820988

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Published

2008-10-01

How to Cite

Miguel, G. F., & Boeing-da-Silveira, R. (2008). Where are you going? Marketing mix analysis of a tourim destination in Santa Catarina state (Brazil). Revista Brasileira De Pesquisa Em Turismo, 2(3), 54–89. https://doi.org/10.7784/rbtur.v2i3.111

Issue

Vol. 2 No. 3 (2008)

Section

Articles

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