The brand identity of Gramado, Brazil, that generates the image of a "tourism destination model" and the brand relationships with internal stakeholders

Authors

  • Vanessa Acosta de Azambuja
  • Marlei Salete Mecca Universidade de Caxias do Sul

DOI:

https://doi.org/10.7784/rbtur.v11i1.1142

Keywords:

Tourism destination. Brand identity. Relationships. Gramado.

Abstract

This research aims to describe the components of Gramado/Brazil brand identity that generate its "tourist destination model" image, and to verify if there are strong relationships between the brand and the internal stakeholders of this destination. The main theory used in this study is the “relational network brand" model by Hankinson (2004). This is a descriptive and qualitative study. It is a case study, using interviews and documentary resources such as a dissertation and a report. The research universe is composed of government individuals, the private sector, the employees and the local community of Gramado, in a total of 21 respondents. Organizational and analytical procedures of discursive data are guided by assumptions and techniques of content analysis. Among the results it stands out that symbolic and functional attributes have the highest occurrence in the answers of respondents. Particularly, tourist attractions/events are what differentiates Gramado from its competitors. Also, Gramado lacks a strategic planning and active participation of internal stakeholders.

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Author Biographies

Vanessa Acosta de Azambuja

Mestre em Turismo pelo Programa de Pós-Graduação em Turismo da Universidade de Caxias do Sul – UCS. Bacharel em Turismo pela Universidade Federal de Pelotas – UFPEL. E-mail: turismologa.vanessa@yahoo.com.br.

Marlei Salete Mecca, Universidade de Caxias do Sul

Doutora em Engenharia de Produção pela Universidade Federal de Santa Catarina – UFSC. Bacharel em Administração e em Ciências Contábeis. Professora do Programa de Pós-Graduação em Turismo e do Curso de Ciências Contábeis da Universidade de Caxias do Sul – UCS. E-mail: msmecca@ucs.br

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Published

2017-01-02

How to Cite

Azambuja, V. A. de, & Mecca, M. S. (2017). The brand identity of Gramado, Brazil, that generates the image of a "tourism destination model" and the brand relationships with internal stakeholders. Revista Brasileira De Pesquisa Em Turismo, 11(1), 1–18. https://doi.org/10.7784/rbtur.v11i1.1142

Issue

Vol. 11 No. 1 (2017): January/April

Section

Articles

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