Tourism image and identity related to cultural practices and heritage perceived by residents: perspectives from the city of Blumenau, Santa Catarina, Brazil

Authors

  • Fabricia Durieux Zucco UNIVALI e FURB
  • Cynthia Morgana Boos de Quadros
  • Juliane Regina Schmitt
  • Thamires Foletto Fiuza

DOI:

https://doi.org/10.7784/rbtur.v11i2.1309

Keywords:

Cultural identity. Brewing culture. Tourism promotion.

Abstract

Proposal: The growth of tourism leads to a large increase of tourism products offered in the market. Before travel decision making, and among the many options available, the tourist seeks information about the various destinations. The destination image created in this search process is a key driver for tourists. Despite the variety of factors that make up a given destination image, the cultural identity is composed of the destination own heritage. Also, to create an identity of a place involves the participation of the residents of the destination. Objective: This study seeks to analyze the brewing culture, as a possible cultural identity of the city of Blumenau and therefore considers the attitudes of the residents. Methodological Design: The research is considered exploratory and descriptive, with quantitative approach. From the review of the literature on the subject, we established twelve hypotheses. We performed data collection and analysis using the following statistical procedures: Cronbach's Alpha, Spearman's correlation, and the hypothesis test, using SSPS software. Results: The results obtained in the research, confirmed seven of the twelve hypotheses, indicating the existence of positive relations between the influence of the habits of the residents and the dimensions of the identity of Blumenau. Originality: It is concluded that it is possible to use the brewery culture as a cultural identity of the city, thus suitable for tourism promotion.

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Author Biographies

Fabricia Durieux Zucco, UNIVALI e FURB

Possui graduação em Comunicação Social - Publicidade e Propaganda (1995), especialização em Gerenciamento de Marketing (1997) e mestrado em Administração (2000), todos pela Universidade Regional de Blumenau (FURB). É Doutora em Administração pela Universidade Nove de Julho (UNINOVE). Professora titular da UNIVALI (Universidade do Vale do Itajaí) e da FURB (Universidade Regional de Blumenau) . Tem experiência nas áreas de Administração (com ênfase em Marketing), Turismo e Comunicação, atuando principalmente nos seguintes temas: marketing, segmentação, estratégia e publicidade e propaganda.

Cynthia Morgana Boos de Quadros

Doutora em Desenvolvimento Regional. Mestre em Ciências da Linguagem. Bacharel em Publicidade e Propaganda. Professora do Departamento de Comunicação da FURB – Universidade Regional de Blumenau.

Juliane Regina Schmitt

Pesquisadora em Comunicação. Bacharel em Publicidade e Propaganda (FURB).

Thamires Foletto Fiuza

Professora Substituta no Instituto Federal Catarinense (IFC). Mestra em Turismo e Hotelaria pela Universidade do Vale do Itajaí (UNIVALI); Bacharel em Turismo pela Universidade Federal do Rio Grande (FURG)

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Published

2017-05-01

How to Cite

Zucco, F. D., Quadros, C. M. B. de, Schmitt, J. R., & Fiuza, T. F. (2017). Tourism image and identity related to cultural practices and heritage perceived by residents: perspectives from the city of Blumenau, Santa Catarina, Brazil. Revista Brasileira De Pesquisa Em Turismo, 11(2), 320–346. https://doi.org/10.7784/rbtur.v11i2.1309

Issue

Vol. 11 No. 2 (2017): maio/agosto

Section

Articles

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