Fundamentals of Brazil Brand: an analysis of virtual communication on travel agencies websites
In the current market, a website is a communication channel active in decision making and consumer choice for tourist information search at the time of pre-sale. In order to contribute to the promotion of tourist destinations in Brazil, both in marketing scenario and economically speaking, and also...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2012 |
| País: | Brasil |
| Institución: | Universidade Federal do Rio de Janeiro (UFRJ) |
| Repositorio: | Caderno Virtual de Turismo |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.www.ivt.coppe.ufrj.br:article/635 |
| Acceso en línea: | https://www.ivt.coppe.ufrj.br/caderno/article/view/635 |
| Access Level: | acceso abierto |
| Palabra clave: | Brazil Brand Travel Agencies Websites International Tourism. Marca Brasil Sitios web de agencias de viajes El turismo internacional. Websites de agências de turismo Turismo internacional. |
| Sumario: | In the current market, a website is a communication channel active in decision making and consumer choice for tourist information search at the time of pre-sale. In order to contribute to the promotion of tourist destinations in Brazil, both in marketing scenario and economically speaking, and also to compete in the international tourism industry, this article evaluated Brazil brand communication issued by four travel agencies that promote and sell Brazilian tourist destinations globally. The aim of this study was to analyze and investigate three fundamentals of Brazil brand: (1) the concept of brand identity through brand attributes, (2) the definition of brand positioning, and (3) market segmentation of each website. The evaluation was by means of theoretical grounds and practical method with exploratory content analysis. Four illustrative and textual contents of websites in English were translated and explained in part based on the proposition of the brand management, focusing on attributes and symbolic visual image and brand identity. It was concluded that there is no standard on disclosure of the attributes related to the Brazil brand, which can confuse the image formation of the country to foreign tourists.. |
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