Pequena e média hotelaria de Fortaleza: estratégias promocionais

Abstract

This analytical study, based on the plataform of knowledgment, considers the markets aspects of the SISTUR - tourist system - which operates in the area of communication and the tourist services and products consumption. The present study attempts to analyse the complexity of domestic receptive tourism in Fortaleza (Brasil), both theorically and pratically. Tourist and hotel activities with their particularities were approached, the tourist demand seasonability was measured, the promotional strategies applied to the tourist services and products were examined. ln lhe field work, small and average-size hotels in Forlaleza were visited, in order to analyse the promotional strategies applied against the seasonal touristic demand in 1995-1998 period. One of the main study aim was to correlate promotional stragies with seasonal variations, and verify how these strategies were inserted in a marketing plan.