Evaluation of the adequacy and efficacy of marketing programs: an analisis of Balneário Camboriú - Santa Catarina, Brazil

Abstract

Tourism is one of the sectors that most benefited from the economic stabilization of the Brazilian economy since mid 90s. In this context, public marketing investment became one of the most important strategic tools to develop a tourism destination. This study evaluated the adequacy and efficacy of the marketing program of Balneário Camboriú, one of the most important Brazilian destinations. Multivariate analysis, in this case Factor Analysis, was employed to achieve such a goal. The results suggest that the marketing programs developed and implemented by the Tourism Authority of Balneário Camboriú have a low level of adequacy and efficacy. It became evidently clear that the majority of the tourism demand to Balneário Camboriú derived from reasons other than those related to the marketing efforts of the local Tourism Authority.