The new strategies of Brazil Promotion abroad: case study

Authors

  • Amalia Raquel Pérez-Nebra Universidade de Brasília
  • Cleria Juliana Rosa Centro Universitário de Brasília

DOI:

https://doi.org/10.11606/issn.1984-4867.v19i3p450-471

Keywords:

EMBRATUR, strategies, image, brand, tourism destination image.

Abstract

The goal of this case study is to analyze the strategies used by EMBRATUR after the new guidelines were established in 2003. The aim of these strategies was to modify the current positioning of the image that Brazil has abroad. This study was structured considering Brazil as a brand. First, we began by providing the background of the organization, then the scenery of international tourism and how Brazil is inserted in it. Finally the strategies adopted by the agency and a critical evaluation of such strategies. The conclusion suggests a perception of quantitative change in the scenario of the Brazilian tourism; although the qualitative rate was not possible to assess due to time constraints. Brand-Brazil and its strategies were assessed, and possibility of development was suggested at the end of the work, mainly on research and development.

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Author Biographies

  • Amalia Raquel Pérez-Nebra, Universidade de Brasília
    Mestre e doutoranda em Psicologia Social e do Trabalho pela UnB.
  • Cleria Juliana Rosa, Centro Universitário de Brasília
    Estudante e bolsista de iniciação científica do Curso de Turismo do Centro Universitário de Brasília-UniCEUB.

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Published

2008-12-01

Issue

Vol. 19 No. 3 (2008)

Section

Articles

License

Authors retain the copyright and grant the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0), allowing the sharing of the work with recognition of its authorship and initial publication in RTA. 

How to Cite

PÉREZ-NEBRA, Amalia Raquel; ROSA, Cleria Juliana. The new strategies of Brazil Promotion abroad: case study. Revista Turismo em Análise, São Paulo, Brasil, v. 19, n. 3, p. 450–471, 2008. DOI: 10.11606/issn.1984-4867.v19i3p450-471. Disponível em: https://revistas.usp.br/rta/article/view/14164.. Acesso em: 22 jul. 2024.