Image of tourist destinations: the city of São Paulo under the standpoint of young of Rio de Janeiro

Abstract

This paper analyzes the image of São Paulo city like a tourist destination from the standpoint of young people in the metropolitan region of Rio de Janeiro and makes a relationship between the perceived image by the public and the intention to visit the destination area. To achieve the objectives of the study, two researches were conducted using a combination of structured and non-structured methodologies. The study 1 confirmed that there is a conflict between the promoted image and the one that is perceived. The study 2, in turn, generated a list of attributes that composes the destination image. It is verified the city brand is bad positioned in public mind, with features present in other cities that consequently do not give it a competitive advantage. It was also found low levels of interest and intention in visiting the city.