Evaluation of Operational Plan of Tourism Marketing: the case of Bonito, city of Mato Grosso do Sul - Brazil

Abstract

This study has as general goal evaluate Bonito's tourist trade perceptions concerning the marketing plan developed for the city, seeking for understanding the marketing-tourism interface. Considering the touristic marketing as a tool for the achievement and maintenance of costumers, so that the experience is unique and unforgettable, this study is justified in seeking contribution for public management of the destination, aiming to consolidate its position as national and international tourist hub. This is a qualitative study, of exploratory, descriptive and explanatory nature, whose procedure for collection, analysis and interpretation of data was based on interview with local people. The results show that 89% of the people consider the plan important for the development of local tourist activity, 44% considering it important to "sell" the destination as Brazilian icon in ecotourism, 33% considering it important to propitiate the directioning of the region toward the attraction of tourist from all over the world, and 11% considering it important as strategic action to surpass existing difficulties and make a new strategic positioning in tourism market. So being, showing the tourism as a main employer sector and income generator for the city, the marketing plan is presented as an important tool to consolidate this destiny as a national and internacional tourist hub.