Strategic tourism marketing: positioning "CVC Turismo" in the Brazilian travel market

Authors

  • Regina Ferraz Perussi Faculdade Cásper Líbero.
  • Mirian Rejowski Universidade de Caxias do Sul - UCS

DOI:

https://doi.org/10.11606/issn.1984-4867.v17i3p142-160

Keywords:

tourism marketing, tourism agency, strategic positioning, basis of segmentation, competitive strategies, "cvc Turismo', Sao Paulo, Brazil.

Abstract

Exploratory research about strategic marketing of the tourism agencies in Brazil, centralized in case study of the positioning "cvc Turismo" in traveI market. It aims identify ways of utilization of strategic marketing of the tourism agencies with the purpose in the maintenance in traveI market. On the theoretical part, treats conceptual aspects of tourism agencies and
strategic marketing, detaching private studies in touristic enterprises. On field research approaches "cvc Turismo" (Sao Paulo) case, beginning from its historie and general characterization and emphasizing the basis of
segmentation and competitive strategies used by itself. T he results shows its strategic positioning is explained by the search of larger segmentation of demand and of the offer of touristic products and existence of many strategies, like its extensive distribution net in Brazil, its prices and payment ways and its actuation focus in internal tourism. Concluding there is a leadership positioning of the cvc in the touristic market and this enterprise is in consolidation stage about)ts life cycle.

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Author Biographies

  • Regina Ferraz Perussi, Faculdade Cásper Líbero.
    Bacharel em Turismo e mestre em Ciências da Comunicação pela Universidade de São Paulo. Docente do Curso de Turismo da Faculdade SENAC, Cásper Líbero e UNIFlEO.
  • Mirian Rejowski, Universidade de Caxias do Sul - UCS
    Bacharel em Turismo, doutora em Ciências da Comunicação e livre-docente em Teoria do Turismo e do Lazer pela Universidade de São Paulo. Docente do Mestrado em Turismo da Universidade de Caxias do Sul.

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Published

2006-12-23

Issue

Vol. 17 No. 3 (2006)

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

PERUSSI, Regina Ferraz; REJOWSKI, Mirian. Strategic tourism marketing: positioning "CVC Turismo" in the Brazilian travel market. Revista Turismo em Análise, São Paulo, Brasil, v. 17, n. 3, p. 142–160, 2006. DOI: 10.11606/issn.1984-4867.v17i3p142-160. Disponível em: https://revistas.usp.br/rta/article/view/63760.. Acesso em: 24 jul. 2024.