The Evaluation of Image Attributes and its Relation to Global Image of International Tourism Destination – Jericoacoara Beach

Abstract

Tourism has become a phenomenon relevant to the economy of countries, receiving greater importance from the 50s (CROUCH and RITCHIE, 1999). However, Brazil is still considered beginner (MINISTÉRIO DO TURISMO, 2007) and measures to promote this economic sector has been adopted. The marketing has become a key instrument for the competitiveness of tourist destinations and image of the place a key factor in the success of the destination. Bigne, Sanchez and Sanchez (2001) point to the importance of image attributes to the overall assessment of satisfactory tourist destination. Thus, the study evaluated the relationship between the perceived image attributes of Jericoacoara, one of 65 destinations that promote development in Brazil (MINISTÉRIO DO TURISMO, 2010), and overall assessment of the place made by tourists, verifying the importance attached to the image attributes place. The results were obtained through quantitative research field, with 280 tourists, and to corroborate the assertion Bigne, Sanchez and Sanchez (2001). In addition, serve as a tool for developing a marketing plan for effective tourist destination, given that the study of the image of place is essential to identify true and false elements, as well as the strengths and weaknesses of the destination (KOTLER et al, 1993).