Marketing in tourist destinations: strategies applied by the Route of the Tropeiros – region of Campos Gerais (PR)

Abstract

The marketing is a tool used as a strategy of promotion and dissemination of tourist destinations, because in a globalised setting in which we live is fundamental and indispensable present constant innovations in order to remain in the increasingly competitive market. Thus, the present study sought to analyze marketing strategies applied by the Route of the Tropeiros in the region of Campos Gerais (PR). For the detection of the marketing strategies applied by Route of the Tropeiros, was held an exploratory research based on theoretical references in the area of tourism marketing and services, followed by collection of data available on the home page (2016). All the tools listed previously served as support for the application of the methodology of approach 4A, developed to analyze the content of textual and visual materials for disclosure Route of the Tropeiros. The results show the inefficiency of the home page to submit updated information, preventing thus the formatting of a tourist itinerary. This inefficiency becomes a hinder the consolidation of a destination, where the viewing in advance serves as a lever to stimulate to the reality, which is increasingly available through the internet. It can be concluded that the lack of updated information on the home page of the route is below the potential and the tourist development that is sought for the region.