Unique Image of a Destination: exclusive attributes of the destination of Ilhéus, BA, Brazil

Authors

  • Lilian Dominguez Santana Universidade Federal de Minas Gerais - BH
  • Marlusa de Sevilha Gosling UNIVERSIDADE FEDERAL DE MINAS GERAIS - BH

DOI:

https://doi.org/10.11606/issn.1984-4867.v28i1p71-90

Keywords:

Unique image of a tourist destination, Ilhéus (BA), Jorge Amado, Cocoa

Abstract

This study aims to develop a scale of measurement of the unique image of a tourist destination based on the perception of workers directly related to local tourism. We researched the tourist destination of Ilhéus, the main city of the touristic zone of the Costa do Cacau (Cocoa Coast), in the state of Bahia. The qualitative research had 14 participants (university professors and workers related to the tourism industry in Ilheús). With content analysis, we verified that the unique image of the destination is mainly related to three aspects: natural environment, attractions and local environment. The results indicate that the uniqueness of the destination Ilhéus when compared with other similar destinations is compatible with the images that are commonly associated with the destination (Jorge Amado, beaches, cocoa, chocolate). However, other aspects that represent opportunities to promote the destination were also identified. Lastly, the 14 attributes determined compose a scale of measurement of the unique image of the destination Ilhéus, which could be applied to future studies related to different stakeholders from the tourism industry. 

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Author Biographies

  • Lilian Dominguez Santana, Universidade Federal de Minas Gerais - BH

    Mestre em Administração pela Universidade Federal de Minas Gerais (UFMG), especialista em Marketing Estratégico (FTC).

  • Marlusa de Sevilha Gosling, UNIVERSIDADE FEDERAL DE MINAS GERAIS - BH

    Pós-doutora em Gestão do Turismo (Universidade do Algarve, Portugal), Doutora em Administração (UFMG), Professora Associada 2 de Marketing da UFMG e coordenadora do Neecim-TUR (Núcleo de Estudos e Estratégias de Comunicação Integrada de Marketing e Turismo)

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Published

2017-05-11

Issue

Vol. 28 No. 1 (2017): Janeiro-Abril

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

SANTANA, Lilian Dominguez; GOSLING, Marlusa de Sevilha. Unique Image of a Destination: exclusive attributes of the destination of Ilhéus, BA, Brazil. Revista Turismo em Análise, São Paulo, Brasil, v. 28, n. 1, p. 71–90, 2017. DOI: 10.11606/issn.1984-4867.v28i1p71-90. Disponível em: https://journals.usp.br/rta/article/view/116687.. Acesso em: 19 may. 2024.