Banca de QUALIFICAÇÃO: MELLYSSA LAYLA BARBOSA DAMASCENO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : MELLYSSA LAYLA BARBOSA DAMASCENO
DATE: 28/09/2023
TIME: 09:30
LOCAL: https://meet.google.com/pde-uhbx-fin
TITLE:

BRAND PERSONALITY OF THE DESTINATION NATAL/RN, BRAZIL

KEY WORDS:

Branding; Destination Brand Personality; Natal/RN; Tourism.

PAGES: 41
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

With the intensification of tourism competition on a global level, it triggers the growth of various attractions in destinations and, increasingly these are subjected to the demands of service providers that market them, such as agencies, operators and even tour guides, as well as public policies to encourage tourism. From this perspective, the offer becomes publicized through the brand personality of a destination, and destinations are chosen based on the tourist's analysis of the characteristics that a destination manifests. Therefore, understanding tourist behavior about the brand personality of a destination ensures great benefits, strategic advantages and competitiveness to tourism institutions, contributing to the achievement of objectives that these destinations may have. In this sense, this research will weave the main strands of Branding and Brand Personality, having as study objective the Destination Natal/RN, a functional territory that covers much more than the political-administrative territory of Rio Grande do Norte (RN). Thus, in order to contribute to the discussion and propose a reflection on the Destination Brand Personality, the research on branding will be based on the Brand Personality Scale [BPS] by Jennifer Aaker (1997). This is an exploratory-descriptive research, where it will be built from the qualitative and quantitative approach, in order to achieve better collection results and for migrating in different ways in the different phases of the research

COMMITTEE MEMBERS:
Externa à Instituição - GIOVANA GORETTI FEIJÓ DE ALMEIDA
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Externo à Instituição - LUIS ROBERTO ROSSI DEL CARRATORE
Interno - 1160199 - SERGIO MARQUES JUNIOR