Estratégias de promoção da marca do destino turístico Rio Grande do Norte em tempos de pandemia

Abstract

Tourism promotion is essential for the commercialization of a destination, with the challenges of boosting the location and market positioning. However, with the arrival of Covid-19, the relationship between tourism segments and tourists suffers interference, given that communication regarding public safety and the closure of various sectors directly impacts the regional and national flow of localities. In this sense, the present study aims to analyze the brand promotion strategy of the tourist destination Rio Grande do Norte during the Covid-19 pandemic. For this, the methodology adopted was of the descriptive-exploratory type, regarding the objectives, with a qualitative approach and application of interviews with five employees of the Empresa Potiguar de Promoção Turística (EMPROTUR) analyzed with the technique of co-occurrences and the documentary analysis of the planning of marketing in the State of Rio Grande do Norte (RN). In the results obtained, it was possible to verify that the RN's tourism promotion strategys is based on commercial intelligence, based on data, responsible for the assertiveness of actions, it has as a pillar the relationship, with strategic partnerships with trade and market, with the aim of promoting, strengthening and mutual growth, and brought digital marketing, as a new pillar prioritized during the recovery process, combined with digital platforms for reaching and communicating with the public. In this way, strategies to promote the brand of the tourist destination Rio Grande do Norte are presented, as fundamental tools for the tourism sector, in terms of promotion and alignment of the tourist chain, especially during the crisis period. It's concluded that knowledge of the market and past strategies is related to the time that managers work at EMPROTUR and this knowledge was a key point for the resumption of tourism in the State of RN.