O souvenir como contribuição a imagem do destino e a experiência turística no Distrito Criativo Centro-GARE, Santa Maria, RS

Abstract

This research corresponds to the conclusion work of the Technology Course in Tourism Management, at the Federal University of Santa Maria and has as its main theme the souvenir as a strategy to strengthen the image of the destination and to promote the tourist experience in the Centro-Gare Creative District, from Santa Maria - RS. According to Teixeira et al. (2016, p. 261), Creative Districts are innovation habitats that foster the creative economy by revitalizing urban spaces and valuing people's creative potential, agents capable of differentiating cities from each other based on of its varied characteristics of those who reside, act and visit. The general objective of the research is to propose the strengthening of the image of the territory and its identity through the materialization of its architectural cultural heritage through the souvenir product and, as specific, to contribute to the promotion of the tourist experience; propose a set of new souvenirs with a focus on innovation and creativity, publicize the tourist destination through the souvenir as a complement to the tourist attraction image of the destination and value the built architectural cultural heritage. With a qualitative approach, the methodological procedures for obtaining the proposed objectives gathered sources and data that served as a basis for the construction of the investigation starting from a bibliographical and documental review, on-site visits, data collection, descriptive analysis, proposition of a souvenir prototype for the Centro-Gare Creative District tourist destination, for the enhancement and dissemination of the territory. With regard to the tourist experience in creative districts, a product designed to be innovative and creative enables new ways for the visitor to relate to these urban spaces based on what souvenir consumption can propose, such as: identifying the destination, knowing the territory, diversify the consumer, cultural and creative immersion and propose a connection with the place through contact with the territory, with its creative talents, with the hosts, in short, with all possible mediators of experiences.