TERRITORIAL BRAND AS A STRATEGY IN-STATE TOURISM PLANS: THE CASES OF RN, RO, AND RS BRAZILIAN STATES

Abstract

The present study involves the discussion of the relationship between state tourism plans and territorial brands in the scenario of Brazilian states. The objective is to understand if (and how) Rio Grande do Norte (RN), Rondônia (RO) and the Rio Grande do Sul (RS) states would be developing their state tourism plans based on territorial marks as a strategy for tourism development, as well as the level of insertion of these marks in these specific documents. The methodology has a qualitative nature, with a descriptive-explanatory study. Applied bibliographic and documentary research, with data collection on the official tourism websites, in addition to the Strategic and Tourism Marketing Plans and territorial brands adopted in the three states analyzed. The comparative analysis between the investigated realities is made from the deepening of eight pre-established analytical categories. The results show that the RN is at a more advanced level regarding the strategies of expanding its tourist brand. In RS, tourism development actions have been losing ground, revealing the need to recover and renew its brand. RO's reality discloses that the state is still at an early stage of developing structural and strategic actions aimed at developing its brand. The conclusion reiterates the existence of territorial marks in the state plans of tourism in the three states of Brazil.