IN WHICH BOAT AM I GOING? The case of the tour at Ilha da Restinga

Abstract

Objective of the study: to provide a discussion on marketing decisions, in an ecotourism context, with the product being a trip to Ilha da Restinga. Methodology/approach: the case was built based on interviews with the protagonists and participant observation during visits to Ilha da Restinga, in addition to documentary analysis. Main results: the case raises a debate based on the dilemma presented, which questions the possibility of maintaining the trip to Ilha da Restinga through the results of the management actions of the protagonists, especially regarding to marketing decisions in ecotourism contexts, favoring a reflection on possible management improvements. Theoretical/methodological contributions: the teaching case provides the use of this pedagogical resource primarily in disciplines of Marketing, Tourism Marketing and Entrepreneurial Administration, preferably in Administration and Tourism. Relevance/originality: this teaching case is relevant because explores the organizational practices of managers of an island that is aligned with the perspective of ecotourism. Social/Management contributions: the case can be used to help managers understand possible avenues for tourism organizations that are based on the ecotourism, as well as providing a broader view of marketing decisions for students when applied in the classroom, which is important for this type of organization. Thus, it contributes to the learning and development of skills related to strategic marketing decisions, specifically based on the precepts of ecotourism, which presupposes the appreciation of the environment and the local culture preservation and positive impact for the various stakeholders.