English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

The aim of this study is to discover how forro artists/bands in Salvador-BA, who work with forro pe de serra - considered the original rhythm and form in which execution of the music is based on the accordion, zabumba and triangle - use marketing communication tools to disseminate their work, reach their target audience and exert an influence on the cultural tourism market. The article presents the cultural tourism market in the northeast, forro, concepts of cultural production and marketing (communication and advertising) to set against the participants’ insights. This research, an exploratory and qualitative multiple case study, interviewed three artists/bands for this purpose. As a result, the range of marketing communication used by the actors of this research and their influence on the cultural tourism market was observed. Different uses were identified on account of their management styles. Bands which have greater knowledge and use of marketing and communication tools had a wider audience and higher profits in the groups studied. Furthermore, this research helps to reveal how forro production in Salvador-BA operates.

2. Marketing Communication Tools and Cultural Tourism in the Northeast of Brazil: the ‘forró pé de serra’ of Salvador/BA