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Fortaleza evidencia-se, no cenario das metropoles brasileiras, pelas dinâmicas referentes ao avanco das praticas maritimas modernas na zona costeira, notadamente a vilegiatura maritima, o turismo e a atividade portuaria. Referido processo esta pautado na apropriacao do litoral pelas classes abastadas, gerando conflitos e esgarcamento do tecido social urbano. Elevada ao status de locus do segmento turistico de sol e praia, a capital cearense busca a diversificacao de seu produto atraves da insercao do turismo de eventos e negocios, alocando equipamentos e receptando eventos voltados a atracao de empresarios, praticantes de esportes, amantes de megaeventos esportivos e visitantes em busca de outras segmentacoes turisticas. Dessa forma, o artigo busca abordar a imagem de Fortaleza publicizada no mercado turistico, evidenciando a atuacao dos agentes produtores do espaco urbano e os conflitos existentes no litoral norte da capital. Abordagens sobre o planejamento urbano e a conformacao da imagem da cidade sao importantes para a compreensao do desenvolvimento do turismo, da gradual insercao na divisao territorial do trabalho e da atracao de investimentos publicos e privados. Nota-se que a valorizacao da zona costeira, o fomento a eventos e a modernizacao da infraestrutura sao estrategias na busca pela consolidacao da capital cearense como principal no da rede urbana de cidades litorâneas do estado, e um dos principais destinos turisticos do pais, permeado de segregacao, resistencias e conflitos. Palavras-chaves: Turismo, Imagem turistica, Conflitos socioespaciais, Segregacao. Abstract Fortaleza evident itself, in the scenario of the brazilian metropolises, by the dynamics related to the advance of modern maritime practices in the coastal zone, notably the maritime vilegiature, tourism and port activity. Referred process is based on the appropriation of the coast by the wealthy classes, generating conflicts and tearing of the urban social tissue. High to the status of place of the tourist segment of sun and beach, the capital of Ceara search the diversification of its product through the insertion of tourism of events and businesses, allocating equipment and hosting events aimed to attract entrepreneurs, sportsmen, lovers of sports megaevents and visitors in search of other tourist segments. Thus, the article seeks to approach the image of Fortaleza publicized in the tourist market, evidencing the performance of the producers agents of the urban space and the conflicts on the north litoral of the capital. Approaches about urban planning and the conformation of the city's image are important for the understanding of the development of tourism, of the gradual insertion into the territorial division of labor, and of the attraction of public and private investment. It's noteworthy that the valorization of the coastal zone, the promotion of events and the modernization of infrastructure are strategies in the search for the consolidation of the capital of Ceara as the main node on the urban network of coastal cities of the state, and one of the main tourist destinations in the country, permeated by segregation, resistance and conflicts. Keywords: Tourism, Tourist image, Sociospatial conflicts, Segregation.

caderno de geografia

Fortaleza/CE, cidade sede da alegria: produção do espaço urbano, city marketing e segregação na zona costeira da quinta maior metrópole brasileira / Fortaleza/CE, head city of joy: production of urban space, city marketing and segregation on the (...)