Open AccessThe Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market
Author(s) -
Fabiana Gondim Mariutti,
Janaína de Moura Engracia Giraldi,
Edson Crescitelli
Publication year - 2013
Publication title -
international journal of business administration
Language(s) - English
Resource type - Journals
eISSN - 1923-4015
pISSN - 1923-4007
DOI - 10.5430/ijba.v4n1p13
Subject(s) - tourism , exploratory research , miami , destination image , atlanta , ambiguity , marketing , diversity (politics) , advertising , qualitative research , regional science , sociology , geography , metropolitan area , destinations , business , computer science , social science , anthropology , environmental science , archaeology , soil science , programming language
The aim of this paper is to evaluate the image of Brazil as a tourism destination as perceived by travel agents and tourism experts in the United States. The research was qualitative and exploratory, consisting of a literature review followed by an empirical investigation using in-depth interviews with travel agents and tourism experts located in the cities of New York, Miami, Orlando, and Atlanta. The findings reveal that images of Brazil have been converging in terms of diversity and ambiguity. It is important to review the negative and positive aspects cited in this study to minimize the negative elements and highlight the positive or attractive elements