Marketing e competitividade no turismo da Bahia

Abstract

This dissertation aims to approach questions related to tourism marketing and competitivity in the state of Bahia, seeking to integrate the learning organization concepts as a way to obtain better results, not only in competitivity but in marketing of the Bahia product. The research for this dissertation was performed via two specific inquiries in order to ascertain the international tour operators’ opinion about Bahia as a tourism destination, comparing it to others similar products in the world. Subsequently, through a focus group, this dissertation evaluated the perception of the Bahia brand in the São Paulo market, because this city represents the major national market for Bahia. The focus groups also aim to get information on how the decision to travel was made and how the destination was chosen. The results demonstrate the appearance of a new tourist profile, more concerned with socio-cultural matters and emphasizing ecological values that will generate new experiences. Comparing these data with the business culture of the Bahia tourism trade, it is possible to conclude that there is a gap between the new tourism trends and the current emphasis by the tourism sector. Forming strategic alliances that create, offer and manage these new tourism products for this new tourist can narrow this gap.