Destination brand personality and its relationship with the choice criteria of the Lençóis Maranhenses National Park by brazilian tourists

Authors

  • Sabrina Araújo da Silva Instituto Federal do Maranhão – Campus Avançado Porto Franco
  • Tainara Gomes Barbosa Instituto Federal do Maranhão – Campus Avançado Porto Franco
  • Lindemberg Costa Junior Instituto Federal do Maranhão – Campus Avançado Porto Franco https://orcid.org/0000-0003-4002-2207
  • Suziany Leite Nascimento Instituto Federal do Maranhão – Campus Avançado Porto Franco
  • Leonilde da Conceição Silva Instituto Federal do Pará – Campus Paragominas

DOI:

https://doi.org/10.34024/rbecotur.2024.v17.15917

Keywords:

Brand Personality, Tourism Marketing, Lençóis Maranhenses National Park

Abstract

The main objective of this study is to identify the criteria for choosing tourists when deciding on the Parque Nacional dos Lençóis Maranhenses as a destination to spend their vacations. In particular, it is also intended to identify which sources of information tourists seek before traveling to this region. Associating the tourist destination as a brand/product is a way of recognizing the characteristics that can attract (or make the tourist give up) the idea of ​​knowing the destination. In this context, the following dimensions were associated as a destination for Lençóis Maranhenses: sophistication, robustness, excitement, conviviality, ferocity and conformity. The data revealed that the place positively attracts the attention of tourists due to its originality, as well as being an elegant and charming place in the eyes of tourists. It is also suggested that Brazilian tourists prioritize pleasant places, which make them feel welcomed and happy. It was also identified that official sources of the tourist spot and the internet are sources of information that tourists seek about the destination. In this sense, tourists seek information on specialized portals and websites to plan their vacation.

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Published

2024-08-01

Issue

Vol. 17 No. 3 (2024): agosto-outubro/2024

Section

Artigos

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How to Cite

SILVA, Sabrina Araújo da; BARBOSA, Tainara Gomes; COSTA JUNIOR, Lindemberg; NASCIMENTO, Suziany Leite; SILVA, Leonilde da Conceição. Destination brand personality and its relationship with the choice criteria of the Lençóis Maranhenses National Park by brazilian tourists. Brazilian Journal of Ecotourism, [S. l.], v. 17, n. 3, 2024. DOI: 10.34024/rbecotur.2024.v17.15917. Disponível em: https://periodicos.unifesp.br/index.php/ecoturismo/article/view/15917. Acesso em: 5 dec. 2025.
Received 2023-11-17
Accepted 2024-06-03
Published 2024-08-01