Place Branding With Sustainability: Case of Vila Do Abraão

Abstract

This study aims to analyze the ecotourism as a strategic segment for sun destinations and more fragile destinations, as beach and Islands which aim environmental preservation. The choice of this theme is given by the fact noted that in the tourism industry, the sun tourism segments and culture are generally prioritized by most of the tourist destinations, not only in the state of Rio de Janeiro as in other regions from the country. Although some destinations in Rio already intend much of its attention and resources to the development of ecotourism, it is noted that much can still be done in terms of targeting public and private policies. Unlike other segments affected largely by the seasons, ecological activities can be held throughout the year in different formats, such as observation and contemplation, sports competitions, scientific studies, among others. This feature makes the sector an excellent tool to reduce the state's seasonality curve, which is greatly influenced by the sun and beach segment, and somehow contribute to the sustainability of destinations. This study aims to investigate the Ilha Grande (Big Island) destination can benefit when using the Place Branding tools guided throw ecotourism segment and thus contribute to the sustainability of the destination. To achieve this goal, the survey was conducted through research with secondary data. The research method, based on Yin (2005), was the case study of the Big Island destination, through a qualitative study. The results showed positive aspects to prioritize the promotion of sun and beach destinations, together with products and services related to ecotourism Segment. The data also shows this strategy to attract people more aware of travel habits and with great care in preserving the destination and contribute to the local economy and directly to local sustainability.