Turismo de Base Comunitária na Amazônia Legal brasileira: organização da atividade ou estratégia de marketing?

Abstract

Community Based Tourism (TBC) has been debated as a potential good way to develop the activity, being one of the fronts in opposition to the so-called mass tourism. By the way, this study seeks to deliberate the concept of TBC and the unfolding of its practice as an organization of the activity and marketing strategy. For this, a bibliographic review and cabinet research was carried out on the experiences of TBC in the Brazilian Legal Amazon. As results, it was perceived that the TBC is eminently a form of organization of the tourist activity which the protagonism of communities predominates in the planning and development of the activity, with the purpose of income generating and improving its quality of life in its territory. It was also identified nine destinations in the Legal Amazon mentioned as experiences that use this type of organization. In addition, three of these: Pousada Uacari (AM), Community Ecotourism at Polo Tapajós (PA) and Pousada Aldeia dos Lagos (AM) work the community base in the perspective of marketing strategy. These spaces divulge a larger structure to assist tourists, including community hostels and bilingual promotional material (Portuguese and English), as well as insertion in internet sites (own and / or partners) and social networks.