MICRO-PRACTICES AND THE STAKEHOLDERS' ACTIONS: THEIR IMPACTS ON DESTINATION BRANDING

Patrick Wendell Barbosa Lessa, Rosalia Aldraci Barbosa Lavarda, Marco Antonio de Moraes Ocke

Resumo


Este estudo teve como objetivo compreender como as micropráticas de diferentes stakeholders podem impactar o desenvolvimento da marca de destino de Florianópolis, Brasil. Adotamos uma abordagem qualitativa e interpretativa, baseada nos referenciais da Estratégia como Prática (Strategy as Practice - SAP) e do Branding de Destinos. Após a coleta e análise de dados oriundos de entrevistas com especialistas e relatórios de organizações ligadas ao turismo e/ou ao branding de destinos em Florianópolis, identificamos quatro temas principais que englobam as micropráticas dos stakeholders: Desenvolvimento Econômico do Turismo, Gestão Ambiental e Cultural para o Desenvolvimento Sustentável, Marketing Estratégico e Turismo, e Comunicação Integrada. Apresentamos como esses temas convergem com a literatura de SAP e Branding de Destinos, e como contribuem para a cocriação e fortalecimento da marca turística de Florianópolis. Os resultados sugerem que o empoderamento de diversos stakeholders – incluindo a sociedade civil e pequenos empreendedores – pode fortalecer a autenticidade e a coerência da marca de destino. Além disso, mecanismos eficazes de governança, que incentivem a colaboração e a interação contínua entre os atores, podem contribuir para estratégias de place branding mais sustentáveis e inclusivas.

DOI: 10.53706/gep.v.26.9208


Palavras-chave


Micropráticas; Branding de destinos; Estratégia como prática; Strategizing

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