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