In Which Boat am I Going? The Case of the Tour at Ilha da Restinga
DOI:
10.14211/regepe.v9i4.1809Keywords:
Marketing, Ecotourism, Ilha da RestingaAbstract
Objective of the study: to provide a discussion on marketing decisions, in an ecotourism context, with the product being a trip to Ilha da Restinga.
Methodology/approach: the case was built based on interviews with the protagonists and participant observation during visits to Ilha da Restinga, in addition to documentary analysis.
Main results: the case raises a debate based on the dilemma presented, which questions the possibility of maintaining the trip to Ilha da Restinga through the results of the management actions of the protagonists, especially regarding to marketing decisions in ecotourism contexts, favoring a reflection on possible management improvements.
Theoretical/methodological contributions: the teaching case provides the use of this pedagogical resource primarily in disciplines of Marketing, Tourism Marketing and Entrepreneurial Administration, preferably in Administration and Tourism.
Relevance/originality: this teaching case is relevant because explores the organizational practices of managers of an island that is aligned with the perspective of ecotourism.
Social/Management contributions: the case can be used to help managers understand possible avenues for tourism organizations that are based on the ecotourism, as well as providing a broader view of marketing decisions for students when applied in the classroom, which is important for this type of organization. Thus, it contributes to the learning and development of skills related to strategic marketing decisions, specifically based on the precepts of ecotourism, which presupposes the appreciation of the environment and the local culture preservation and positive impact for the various stakeholders.
Downloads
References
Dale, P. (2010). Definindo ecoturismo... Para quê? Para quem? In R. Mendonça & Z. Neiman (Eds.). Ecoturismo no Brasil (pp. 2-16). Barueri, São Paulo: Manole.
Dalla Costa, A., & Souza-Santos, E. R. de. (2011). Economia criativa: novas oportunidades baseadas no capital intelectual. Revista Economia & Tecnologia, 7(2), 1-8. DOI: https://doi.org/10.5380/ret.v7i2.26832
Kotler, P., & Gertner, D. (2004). O estratégico marketing de lugares. HSM Management, 44, 62-93.
Kotler, P., & Keller, K. L. (2012). Administração de marketing (14a ed.). São Paulo: Pearson Prentice Hall.
Layrargues, P. P. (2018). A função social do ecoturismo. Boletim Técnico do Senac, 30(1), 38-45. DOI: https://doi.org/10.26849/bts.v30i1.508
Lobo, H. A. S. (2018). Entre sabores e vivências: culinária típica local e ecoturismo no centro-sul do Brasil. Revista Nordestina de Ecoturismo, 1(1), 34-50.
Maximiano, A. C. A. (2004). Introdução à Administração (6a ed.). São Paulo: Atlas.
Richards, G., & Marques, L. (2012). Exploring Creative Tourism: Editors Introduction. Journal of Tourism Consumption and Practice, 4(2), 1-11.
Ruschmann, D. M. (2000). A experiência do turismo ecológico no Brasil: um novo nicho de mercado ou um esforço para atingir a sustentabilidade. Turismo-Visão e Ação, 2(5), 81-90.
Russo, C. R. (2010). Comunidades tradicionais e preservação cultural por meio do ecoturismo. In R. Mendonça & Z. Neiman (Eds.). Ecoturismo no Brasil (pp. 218-247). Barueri, São Paulo: Manole.
Sobral, F., & Peci, A. (2013). Administração: teoria e prática no contexto brasileiro. (2a ed.). São Paulo: Pearson Education do Brasil.
Solomon, M. R. (2016). O comportamento do consumidor: comprando, possuindo e sendo. (11a ed.). Porto Alegre: Bookman.
Urdan, F. T., & Urdan, A. T. (2013). Gestão do composto de marketing. São Paulo: Atlas.
Wearing, S., & Neil, J. (2014). Ecoturismo: Impactos, Potencialidades e Possibilidades. (2a ed.). Barueri, São Paulo: Manole.
Downloads
Published
Métricas
Visualizações do artigo: 265 PDF (Português (Brasil)) downloads: 190 PDF downloads: 104
How to Cite
Issue
Section
License
Authors who publish in this journal agree to the following terms:
-
The author(s) authorize the publication of the text in the journal;
-
The journal is not responsible for the opinions, ideas, and concepts expressed in the texts, as they are the sole responsibility of their authors;
-
Authors retain copyright and grant the journal the right of first publication, with the work published under the CC BY 4.0
License, which allows sharing the work with acknowledgment of authorship and initial publication in this journal; -
Authors are allowed and encouraged to post their work (Submitted version, Accepted version [Manuscript accepted by the author], or Published version [Record version]) online, for example in institutional repositories or preprints, as it can lead to productive exchanges as well as earlier and greater citation of published work. REGEPE requires that authors indicate/link the published article with DOI. See the Effect of Open Access.
