Estratégias de comunicação no evento Verão Massayó na construção da imagem de Maceió como ''destino mais procurado do Brasil''

Abstract

The city of Maceió has been gaining worldwide prominence with the ''alagoas high summer'', a result of the high season in the region, as a result of a greater number of tourists, as well as greater circulation and development of the local economy. This research aims to analyze the role of communication as a significant process in the event Verão Massayó, which is indirectly reflected in the construction of the image of the Maceio summer, especially in the development or economy in which the event and the high season led to the city. The study was carried out through qualitative research of the event, where fifteen people were interviewed and three tourists and three from Maceio were chosen, as they were divided equally as: natives and visitors. The analysis that develops in order to understand the strategies used to bring the public closer to the city in the high season with regard to communication, was based on the event Verão Massayó, carried out from the direct observation of the consumers of the event during the period four days after its execution, as well as interviews with people connected to the event and consumers, and analysis of official social networks. With these results, we will show the basic principles of Public Relations professionals, being able to outline plans that will serve as a strategy to attract more and more investments, economy, culture and leisure to the region with projects like this. We used as a basis for the research some reference authors in public relations in events, culture and tourism such as: Pereira (2002), Zanella (2008), Marconi and Presotto (2010). In a final reflection, we will show learning and impressions of the entire academy, followed by the complete bibliography used and the necessary appendices and annexes.