Geomarketing: ferramenta de suporte em processamento de dados geoespaciais para gestão da rede hoteleira e do turismo em Maceió - AL.

Abstract

Geomarketing comprises an important tool that aims to harmonize geographic data and information and align them with market activities, with the main focus on marketing, assisted by innovative technologies. There are several ways to apply the studied approach, so it is necessary to understand the relevant information to be analyzed, allowing the processing of the data collected in a GIS environment, providing better analysis and qualification of the information collected and thus generating cartographic and statistical results. The assumptions and information processing developed, when related to marketing concepts, allow understanding the enterprise's business model, in addition to the possible needs and objectives of the enterprise's management. With a study being applied to analyze the panorama of the hotel and tourism market in Maceió-AL, evaluating the geographic distribution of hotels and tourist attractions, with the help of Qgis and Power BI software, in order to analyze the different aspects that relate to the tourist activity in the city, such as: Infrastructure of businesses, services, shops, tourist attractions, road network and tourists. The results were able to show how much the hotel concentration is located in the coastal part of the capital and that it has a good diversification of tourist attractions, however the upper part is left unattended without accommodations greater than 3 stars. With the production of cartographic products, possible areas of tourism promotion, tourist travel and difficulties, fare prices, as well as dashboards with the aim of facilitating the interaction of data collected for public bodies, hotel chains and other users, could be observed. carrying out statistical analyzes on the reasons for visiting and origins of travelers, geospatial representations of enterprises and tourist attractions in the capital of Alagoas, in a dynamic and easy to manipulate way.