O composto de marketing como ferramenta de competitividade e atratividade de União dos Palmares.

Abstract

Marketing encompasses a series of complexities that evolve and adapt to market dynamics. This study aims to analyze the application of the marketing mix (product, price, place, and promotion) in the tourist attractions of União dos Palmares, a small municipality located in the state of Alagoas, Brazil. The research sought to answer the following guiding question: how are the 4 Ps of marketing being applied to the city's tourist attractions, and how can they be used to make it more competitive? This is a descriptive and qualitative study, which used semistructured interviews, questionnaires divided into thematic blocks, and content analysis of institutional and journalistic websites as data collection instruments. Data analysis was carried out using the triangulation technique. The results indicate that although União dos Palmares has relevant tourist attractions, there are significant weaknesses in promotion and access infrastructure, which compromise its competitiveness in the market. The strategic use of the 4 Ps can enhance the value of the attractions and contribute to the development of local tourism.