Cidade como marca: uma produção de roteiro turístico e cultural para Penedo em Alagoas (relatório de atividade)

Abstract

This work is a report on the development process of the tourist and cultural itinerary that positions the city of Penedo in Alagoas as a brand. The first town in the state, the municipality is located on the banks of the São Francisco River and is considered the cradle of Alagoas culture. Considering communication as important for the strengthening of the image and the touristic and socioeconomic development of a destination and to promote local tourist attractions accessible, this product was elaborated from studies on integrated communication, communication advice, culture, brand, and its consequences in the theoretical perspectives of Duarte (2002), Kopplin and Ferrareto (2009), Santos (2006) and Zozzoli (1996 and 2004), respectively. With the help of digital tools and innovative methodologies, it was possible to contribute with new opportunities for the tourism promotion of the place in an integrated way. To achieve the results obtained, the method of elaborating hypotheses from the source of familiar knowledge and the modality of participant observation was used. In addition, the production of this work aims to facilitate access to various information about the city, making it possible for the public to maintain a close relationship with the city.