Análise estratégica para o desenvolvimento e visibilidade do turismo em Arez/RN

Abstract

Tourism is an activity that can become the basis of a locality’s economy, generating income and jobs, as well as promoting environmental and cultural dissemination. This study aimed to strategically analyze tourism in the municipality of Arez, located in the state of Rio Grande do Norte, focusing on the development and visibility of the sector. In terms of methodology, this is an exploratory, bibliographic, and applied research study, with the aim of acquiring knowledge to generate solutions in a practical application. Data collection was carried out through an online questionnaire with open-ended questions directed at the Secretary of Tourism, Sports, and Leisure of the current city administration, in addition to the adoption of the participant observation technique, which allowed for a more detailed assessment of the locality’s tourism reality. Based on the survey of local attractions and the SWOT analysis, it was possible to identify that Arez has great tourism potential, especially in the nature and culture segments, but faces challenges such as a lack of adequate infrastructure, a shortage of accommodation, a lack of signage, and poor coordination between public entities. The research also revealed a lack of marketing strategies and ongoing professional training initiatives. The results obtained allowed for the formulation of proposals for action aimed at developing a municipal tourism plan, improving infrastructure, enhancing cultural identity with an emphasis on the quilombola community of Camucim, and strategies for promoting and qualifying the sector. It was concluded that, with participatory strategic planning and well-targeted public policies, tourism in Arez can be consolidated as an instrument of economic, social, and cultural development.