A representação do Polo Seridó na campanha de marketing turístico do Rio Grande do Norte “tudo começa aqui”

Abstract

The Polo Seridó constitutes one of the instances of tourist governance of Rio Grande do Norte that does not yet have a consolidated economic activity in tourism. However, the inclusion of this region in one of the most recent tourism publicity campaigns of the state has awakened the opportunities around this activity, while at the same time making it possible to observe the elements highlighted in its official communication. In this way, this work aims to discuss the insertion and representation of the Seridó Tourist Pole in the promotional video titled "Everything starts here", which is part of the current Potiguar tourism promotion campaign. Therefore, the study is based on a qualitative approach, using bibliographical and documentary research. The analysis of the data was made in a descriptive way in the intention to find the elements highlighted and omitted in the official promotional action of the State Government. As a result, it is evident the representation of the pole in a concentrated way in only four of the ten municipalities that compose the tourist pole and the emphasis in the communication of the aspects intrinsic to the culture and the nature of the region, whereas the infrastructure and the services and tourist facilities are scarcely stressed