Branding de bases comunitárias: um estudo na Reserva Ponta do Tubarão - RN, Brasil

Abstract

This research study aims to: understanding the relationship of attachment to the existing place between the Community resident and the Ponta do Tubarão State Sustainable Development Reserve, RN, Brazil, (RDSEPT), for the purpose of creating a tourist brand. The creation of RDSEPT at 2003 was given to the strength and insistence of its residents much more than by the action of the public power. As for the methodology, the research was characterized as descriptive-exploratory, with a qualitative approach using bibliographical and documental analysis. The data analyzed through content analysis revealed a high rate of attachment between local actors and the communities where they reside, guiding future studies by the public authorities so that the tourist destination brand can be created, since for the success of the Place Branding of a destination it is necessary for local actors have place identity making the same an authentic place.