Ferreira, Lissa Valéria FernandesBorges, Erick Santos2023-12-282023-12-282023-12-05BORGES, Erick Santos. A importância do Festival MADA para a cena musical do Rio Grande do Norte. Orientador: Lissa Valéria Fernandes Ferreira. 2023. 28 f. Trabalho de Conclusão de Curso (Graduação em Turismo) - Departamento de Turismo, Universidade Federal do Rio Grande do Norte, Natal, 2023.https://repositorio.ufrn.br/handle/123456789/57080This is a study that will address the brand value of the MADA Festival and the perception of its consumers, seeking to understand which values are associated with a qualitative nature with a research approach that is characterized as exploratory - descriptive, with a qualitative approach used to analyze textual data and quantitative for numerical data, believing that nominal and ordinal data are complementary. Investigating the values associated with the brand and its experience, the feelings aroused in its consumers, revealing possible improvements in its resulting executions. The research was carried out at the time of resumption and execution of events in the post-covid scenario following the immunization of the population. Created an online questionnaire and a post inviting people to assign a value in response to the questions. Participants evaluated the structure, price, services and attractions offered by the MADA Festival using their own perceptions. Analyzing the participants' responses using the Likert scale as a parameter for evaluation, parallel to the journalistic coverage of the event, values about its history of existence were highlighted. The results point to the Festival's pioneering spirit and ability to adapt over the years, becoming a successful event linked to the name of the city of Natal, in the state of Rio Grande do Norte.Attribution-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nd/3.0/br/turismo culturalvalor de Marcafestivais de músicaculturamúsicaexperiênciabachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO