O city marketing em Natal/RN e a construção da imagem da cidade

The growing importance of tourism in overall economic activity worldwide has favored the intensification of competition among cities that seek to create environments attractive to tourists and potential investors. It has been common practice to import characteristics of the business environment in the public management of cities. The city marketing is a key tool used by public leaders to promote a linkage between the tourism image and urban image and involves, in addition to promoting the image of the city, the planning of interventions in urban space, trying to formulate a positive image of the city able to facilitate the deployment of capital. This research seeks to understand the nature of city marketing as part of contemporary urban management and analyzes how is its application in decisions concerning the promotion of tourism in Natal/RN. The approach of this research is qualitative, exploratory and descriptive, in which respondents were the main leaders of two of the official tourism site, the Empresa Potiguar de Promoção Turística and the Secretaria Municipal de Turismo e Desenvolvimento Econômico. It was found that there is a strong articulation of public power with private enterprise in the design and conduct of the actions of urban marketing, that from the survey data show that the behavior of target markets provide guidelines for taking strategic decisions relating to tourism. Sun and sea are some key elements explored to form the image of Natal and to authorize the sale of the city as a tropical paradise. However, there is an increase in the diversification of tourism products, seeking to increase flow to the segments of ecotourism, adventure, business and culture. It s also growing the use of local culture as a tourism product, however, the cultural representation focuses on superficial values and does not bring to light the social and historical richness that the city has. Public authorities use the city marketing strategies as a means able to maximize the attractiveness of Natal urban space to investors, business groups and tourists. It can be observed that urban managers seek solutions that can continuously increase the tours, which often manifests in interventions that focus the tourist areas of the city, in oposition of those who do not contribute to a positive reading of the city, which ultimately generate the worsening of spacial and social inequalities

Gestão do marketing de relacionamento: um estudo em empresas hoteleiras de Natal - RN

The present study it analyzes the Management of the Marketing of strategy Relationship as distinguishing for the host s companies of the city of Natal - RN. To carry through this analysis interviews with managers had been carried through, as well as the direct comment of processes, documents, actions and strategies developed for the hotels, with intention to know the level of perception and valuation of the relationship with customers, to verify resources and technologies used in the Management of the Relationship Marketing, identification, segmentation and differentiation of customers, personalization of products and services, and results of the emphasis in the relationship with customers for the host s companies. The research can be classified as exploratory - descriptive, and its universe is limited to the city of Natal, having enclosed hotels that have carried through tourist activity in 2005 and 2006. Still on the criteria of election of the sample, the study it investigated host s companies who if fit in the category superior luxury, or either, five stars, pertaining the national nets and international. How much to the treatment and analysis of the data the was made to leave of the theoretical support of the authors who work the thematic one and of the analysis of the interviews with managers, documents and processes observed for the researcher in the studied hotels. The research sample that the interviewed ones understand the importance to work the Management of the Marketing of Relationship in the host s companies me intention to get sustainable competitive advantage. One still evidenced that the searched hotels make use of strategies and instruments of Management of the Marketing of Relationship, however without an ample theoretical knowledge and yes only as base in the experience of the managers and spread processes already, generating one moment competitive advantage and not relationships of long duration

O Litoral e a metrópole dinâmica imobiliária, turismo e expansão urbana na região metropolitana de Natal-RN

The metropolitan regions of Northeast Brazil are being gradually included in a scenario of international investments, which are motivated by the restructuring of both touristic and real-estate sectors. The new capital, real-estate developers and space configurations that result from this process indicate the need for the creation and implementation of public tools which should, at least, allow the mitigation of the urban impacts and environmental losses resulting from this situation. The effects on landscape and on the socio-spatial configuration result from the intensification caused by the dynamism of the "real estate-tourism" sector. There is a regional integration as an expression of the urban expansion of the metropolitan area of Natal. This study investigates the uniqueness of the restructuring and territorial integration of coastal areas and the strategies of the circuit of capital accumulation formed by linking the real estate to tourism. It is intended to increase the understanding about the strategies of tourism, real estate and public policy agents involved in this territorial reconfiguration and in the fund-raising needed for the investments, to understand the existing social and environmental effects and their future trends and also to understand the forms of spatial production as results from the practices of approaching the land transformation and the tourism valorization of the landscape, in a synchronous manner, first in the Northeast region and, as a focal study, in the Metropolitan Area of Natal. Likewise, it is intended to apprehend the current processes of metropolization of the eastern coast of Rio Grande do Norte, in addition to indicate its physical-territorial transformation and the types of projects/developments promoted by the market in the recent period. Based upon analysis undertaken for the Metropolitan Region of Natal RN, this piece of work presents some considerations on possible legal instruments that can be adjusted to the municipalities which are experiencing the impact of this peculiar and recent phenomenon in the region, caused by the arrival of the real estate-touristic capital. It is also intended to point out basic proposals to the forms of public intervention, in a speculative way, starting from a Metropolitan Planning project within a medium and long term

Uma viagem insólita: de um território pesqueiro a um paraíso turístico

O presente trabalho intitulado Uma viagem insólita: de um território pesqueiro a um paraíso turístico tem como objetivo buscar compreender e interpretar as mudanças socioespaciais que ocorreram na Praia da Pipa/RN, decorrentes da expansão da atividade turística e seus reflexos no território, no período compreendido entre os anos de 1970 e os dias atuais, recorrendo-se a fontes bibliográficas, entrevistas e observações in loco, além de levantamento de dados secundários, cartográficos e fotográficos. Reporta à nova territorialidade que emergiu com a expansão da atividade turística para o litoral norte-rio-grandense, atraída pela praia e pelo sol, que fez convergir para essa área, produtores e consumidores não apenas locais, mas também regionais, nacionais e internacionais. Do ponto de vista social, a população nativa vem sendo expropriada de seus espaços, da sua cultura, das suas tradições e, até mesmo, do mercado de trabalho, o que vem provocando um processo de desterritorialização e o surgimento de novas territorialidades marcadas pela atividade turística. A expansão da atividade turística em Pipa/RN, a partir de 1970, tem provocado um processo de construção de um novo território o território turístico que se reflete dialeticamente através do surgimento de um novo cenário socioespacial constituído de formas e imagens expressas materialmente no lugar

O papel do turismo nos conflitos urbanos da cidade do Natal/RN: a história que ninguém quer contar

La présente étude a comme objectif comprendre la relation entre l implantation et le développement du Tourisme à Natal et les conflits urbains établits entre 2006 et 2010 et publiés par les médias imprimés, élaborant ses impacts dans le quotidien des résidents. Tandis qu une relecture partielle de la méthode régressive-progressive développée par le philosophe français Henri Lefebvre, cherche à recouper du présent, des contradictions qui promeuvent des réactions dans le quotidien de la ville; ainsi qu identifier des moments du passé qui puissent contribuer à sa compréhension. Aujourd hui, nous avons les médias, comme principale source pour observer la perception locale des problèmes causés par l espace conçu, à partir des actions de l État référentes à l activité. Par rapport au passé, ces situations sont recherchées dans des sources secondaires, mettant en évidence le dialogue avec le Relatório Conflitos Urbanos (Rapport Conflits Urbains) à Natal-1976-1986 (ANDRADE et al.,1986), qui présente les conflits existants à des moments qui ont précédé ou ont acompagné le début du développement de l activité au RN, spécialement à Natal. Alors que dans la contribution à la compréhension du rôle du Tourisme dans l apparition de conflits urbains de la ville sont aussi inclues nos coupures vécues, des actions de l État par rapport à la consolidation, ainsi comme pour les conflits qui se sont plus demarqués ou qui ont conduit à la réaction de la population de la ville pendant les périodes analysées. Au final, on cherche à démontrer les limites de la responsabilité de l activité touristique dans l urgence des principaux conflits urbains dans la ville. L analyse des données de la recherche, avec l identification des conflits urbains de Natal et sa relation avec le Tourisme; la présentation des conflits par rapport à la localisation, fréquence et son encadrement dans les catégories de l analyse adoptée; l identification des agents intéressés et la relation entre eux; ont amené à la confirmation de l hypothèse proposée. De cette façon, en prenant en compte les coupures temporelles et spatiales, la source de recherche et la méthodologie adoptées, nous arrivons à la conclusion que l activité touristique à Natal n est pas directement responsable de l apparition des conflits urbains de la ville

Entre o mar e estrela, um lugar para se bem viver : a problemática da expansão urbana da Cidade de Baía Formosa/RN

The urban expansion problem of Baía Formosa, a southern edge city of de Rio Grande do Norte eastern coast, which has been presented in other coast Brazilian towns, specially on those with tourist activities increase. Therefore, this situation brings huge concerns to their inhabitants, to their technical /scientific community and to the governments, because of the conflicts of interest and of the growth of urban problems that this has been created. At Baía Formosa, the situation is aggravated because the city is confined, once around it, there are large private proprieties, environmental preservation area and the sea, at the eastern edge. The objectives of this study are the analyses of this city expansion process in order to obtain adequate alternatives and defining methodology to apply in other urban nucleus that are subjected to similar situations. Of course, presents social relations, environmental conditions and promoting local population insertion should be considered in order that enjoin this process and contributing to a better social balance. This case study has used bibliography research, field data, maps and soil occupation recorders and photographs of the area, besides the primary data gathering by surveys carried out with many social actors. The present analysis shows that the urban expansion observed today is featured by a recent unsustainable model, which attacks the environment and brings either farm conflicts. On the other hand, the ecological tourism can represent an alternative in order to achieve an adequate expansion form, without forgetting the several structural parameters necessary to support the sustainable activities

De gata borralheira a Cinderela :nova espacialidade decorrente do desenvolvimento turístico, diferenciada pelo estilo de vida em Ponta Negra, Natal, RN

The transformations economical, social and politics in you finish them decades of the century XX brought changes that didn't just limit to the production system. The flexible accumulation took many workers lost her/it their workstations and they look for her/it new survival forms, migrating for administrative activities, of services rendered and for the tourist activity of small and medium load. The State has been investing in the implantation of plans of tourist development in order to create favorable conditions for the reproduction of the tourist activity in Brazil, mainly in the Northeast. A space when it starts to present a predominant economical activity suffers a restructuring in their social and economical relationships. The restructuring of these relationships takes to the construction of a new espacialidade. In the city of Christmas, in Rio Grande do Norte, the neighborhood of Black Tip is the most representative of the public investments for the tourist development. After intense process of tourist urbanization, Black Tip passed interfering in the global context consolidating as the tourist locus in the city. The tourist urbanization of the neighborhood took to the transformation of the space in merchandise that is sold and consumed as such. The recreation of fragments of other cultures brought by social actors, resulting from migratory processes stimulated by the tourist development, it has been presenting ruled social relationships in the informational technology, consumption of global goods and in the fragmentation of the urban space characterized by the internationalization and cosmopolitização. That process has been masking the inequalities partners and cultural as well as the territorial appropriation for an economical elite. The spaces are being appropriate for investors of the tourist section, private investors, agents and real estate producers, where the inequality is not just economical, but also cultural. The local population, mainly of the urban fraction of the Town of Black Tip, it doesn't participate of the productive process in function of the little or any professional qualification and he/she doesn't also have access to the consumption process. To the native ones it remains the fight for the preservation of his/her cultural identity and for the survival

Diversidade de macroalgas marinhas bentônicas dos recifes de Maracajaú, área de preservação ambiental dos recifes de corais, Rio Grande do Norte, Brasil

Despite the importance of coral reefs to humanity, these environments have been threatened throughout the world. Several factors contribute to the degradation of these ecosystems. The Maracajaú Reef Complex, in Rio Grande do Norte state is part of the Coral Reefs Environment Preservation Area in northeastern Brazil. This area has been receiving an increasing influx of tourism and the integrity of the local reefs is a matter of concern. In this study, the reef macroalgae communities were studied and compared within two areas distinguished by the presence or absence of tourism activities. Two sample sites were chosen: the first one, where diving activities are intense; and the other, where these practices do not occur. Samples were collected at both sites within a quadrate of 625 cm2 of area randomly thrown 5 times along a 10 meters transect line. Richness, Shannon-Hill diversity and Simpson dominance indices were determined based on biomass data. Similarity between sites was analyzed with Bray-Curtis similarity and distance index. Fifty-eight macroalgae species were observed, including 7 Chlorophyta, 13 Phaeophyta and 38 Rhodophyta. In the non-disturbed site, 49 species were found, while at the disturbed site, there were 42 species. Dictyotaceae and Corallinaceae were the most representative families at the non-disturbed site, and Rhodomelaceae and Dictyotaceae at the disturbed site. The non-disturbed site presented a higher biomass and the greatest richness and diversity indices. In the disturbed site the dominance index was greater and Caulerpa racemosa was the dominant species. The dendogram based on similarity index showed two major clusters, and an isolated element at the center that corresponds to a sample from the disturbed site. In the first cluster, samples from the non-impacted site were predominant and fleshy brown algae were more conspicuous. The second cluster was composed primarily of samples from the impacted site, where C. racemosa and red filamentous and erect calcareous algae associations (turf forming) were observed covering large extensions. These associations are represented by groups of algae adapted to environments where disturbances are frequent. They can grow rapidly on substrate where benthic community was removed and do not allow the establishment of other species. The results of the present study show that tourism activity is an impacting factor that has been causing shifts in macroalgae communities in the Maracajaú Reef Complex

Adolescentes e policiais na orla marítima de Natal/RN: um estudo sobre representações sociais a propósito do turismo sexual

This dissertation approaches the children's sexual tourism and adolescents in the seafront of Natal/RN, in the Childhood and youth perspective and military policeman. It analyzes the sexual tourism as development source and of exploration, analyzing your dimensions in reality of Natal/RN, taking as empiric universe your urban seafront and the Independent Company of Tourist Protection, through the cash military policeman. That discussion contemplates theoretical elements, ruled mainly in Pierre Bourdieu theoretical analyses and Michel Foucault, ally to an empiric picture that possesses great specific as the Praia do Meio, Ponta Negra, Alagamar and Praia da Redinha, where they were applied techniques of observation no systematic, rising and bibliographical revision and glimpses semi-structured the white public composed of twenty-five military policemen close to and of fifteen children and adolescents. Along the text several discussions they are accomplished aiming at the understanding of the reality of the tourism-sexual childhood-juvenile, through the study on the body, of the sexuality, of the habitus, of the stigmatization, of the public safety and of the paper military policeman in this context. For the understanding of this reality the Subject's Bus of military policemen speech was proceeded and of children and adolescents, aiming at the understanding that each segment possesses of the other, and the analysis of the speech policeman military produce the perception of considering the childhood and youth that practices the sex tourism, as people originating from of families no restructured and that live social inequalities; while the other segment notices the military policeman as arbitrary and violent system.

Da Barra do Rio aos parrachos: duas realidades sociorganizacionais no litoral Norteriograndense

Observing that social capital is considered crucial for the consolidation of an association, this paper analyzes how different groups associative absorb the concept of membership and how to manage routing in their actions to the social interest. The research aimed to evaluate two central forms of association, based on the concept of Pierre Bourdieu (1980) on social capital, stressing that its distribution and perception are uneven and depends on the ability of ownership of different social groups. Accordingly, took up two organizations community based one in - Barra do Rio and another in Maracajaú - whose main activity is the exploitation in the coastal tourist norteriograndense. Once processed the data, it became clear that, despite the purpose for the association has been motivated by exploration in both organizations, each differently appropriates its capital. While one maintains a feelings of togetherness, trust and satisfaction of group work, the other one, feelings are stifled by individualism, mistrust among their members that although they see the association as something important for the growth and strengthening of the group, working individually

A onda do turismo na cidade do sol: a reconfiguração urbana de Natal

Space reading of Natal City and its reconfiguration from the intensification of tourist activity and the expansion of the services' sector, transiting, primarily, through the geography, the social sciences, the economy, in one main approach that is unaware of science's traditional limitations and recognizes the complexity that involves current world. In face of this agreement it analyzes the social-economic implications that remodel the spaces under the new economic view of services' sector, commanded by the tourism, in an intense process of city's reconfiguration, concentrating in three great axles and their irrigation ways. These changes were about the public-private relation (by the public politics) in the formation of new spaces and in the remodeling of the city's old areas, which, together, had contributed to the tourist activity's appropriation, returning it in a social-economic mosaic that owns obvious reflexes in its space. This fragmentation in the urbane cloth of Natal is expressed by social nature and economic points and, in the scenery, is manifested through the modern forms of city's space occupation by the local elites and services' sector, evidencing their status' district, as well as selecting those areas with bigger capacity to reply to the capital

O tempo das brincadeiras : memória, turismo e tradição em Barra do Camaratuba PB

Barra do Camaratuba belongs to Mataraca city, nearby the boarder between Paraíba and Rio Grande do Norte states. It was the chosen community to develop this research, objectifying to study the set of practical of the cultural manifestations and the implications of the local tourist activity, considering the cultural dynamics. We tried to reconstruct stories from the narratives of the oldest inhabitants, natives, among others that they had lived, some how, individual and collective experiences related to the popular tricks and the traditional parties, considering what they speak and imagine about their experiences and its culture. The Lapinha, the Pastoril, the viola s songs, the Balls of Concertina, the João Redondo, the Ox of Kings, the wheel of Coconut were common practical perceivable through the communitarian bonds. Among these manifestations, the only one that resisted for a longer time was the wheel coconut. The São Pedro s fest is another popular manifestation that appears on the current scene like the padroeiro party, while others cultural practical compose the spectacle s scenery. These questions cover many of the narratives of the interviewed ones in the interlaced thing between memory, tourism and tradition. Therefore, we tried to build our research from the memory, participant observation, orality, techniques of the life history, personal depositions, among others basic methods for the reconstruction of a collective memory . Speaking about the past of Barra do Camaratuba is to live again the parties, the blood relations, the terço , the work in the roçados , in the flour house, the fishing, the leisure and the habits of the daily life. In this community, there is the presence of conflicts of social and cultural order, caused for the hegemonic classes that sponsor the parties. In the padroeiro party we perceive that the mercantile logic has started, very recently, to transform the religious factor into an excuse to put into motion the local economy. This way, a community originated from artisan fishers and agriculturists, having the fishing practical as a way of subsistence and the tricks as a reference, they had started to compose a new social picture with the arrival of the others and with the presumption and recent tourist development. We perceive social, environmental and cultural impact transformations, exemplified by a non planned activity or a predatory tourism. The changes will always be pointed and compared with other passing in a sphere of relations lived by the natives, local players and fishers

Cidades e turismo sustentável:a cooperação interinstitucional no Conselho de Desenvolvimento do Turismo do Pólo Costa das Dunas/RN

It treats tourism as part of the places urban development dynamics and the touristic urbanization process as a strategy of cities international competitiveness strengthen, detaching institucional agents role as promoters of this process. It aims to understand how happens the interinstitucional cooperation existing between the agents (Estate, private initiative and third sector) that composes the Development Council of Pólo Costa das Dunas/RN, littoral potiguar region, where are invested the resources deriving from the Program of Development of Tourism in the northeast of Brazil (PRODETUR/NE). Making use of economy referencials, urban sociology and urban geography, as a possibility of a more consistent theoretical construction, capable to accomplish the sustainable development and sustainable tourism concepts amplitude, this work brings out an experience of interinstitucional cooperation, where it glimpses itself the possibility of implementation of a alternative development model, based on the sustainability principles

Empreendedorismo ambiental e preservacionismo compensatório: o turismo e as unidades de conservação Parque Estadual das Dunas e Área de Proteção Ambiental Jenipabu-RN

This doctoral thesis addresses the environmental issues and its vinculum with the tourism through the protected natural areas, in particular the conservation units, which consists in territorial areas created and demarcated by the government in order to protect ecosystems that have a high ecological and scenic-landscaped representativeness designed to the contemplation and controlled public visitation. In regard to its use for the touristic activities, are conceived while socio-environmental and symbolic materiality built around an imagery view of a nature-show, designed to attract visitors, aiming ensure the maintenance and reproduction of the capital in an entrepreneurial and preservationist way in the Metropolitan Region of Natal. It s a study about the Dunes State Park Jornalista José Maria Alves and the Jenipabu Environmental Protected Area, both created with the purpose of favor the implantation and empowerment of the touristic area through the State intervention as the main articulator agent of a new process of urbanization that uses the city marketing and the ideological discuss of environmental sustainability to recreate the imaginary of lost paradise and incorporate into the daily universe of tourists visiting the state of Rio Grande do Norte. The unveiling of this empirical reality made possible the construction and defense of the terms environmental entrepreneurship and compensatory preservationism, to explain how the formatting and idealization of this paradisiacal scenarios produce the commoditization of nature in an efficient and competitive way

Políticas públicas para o turismo e desenvolvimento local: reflexões a partir dos "caminhos de fé" no semi-árido potiguar

This study analyzes the event of the Feast of Our Lady of Grace, located in the municipality of Florania / RN as a tourism product, inserted in a process of transformation of a sacred place, in principle determined by religious motives, in a destination "tourist-religious". We seek to understand to what extent state intervention, with policies aimed at boosting the tourism sector as well as the interactions among key actors in the space, are able to modify and streamline the city of Florania, particularly Feast of Our Lady of Grace. The methodology also includes the review of the literature using the deductive method the application of questionnaires to the pilgrims, tourists and pilgrims totaling 150 questionnaires. Along with the economic agents of the municipality, 36 questionnaires were administered according to the model adopted by REDESIST. Complement this research interviews with key Officials of the Municipal Government and the Church. Despite the recognition by the actors of the importance of tourism to the economy of the city of Florania, encouraging the development of the sector is still lagging, some worked and policies / programs listed actually pass by the "Paths of Faith" of Florania. Concerning the Feast of Our Lady of Grace, the bottlenecks reported by researchers and economic agents are very partially affected by the policies / programs and when this occurs, the effort seems to be only reactive, resulting from the pressures experienced by the municipal government (mayor)